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论文编号：	15865
作者编号：	2320234117
上传时间：	2025/12/11 14:05:12
中文题目：	ZG人寿天津分公司寿险营销策略研究
英文题目：	Research on the Life Insurance Marketing Strategy of ZG Life Insurance Tianjin Branch
指导老师：	古志辉
中文关键字：	人寿保险；营销策略；服务营销；SWOT分析；STP战略；7P理论
英文关键字：	Life insurance；Marketing strategy；Service marketing；SWOT analysis；STP Strategy；7Pstrategy
中文摘要：	随着我国保险行业进入高速发展期与强监管时代，市场竞争日趋激烈，客户需求日益多元化和个性化，传统保险公司的营销策略与服务模式面临严峻挑战。本文以ZG人寿天津分公司为研究对象，旨在探究其寿险业务营销策略的优化路径，以提升市场竞争力和客户满意度。 本研究首先系统梳理了寿险业务、个险服务营销相关理论。对ZG人寿天津分公司人寿保险销售现状的深入剖析，识别出其在产品、渠道、促销、人员、过程及有形展示等方面存在的主要问题，具体表现为:产品同质化严重与创新不足、营销渠道单一且高度依赖传统个险渠道、促销手段缺乏创新、销售人员专业素养有待提升、售后服务缺乏系统化管理以及内部管理流程冗长等。 针对上述问题，本文运用PEST分析方法和SWOT以及波特五力模型分析ZG人寿天津分公司的宏观环境和行业环境，并运用市场细分定位理论对天津寿险市场进行细分，明确了公司的目标市场和定位。提出了ZG人寿天津分公司寿险营销策略的优化方案，具体包括:创新产品模式满足全方位客户需求、制定灵活价格策略提升竞争力、打通传统渠道壁垒并大力发展互联网渠道、创新促销与品牌传播方式、提升人员专业素养打造精英团队、优化服务流程提升客户体验、加强有形展示塑造专业品牌形象等。 为确保优化策略的有效实施，本文从组织架构优化、信息系统与技术保障、人力资源管理与激励、以及客户服务体系完善四个方面提出了具体的保障措施。本研究旨在为ZG人寿天津分公司应对市场挑战、实现可持续发展提供理论依据和实践指导，同时也为同类传统寿险企业的营销策略转型提供参考与借鉴。
英文摘要：	To ensure the effective implementation of the optimization strategy, this paper proposes specific safeguard measures from four aspects: organizational structure optimization, information system and technical support, human resource management and motivation, and improvement of the customer service system. This research aims to provide theoretical basis and practical guidance for ZG Life Insurance Tianjin Branch to cope with market challenges and achieve sustainable development. At the same time, it also offers reference and inspiration for the marketing strategy transformation of similar traditional life insurance enterprises.As my country's insurance industry enters a period of rapid development and an era of strong supervision, market competition becomes increasingly fierce, customer needs become increasingly diversified and personalized, and the marketing strategies and service models of traditional insurance companies are facing severe challenges. This paper takes ZG Life Insurance Tianjin Branch as the research object, aiming to explore the optimization path of its life insurance business marketing strategy to enhance market competitiveness and customer satisfaction. This thesis first systematically sorted out the relevant theories of life insurance business and personal insurance service marketing. An in-depth analysis of the current situation of life insurance sales of China Life Tianjin Branch, combined with internal employee interviews and customer questionnaires, identifies the main problems in terms of products, channels, promotions, personnel, processes and tangible display, etc., which are specifically manifested as follows: Serious product homogeneity and insufficient innovation, single sales channels and high reliance on traditional individual insurance channels, lack of innovation in promotion methods, the professionalism of sales personnel needs to be improved, lack of systematic management of after-sales services, and lengthy internal management processes. In response to the above problems, this paper uses PEST analysis method SWOT analysis and Porter's Five Forces Analysis to examine TJ Company's macro environment and industry environment, and uses market segmentation positioning theory to segment TJ life insurance market, clarifying the company's target market and positioning. It proposes an optimization plan for the life insurance marketing strategy of ZG Life Tianjin Branch, which includes: innovating product models to meet all-round customer needs, formulating flexible pricing strategies to enhance competitiveness, opening up traditional channel barriers and vigorously developing Internet channels, innovating promotion and brand communication methods, Improve personnel professionalism to create elite teams, optimize service processes to enhance customer experience, and strengthen tangible display to create professional brand image. In order to ensure the effective implementation of optimization strategies, this paper proposes specific safeguard measures from four aspects: organizational structure optimization, information system and technology guarantee, human resource management and incentives, and customer service system improvement. This thesis aims to provide theoretical basis and practical guidance for ZG Life Tianjin Branch to respond to market challenges and achieve sustainable development. It also provides reference and reference for similar traditional life insurance companies to transform their marketing strategies.
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