联系我们

论文查询结果	返回搜索

论文编号：	5272
作者编号：	2120112592
上传时间：	2013/6/5 22:41:32
中文题目：	基于市场特征的PA人寿公司产品开发策略研究
英文题目：	Research on the Product Development Strategy of PA Life Insurance Company Based on Market Characteristics
指导老师：	李建标
中文关键字：	PA人寿保险公司 寿险产品 产品策略 回归保障
英文关键字：	PA life insurance company life insurance product product strategy return policy guarantee
中文摘要：	从全球保险历史的发展看，各国保险业的发展规模与其经济规模密切相关。纵观我国的保险事业发展也印证了这一点。我国保险业从1978年改革开放以后开始重新恢复，特别是加入WTO后，寿险市场开始分阶段全面开放，国外保险巨头纷纷抢占我国市场，国内保险业从完全垄断时期进入到国际化竞争时期，开始了机遇与挑战并存的全新发展阶段。 虽然我国寿险市场潜力巨大，寿险业发展迅速，但是与发达国家相比，投保率、寿险渗透率均较低，这些都说明我国寿险发展水平与人们的保险需求水平不相适应，不能使人们潜在保险需求向现实有效保险需求转化，主要原因在于寿险产品的供求问题。目前国内的寿险公司多是以利润为导向，为了不断抢占市场纷纷推出新型寿险产品，这种产品与原有仅具保障功能的寿险产品相比在很大程度上使寿险公司避免了因利率波动带来的经营风险和损失，但是产品由于不断强化其衍生的新功能（储蓄、投资等）而弱化了寿险固有的保障功能，很难满足客户风险保障需求，偏离了寿险产品的本质。 中国PA人寿保险股份有限公司成立于2002年，是中国PA保险（集团）股份有限责任公司旗下的专业从事人身保险业务的公司，从规模保费来衡量，是目前国内第二大寿险公司。中国PA人寿与国内寿险事业同步成长，历经十余年发展，业务规模和业务品质都位居国内寿险公司前列。本文从中国PA人寿保险股份有限公司的发展历程着手，通过分析其发展及现状，产品的种类和客户的需求等情况，分析目前PA人寿产品供求情况存在的问题，并通过对寿险市场及客户的需求特点和影响因素分析，结合寿险需求理论以及顾客让渡价值等相关理论对PA人寿保险公司的产品开发策略进行了深入的探索和研究。 本文在理论结合实际经验的分析基础之上，对PA人寿未来的寿险产品提出回归寿险保障之源的开发理念，此外还提出寿险产品的整体产品理念，对PA人寿寿险产品的开发策略选择包括品牌及服务提出研究建议。 随着人们对于寿险产品的了解加深，客户已经由原先片面注重寿险的投资、储蓄、分红等功能向看重保障功能回归，学会在注重得到保障的同时结合自身的能力及特点选择与之需求相匹配的其它功能险种。这些都迫使寿险公司必须迅速转变经营理念，由夸大寿险投资等功能以刺激客户需求向真正以客户需求为导向，针对不同的客户设计与之需求相匹配的产品。只有这样才能激发客户的真实购买欲望，将人们的潜在保险需求转变成现实有效的保险需求，扩大寿险市场，提升寿险的深度和密度，从而促进寿险行业的健康良性发展。
英文摘要：	Track back to the history of development of the global insurance, the development scale of insurance industry in each country is closely related to the economy of scale. Throughout the development of insurance in China also confirms this point. Insurance industry began to recover after the reform and open policy in 1978, especially after joining the WTO, life insurance market had fully opened in stages, and foreign insurance companies preempted the market in China, the domestic insurance industry transformed from complete monopoly into the internationalization competition period with opportunities and challenges. Although life insurance market has huge potential in China, and life insurance has developed rapidly, compared with developed countries, insurance rate and life insurance penetration are low, which suggests that life insurance development level and people's demand level does not match in our country. Potential insurance requirements are unable transform to reality and effective demand. It is because of the conflict between life insurance products supply and demand. At present most of domestic life insurance companies are profits oriented. In order to take more share of the market they have created new life insurance products, which makes the life insurance companies to avoid the management risk and loss due to interest rate fluctuations to a great extent, compared to the original only safeguard function of life insurance products. Because as a result of the new function of the continuously strengthen its derivative (savings, investment, etc.) and weaken the inherent in life insurance safeguard function, it is difficult for these products to meet the demand of customer risk guarantee, deviated from the essence of life insurance products. China PA life insurance co., LTD., founded in 2002, which is a professional company engaged in life insurance business, owned by China's PA insurance (group) shares limited liability company. According to premium, it is the second largest life insurance company in China. China PA life insurance is growing with the domestic life insurance career at the same time, after more than 10 years, business scale and business quality are in the lead among domestic life insurance companies. This article learns from the development of China's PA life insurance co., LTD., through analyzing its development and the status quo, kinds of products and the demand of customer, etc., put forward the current problems of PA life insurance product supply and demand. And through analyzing the life insurance market and customer demand characteristics and influencing factors, we study PA life insurance company product development strategy, combining the theory of life insurance demand and customer delivered value and relevant theory. In this paper, based on the theory analysis combined with practical experience, we put forward that the future of PA life insurance product should return to the source of life insurance, and also suggest that the theory of the whole life insurance products. We give several research suggestions about development strategy choice of PA life insurance products including brands and services. As people understanding of life insurance products deeper and deeper, customers have transformed from the one-sided focus on function such as life insurance, savings, and investment share out bonus return value to safeguard function. They have learned to choose products with more other function. These force life insurance companies to change the management idea and take real customer demand as the guidance, and designing products according to different requirements of customers Only in this way PA can motivate real purchase desire of customer, and make people's potential insurance demand into a real effective insurance demand, and expand the life insurance market, and promote life insurance depth and density, so as to promote the healthy and benign development of life insurance industry.
查看全文：	预览  下载(下载需要进行登录)