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论文编号：	8927
作者编号：	2120142633
上传时间：	2016/12/11 9:19:42
中文题目：	C人寿青岛中支个险营销策略研究
英文题目：	Research on Marketing of Individual Agents of C Life Insurance (Qingdao)
指导老师：	武立东
中文关键字：	个险营销；营销策略；个人代理制；营销管理
英文关键字：	Insurance Marketing; Marketing Mode; Individual Agency; Marketing Management
中文摘要：	经济的发展推动了中国金融保险业的蓬勃发展，其中人身险行业在中国入世十多年后的今天迎来了历史上最好的发展机遇期，巨大的市场需求、有效的市场监管机制、丰富多样化的人身险产品为保险营销提供了广阔的天地。近年来，青岛市的人寿险企业数量不断增加，保费总收入和人均保费收入不断攀升，保障类保险比重逐年增大。与此同时，寿险营销员队伍的学历素养日渐提高，出现了一大批专业、尽责、视野宽阔的寿险营销员。在保险营销渠道可以划分为直接渠道和间接渠道的今天，青岛顾客通过间接渠道中的个人代理购买的人身险产品占比最大，个险营销已经成为青岛目前人身险营销的主要方式。 C人寿青岛中心支公司成立于2008年，是入世后第一批入驻青岛的外资保险公司。公司的中资和外资股东分别为中国中信集团和英国保诚集团，C人寿是中国内地第一家中英合资人寿保险公司。近年来C人寿以过硬的条款、良好的服务取得了长足发展。本文以C人寿保险有限公司青岛中心支公司为例，从人身险行业的个险营销的政治、经济、社会人文、技术环境入手，分析青岛公司的发展现状、产品销售现状和营销员情况，指出目前青岛公司面临的缺少品牌宣传、营销员产能不足、自我管理能力不足等问题，并据此借助服务营销三角形的理论提出了加强品牌宣传、组合策略的外部营销建议、加强营销员队伍建设的内部营销建议以及加强“互动式营销”的建议。本文研究的意义在于通过这些努力，探索个险营销的规律，改进C人寿青岛中心支公司的个险营销经营模式、加大C人寿青岛中心支公司个险营销的产能和效益。本文对于个险营销策略的研究的创新之处在于将服务营销三角形的理论、4R理论运用到营销的具体经营活动中，这有别于传统文献中就事论事、以寿险营销的某一个单一问题思考解决策略。本文最后结合国外的寿险经营现状对未来营销模式提出了展望和设想，对于保险行业个险营销持审慎乐观态度。
英文摘要：	China financial industry has been accelerated by the rapid economic development and its embracing the world since China became one formal member of WTO fifteen years ago. Nowadays life insurance industry, as one pillar of financial industry, is ushered in an unparalleled era. Huge market demands, effective market supervision mechanism and diversified life insurance products have provided a broad space for insurance marketing. In recent years, life insurance industry has witnessed an increasing number of life insurance companies and a huge increase of premium insurance income and premium income per capita. At the same time, the staff team of life insurance firm has grown up. There are a large number of professional, responsible, and smart marketing staff in life insurance industry Today’s insurance marketing channels is composed of group agent, individual agent, insurance broker, telephone sales, online sales and etc. Customers in Qingdao have many choices to consult and buy life insurance products. According to statistics from related institutes, a large portion of life insurance products is sold by individual agents. Individual agency has become the main way of insurance marketing. Established in 2008, Citicpru (Qingdao) Life Insurance Co., Ltd was one of the first batches of foreign-funded life insurance companies in Qingdao. CITIC and Prudential are the two shareholders of this company. Citicpru (Qingdao) Life Insurance witnessed rapid development due to its advantage in terms and good service quality in recent years. This thesis did an in-depth research of marketing environment, including political, economical, social and technical factors, conducted an analysis of marketing status of individual agency in Qingdao and consequently pointed out problems yet to be solved, such as lack of brand marketing and low capacity of individual agency. On this basis, this thesis is proposed to discuss its marketing strategy and mode in the future. Some suggestions and prospects like internal, external and interactive marketing mode are put forwarded as well. Innovation lies in the service marketing triangle theory in this thesis. 4R theory is also applied to marketing, which is different from the traditional solving strategy of a single problem in life insurance marketing. Finally optimistic vision is proposed for the future prospects in life insurance industry.
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