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论文编号：	6429
作者编号：	2220130098
上传时间：	2014/6/10 11:11:15
中文题目：	保险营销的服务创新战略研究——以中国人寿天津市分公司为例
英文题目：	Strategic Research on Service Innovation in Insurance Marketing: China Life Tianjin Branch as the Object
指导老师：	吴晓云
中文关键字：	保险营销市场,服务理念,保险服务创新
英文关键字：	Insurance marketing, Service concept, Insurance service innovation
中文摘要：	自我国保险业恢复以来，保险业经历了曲折的发展过程。随着改革开放的不断深化，国外较成熟的保险体系及优秀经验相继涌入国内市场，使得我国保险业最近二十年呈现出蓬勃发展的态势。另一方面，随着开放进程的不断加快，国外优秀保险公司进入国内市场，加上金融自由化的加速，混业经营模式的不断落实，给国内保险业带来了不少的冲击和残酷的挑战。保险业作为特殊的金融服务业，服务质量和服务水平成为企业间竞争的核心内容之一，竞争的内涵也由单纯的规模竞争转变为以保险服务为主要内容的质量竞争。在这样的发展背景下，国内保险业要在激烈的竞争中得到成长，就必须要重视服务创新，创造市场，取得竞争优势。加强保险服务创新也是我国保险业面对外部挑战的关键,是获取客户忠诚度，赢得客户信赖的核心。本文由六章组成，第一章绪论部分首先介绍了论文的研究背景和意义，研究内容和方法。第二章主要对服务营销基本理论进行了回顾和论述，分析了服务营销对保险服务重要性。第三章主要从四方面入手分析了现阶段国内保险服务营销存在的主要问题，并介绍了当前金融市场以及保险市场的新形势，指明中国人寿在保险市场的机遇和定位。第四章、第五章是文章的主体内容。第四章从理论方面展开研究，就售前、售中、售后三方面详细分析，并指出保险理财产品在金融市场的优势。保险服务创新要以顾客需求为中心，寻找突破点，对目标群体进行细分和准确定位，实现服务多样化、差异化。本文第五章从理论分析过渡到实践，以中国人寿（天津市分公司）为例，分析保险服务创新的重要性和方案探索，展示了中国人寿的具体服务创新方案及其成果。第六章作为总结和建议，对本文的论述进行总结，并就服务创新进行展望。
英文摘要：	Since 1979 when internal insurance industry has reinstated, it has experienced a tortuous development process. The constant deepening of reformation and opening, as well as the foreign insurance system and excellent experience pouring into the domestic markets, internal insurance industry has been booming in recent twenty years. At the same time, these changes speed up the financial liberalization, mixed the operation mode of the insurance industry, brought a huge impact and challenge to the internal insurance industry that must face the international competition. One of the core-competitiveness in service industry is the service quality. As a special financial service industry, the connotation of market competition is the quality of service rather than the scale. Pay attention to service innovation, create the market, this is the narrow way for internal insurance industry to grow up. This is also the key to face the external challenges insurance industry, obtain customer loyalty and win the trust of customers. This paper consists of six chapters. The first chapter introduces the background, significance, contents and methods of the research. The second chapter focuses the basic theory of service marketing, and shows that insurance service is important for insurance industry. The third chapter analyzes the main problems existing in current internal insurance service marketing from four aspects, introduces the current situation of financial market and insurance market, which shows that China Life has opportunities in the investment market. The fourth and fifth chapters make up the main content of the paper. In the fourth chapter, a lot of theoretical study has been done. In this chapter, we introduce the service system of China Life, and point out that insurance products have advantages in financial market. To analyze the content of insurance service innovation, we found that the insurance service innovation should take the customers’ demand as the center, and segmentation and accurate positioning of the target groups, achieving service diversification and differentiation. The fifth chapter put the theory into practice, analyzes the importance of the insurance service innovation, and explores the feasible innovation scheme. The sixth chapter is conclusion and recommendation of this paper. Summarized the insurance service and prospected for service innovation.
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