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论文编号：	14324
作者编号：	2320213695
上传时间：	2023/12/11 20:40:58
中文题目：	H寿险公司个人保险业务的互动整合营销传播战略研究
英文题目：	Research on Interactive Integrated Marketing Communications Strategy of H Life Insurance Co. LTD’s Private Insurance Services
指导老师：	申光龍教授
中文关键字：	个人保险；互动式整合营销传播；利害关系者；营销战略
英文关键字：	Personal Insurance, Interactive Integrated Marketing Communications, Stakeholders and Interest Groups, Marketing strategy
中文摘要：	个人保险业务作为寿险行业的核心业务，在寿险行业的飞速发展中承担了主要的推动作用，近年来国际市场环境日益复杂，国内市场面临结构化转型的关键时期，加之新冠疫情的影响，传统的寿险营销模式早已不能满足当下的市场环境，寿险行业面临重重考验。H公司的个人保险有业务面临急迫的营销转型升级困境，客户对于寿险产品有更高的保障性与价值性要求，对营销渠道及代理人有高的职业化与专业化要求，对核保等保险服务有更高的数字化与智能化要求，个人保险业务亟需战略层面的整合与优化。 本研究的研究方法立足于整合营销传播基础理论，并结合新的发展理念及观点，以实践企业为案例进行实证分析和案例研究，最后将相关理论与实践整合形成企业乃至行业的整合营销传播战略。本研究首先对整合营销传播理论、利害关系者理论做了回顾，对国内外有关整合营销传播的理论以及利害关系者理论进行了全面而深入的回顾和评价，以期对寿险企业的IMC战略设计提供坚实的理论基础。其次，本研究对中国的寿险行业进行了特点分析，并就H公司个人寿险业务的发展现状以及存在问题进行了深入细致的解剖。同时基于有关理论中的竞争力模型，深入探究了寿险行业的竞争环境，提出了H公司个人保险业务基于最新媒介应用与5Rs的IMC战略组合。并对此战略的实施提出了具体步骤，对实施效果给出了评价方法。 本研究认为，H公司个人保险业务在营销战略层面应该积极组建以整合营销传播管理者为中心的企业管理组织，从利益相关者尤其是消费者角度出发，利用好新媒体、大数据等创新媒介与技术，形成以整合营销传播战略为核心的杠杆系统，打造企业专属的系统化、动态化及可持续的竞争优势。本研究的创新之处在于对理论工具和新型媒介渠道进行了整理、分析与整合，完善了整合营销传播战略的新应用范式。
英文摘要：	As the core business of the life insurance industry, the personal insurance business has played a major role in promoting the rapid development of the life insurance industry. In recent years, the international market environment has become increasingly complex, and the domestic market is facing a critical period of structural transformation. In addition to the impact of the COVID-19, the traditional life insurance marketing model can no longer meet the current market environment, and the life insurance industry is facing many challenges. H Company's personal insurance business is facing urgent marketing transformation and upgrading difficulties. Customers have higher requirements for the protection and value of life insurance products, higher professional and professional requirements for marketing channels and agents, and higher digital and intelligent requirements for insurance services such as underwriting. The personal insurance business urgently needs strategic integration and optimization. The research method of this study is based on the basic theory of integrated marketing communications, combined with new development concepts and perspectives. Empirical analysis and case studies are conducted on practical enterprises, and finally, relevant theories and practices are integrated to form an integrated marketing communications strategy for enterprises and even the industry. This study first reviewed the theory of integrated marketing communications and stakeholder theory, and conducted a comprehensive and in-depth review and evaluation of domestic and foreign theories related to integrated marketing communication and stakeholder theory, in order to provide a solid theoretical foundation for the IMC strategy design of life insurance companies. Secondly, this study analyzed the characteristics of China's life insurance industry and conducted a thorough and detailed analysis of the development status and existing problems of H Company's personal life insurance business. At the same time, based on the competitiveness model in relevant theories, we deeply explored the competitive environment of the life insurance industry and proposed the IMC strategic combination of H Company's personal insurance business based on the latest media applications and 5Rs. And specific steps were proposed for the implementation of this strategy, and evaluation methods were provided for the implementation effect. This study suggests that H Company's personal insurance business should actively establish an enterprise management organization centered on integrated marketing communication managers at the marketing strategy level. From the perspective of stakeholders, especially consumers, innovative media and technologies such as new media and big data should be utilized to form a leverage system centered on integrated marketing communications strategy, and create a systematic, dynamic, and sustainable competitive advantage exclusive to the enterprise. The innovation of this study lies in the organization, analysis, and integration of theoretical tools and new media channels, improving the new application paradigm of integrated marketing communications strategy.
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