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论文编号：	15132
作者编号：	2320224038
上传时间：	2024/12/10 19:13:37
中文题目：	A人寿保险天津分公司的整合营销传播战略研究
英文题目：	A Study on the Integrated Marketing Communications Strategy on Tianjin Branch of A Life Insurance Co. LTD.
指导老师：	申光龍
中文关键字：	A 人寿保险；整合营销传播；利害关系者；客户忠诚度；品牌建设
英文关键字：	A Life Insurance; Interactive Integrated Marketing Communications; Stakeholders and Interest Groups; Customer Loyalty; Brand building;
中文摘要：	随着医疗技术的进步，中国公众对医疗服务的需求不断增长，但随之而来的 是医疗费用的上升，这使得仅依赖社会保障体系越来越难以满足全面的医疗需 求。因此，商业健康保险作为医疗保障体系的重要补充，其作用变得日益重要。 在中国，商业健康保险主要由寿险公司和专业健康保险公司提供，近年来在国家 政策和监管机构的积极推动下，健康保险市场的关注度和市场规模都在显著增 长。为了更好地解决“看病贵”的问题，商业健康保险需要得到进一步的发展和 支持。政府可以通过提供税收优惠等激励措施来鼓励公众购买商业健康保险，保 险公司则需要不断创新，开发出更多符合市场需求的保险产品。同时，提高公众 对商业健康保险重要性的认识也非常关键。此外，加强监管确保市场的健康发展 和保护消费者权益也是推动商业健康保险行业发展的重要方面。通过这些努力， 商业健康保险能够更有效地帮助公众应对日益增长的医疗费用。 本研究以 A 人寿保险天津分公司为对象，基于当前的互联网营销背景和社 交媒体的强大影响力，详尽分析保险市场的新兴挑战和客户需求的复杂性，探讨 整合营销传播在提高企业竞争力、维护客户忠诚度和增强市场占有率方面的有 效性。通过系统地运用定性及定量研究方法，结合案例研究法，深入分析整合营 销传播理论的核心思想与策略展开机制，并将理论与天津分公司的具体实际结 合起来，诊断出现有整合营销的不足和潜在改进的方向。研究提出了具体的整合 营销传播战略，并构建了相应的品牌建设与绩效评价体系框架，强调了绩效评价 体系在促进 IMC 战略实施的重要性。 通过整合营销传播战略的实施，A 人寿保险天津分公司在增强品牌知名度、 市场份额及客户忠诚度等方面取得显著成效，同时，该研究还提供了绩效不足点 的诊断与改进方向，为今后的发展和应对潜在挑战提供了实证基础与策略参考。
英文摘要：	With the advancement of medical technology, the demand for medical services among the Chinese public continues to grow, but with it comes the rise in medical costs, which makes it increasingly difficult to meet comprehensive medical needs solely relying on the social security system. Therefore, commercial health insurance, as an important supplement to the medical security system, has become increasingly important in its role. In China, commercial health insurance is mainly provided by life insurance companies and professional health insurance companies. In recent years, with the active promotion of national policies and regulatory agencies, the attention and market size of the health insurance market have significantly increased. In order to better address the issue of expensive medical treatment, commercial health insurance needs further development and support. The government can encourage the public to purchase commercial health insurance by providing tax incentives and other incentives, while insurance companies need to constantly innovate and develop more insurance products that meet market demand. Meanwhile, raising public awareness of the importance of commercial health insurance is also crucial. In addition, strengthening supervision to ensure the healthy development of the market and protecting consumer rights is also an important aspect of promoting the development of the commercial health insurance industry. Through these efforts, commercial health insurance can more effectively help the public cope with the increasing healthcare costs. The present study focuses on the A Life Insurance Tianjin branch, analyzing in detail the insurance market's emerging challenges and the complexity of customer needs against the backdrop of current internet marketing and the powerful influence of social media. The effectiveness of Integrated Marketing Communications in enhancing corporate competitiveness, maintaining customer loyalty, and increasing market share is explored. Employing both qualitative and quantitative research methodologies, alongside case studies, the study deeply examines the core concepts and deployment mechanisms of IMC theory, merging this theoretical framework with the specific context of the Tianjin branch to identify areas where integrated marketing is lacking II ABSTRACT and potential directions for improvement. The study proposes specific IMC strategies, furthermore, it constructs a corresponding framework for brand development and performance evaluation, emphasizing the importance of performance evaluation systems in promoting the implementation of IMC strategies. The Tianjin branch of AIA Life Insurance has achieved significant success in enhancing brand recognition, market share, and customer loyalty by implementing integrated marketing communication strategies. Additionally, the study provides diagnostics and directions for improvement in areas where performance is lacking, offering an empirical foundation and strategic guidance for future development and addressing potential challenges.
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