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论文编号：	358
作者编号：	052096
上传时间：	2008/1/5 15:03:46
中文题目：	中国寿险企业整合营销传播研究
英文题目：	A Study on the China Life Insu
指导老师：	申光龍
中文关键字：	关键词：中国寿险企业 整合营销
英文关键字：	Keywords: China Life Insurance
中文摘要：	摘要 自改革开放以来，中国寿险业便迈入了新的历史发展阶段，随着中国加入WTO，国外的寿险公司陆续进入中国并享受国民待遇，寿险市场的竞争愈发激烈，寿险产品的同质化程度越来越高，产品的功能相同、服务相近，让顾客很难对某个公司和产品形成深刻的印象。而大众媒体的营销传播效果下降，顾客细分化的程度越来越高，单一的大众媒体很难有效地向不同的受众群体传达信息。单一运用大众传媒的投入，相对于综合各种传播媒介，其传播成本也越来越高，传统的寿险营销模式面临巨大挑战。在不断变化的复杂经营环境下，中国寿险企业必须改变营销策略，致力于营销创新，提高企业的竞争力。营销创新的一个重要方面就是推行寿险企业的整合营销传播，将寿险企业的行业特点与整合营销传播理论结合，通过整合营销传播来突出产品和公司的特色，给顾客留下深刻的印象，向顾客展示自身的个性化形象，塑造差异化市场竞争优势。 整合营销传播兴起于20世纪90年代，被誉为营销领域的革命，美国西北大学的Schultz,Don E教授的《整合营销传播》一书可以说是这场运动的奠基之作。最初的研究局限于综合地协调地运用各种传播手段，传递本质上一致的信息，“以达到明晰的、一致的和最大化沟通效果”。而最新的整合营销传播理论研究发展为以“由外而内(Outside-in)”的观点为导向，在数据库技术的支持下，通过双向交流反映顾客及其他利害关系者的需求，整合、协调企业内外部的传播策略、活动和工具，以影响其行为，建立企业与顾客的长期友好的关系，实现企业与顾客双赢的新的整合营销传播理论框架。 如何发挥和整合综合优势，提高企业核心竞争力，成为当前寿险企业积极探讨的重要问题。本研究通过对有关的利害关系者理论、整合营销理论的分析，特别是结合整合营销传播这一理论，深入剖析中国寿险企业的竞争环境和行业特点，对寿险企业应采用的整合营销战略进行了深入的探讨。 本文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，就中国寿险行业发展历史、行业现状以及未来发展趋势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，提出了中国寿险企业基于5Rs的中国寿险企业IMC战略。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。
英文摘要：	Abstract China life insurance industry has entered a new historical age since reform and opening up to the world. After China joint WTO, foreign life insurance companies enter the China and enjoy national treatment, which brings increasingly fierce market competition. The life insurance product's homogenization degree is getting higher and higher. The function of products from different company is identical and the service is similar. It is difficult for customers to have deep impression of the company or product. The effect of mass media is declining. The customer needs breakdown is becoming increasingly fine. It is difficult for a single mass media to communicate information to different customers effectively. The cost of using a single mass media is also becoming higher and higher comparing to that of using integrated media. The traditional life insurance marketing mode is facing enormous challenges. Chinese life insurance companies must change marketing strategy, commit to marketing innovation and improve the competitiveness in the complicated and ever-changing business environment. An important aspect of marketing innovation is to promote integrated marketing communications (IMC), combine the characteristics of life insurance industry with the theory of integrated marketing media, emphasize product and company characteristics, create individual image, leave deep impression on customer and create differentiated competitive edge. Integrated marketing communications emerged in the 1990s and is known as a revolution in the marketing field. Northwestern University Professor Don E Schultz’s book "Integrated Marketing Communications: Pulling it Together" is rated as the cornerstone of movement. Initial research is limited to comprehensive and coordinated use of various means of communication to convey essentially identical information "in order to achieve clarity, consistency and maximized communication results." The latest theory development of IMC is outside-in view oriented. It reflects the demand of customers and other stakeholders, integrates and coordinates internal and external communication strategies, activities and tools to influence customers and builds long-term relationship to get win-win result through two-way communication with support of database technology. How to integrate comprehensive advantages, and enhance core competitiveness is an important issue actively explored by current life insurance enterprises. This thesis studies China's life Insurance industry competitive environment characteristics and integrated marketing strategy in-depth through relevant stakeholder theory, theory of integrated marketing and particularly with IMC theory. Firstly, this thesis reviewed and evaluated IMC theory, theory of stakeholder to provide a solid theoretical foundation to the IMC strategies design of life insurance companies. Secondly, it analyzed the characteristics of China's life insurance industry on industry history, current situation and future development of industry trends in-depth. At the same time studied the competitive environment of life insurance industry in detail, proposed IMC’s 5Rs strategy for China's life insurance enterprises and provided evaluation method to the implementation of this strategy.
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