联系我们

论文查询结果	返回搜索

论文编号：	3882
作者编号：	2120082262
上传时间：	2011/12/1 12:00:15
中文题目：	产融结合背景下英大人寿营销渠道共享研究
英文题目：	Research on Share of Marketing Channel of Yingda Life Insurance Company in the Background of Integration of Industry and Finance
指导老师：	许晖
中文关键字：	产融结合 营销渠道共享 英大人寿
英文关键字：	Integration of Industry and Finance, Share of Marketing Channel, Yingda Life Insurance Company
中文摘要：	英大人寿是2007年7月由国家电网公司等30家大型国有企业共同出资成立的保险公司，为了深化产融结合，2009年3月，国家电网金融资产管理部与营销部共同制定了《关于利用电力营业厅开展金融营销试点工作的指导意见》。能否利用国家电网实施产融结合的契机和抓住“利用电力营业厅开展金融营销试点工作”的机会，实现营销渠道的高效共享，成为英大人寿成功的关键点之一。本文在明确研究背景与问题的基础上，进行了相关理论的回顾，围绕英大人寿产融结合的背景及作用，产融结合背景下营销渠道共享的可行性分析、模式选择与实施保障等问题展开。本文的框架：第一章，绪论。介绍了本文的研究背景及其研究目的和意义，提出本文的研究框架，说明本文采取的研究方法。第二章，相关理论回顾。分别从产融结合理论、营销组合理论、营销渠道理论三个方面，对现有文献进行了理论梳理与回顾。第三章，英大人寿产融结合的背景及作用。从英大人寿产融结合的背景及现状、产融结合的驱动因素、在产融结合中功能及作用三个方面进行梳理，为后续可行性分析与实施保障措施的提出奠定基础。第四章，产融结合下英大人寿营销渠道共享可行性及模式选择。从营销渠道的概况及营销渠道共享原则、营销渠道共享的优势、营销渠道共享的模式选择三方面进行研究。第五章，产融结合下英大人寿营销渠道共享的实施保障。从独立管理部门的设立、产品体系的完善、销售人员的招募、培训、考核与管理的完善、营销渠道共享中软硬件系统的支持四个方面提出切实可行的实施保障措施。
英文摘要：	Yingda Life Insurance Company was set up in July, 2007 with the financing of 30 large-scale state owned companies which include the National Grid and so on. To deepen the integration of industry and finance, in March 2009, the financial asset management and marketing departments of State Grid jointly formulate “Guidance of Using Electricity Business Hall to Launch the Pilot Project of Financial Marketing”. As a result, whether Yingda Life can fully take advantage of the time when National Grid is carrying out the integration of industry and finance, grasp the opportunity of using electricity business hall to launch the pilot project of financial marketing and efficiently share the marketing channels become one of the key issues for its success. This paper reviews the relevant theory on the basis of clear background and issue. And it mainly studies the background and effect of the integration of industry and finance in Yingda Life Insurance Company. Besides, it also argues about the feasibility analysis of sharing the marketing channel, model selection and implementation security. This paper’s framework: the first chapter, introduce the research background, purpose and meaning. Meanwhile, it put forward the framework of research and what the methods have been used in this paper. The second chapter, review the relevant theory. Clear up and review the existing document through three parts. They are the theory of combination between industry and finance , the mix of marketing and the channel of marketing. Chapter Three: background and effect of the integration of industry and finance by Yingda Life. Through sorting out the three aspects: background, driving elements and functions of industrial and financial integration of Yingda Life, I’ve laid a foundation for subsequent credibility analysis and implementation of safeguard measures. Chapter Four: Under the circumstance of industry and finance integration, feasibility and mode for sharing the marketing channels at Yingda Life. I conducted the research based on the general situation of marketing channel, principles of marketing channel sharing, advantages and modes of sharing these channels. Chapter Five: Under the circumstance of industry and finance integration, safety measures for the implementation of sharing the marketing channels. From the four aspects, namely the establishment of independent administrative department, refinement of product system, recruiting, training, assessing and managing the marketing personnel, support of hardware and software in sharing the marketing channels, I’ve put forward practical safety measures of implementation.
查看全文：	预览  下载(下载需要进行登录)