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论文编号：	9526
作者编号：	2120152811
上传时间：	2017/12/7 6:20:13
中文题目：	太平人寿保险青岛分公司服务质量差距与改进策略研究
英文题目：	Research on Service Quality Gap and Improvement Strategy of Taiping Life Insurance Co.,Ltd Qingdao Branch
指导老师：	杜建刚
中文关键字：	服务营销；服务质量；服务质量差距模型；客户满意度；保险营销
英文关键字：	Service Marketing; Service Quality；The Gaps Model of Service Quality； Customer Satisfaction ; Insurance Marketing.
中文摘要：	中国经济形势新常态下，我国保险公司的产品和服务也在不断完善，对此，国家颁布与保险相关的法律确保该行业获得畅销稳定的发展。在近十年的保险发展黄金期间，更多的保险公司竞争趋于白热化，保险公司面临各个方面的严峻挑战。从本质上来看，保险公司的竞争体现是多元化的，既是公司之间的竞争，又是服务需求层次以及系统化服务方面的竞争。当前保险公司的产品存在着同类化的情况，在强调以用户体验个性化的今天，保险公司只有从消费者的角度细分客源市场，挖掘客户的需求与保险产品有机结合起来，制定个性化的服务对策，从而获得更大的市场份额。本文参照了环境分析理论、服务质量差距模型理论和客户满意度理论，针对国内青岛市的寿险环境，寿险竞争对手等进行了分析，构建了弥合服务质量差距的策略，得到了全面提高客户满意度，将提高公司各项指标的结论。 本文先是回顾了环境分析理论和服务质量差距模型理论，然后运用环境分析工具对保险行业、竞争对手和太平人寿进行分析，运用服务质量差距模型对中国太平人寿保险公司青岛分公司（本文简称“太平人寿”）的服务营销进行分析，在青岛人寿保险市场上，太平人寿异军突起，一路高歌猛进，2016年寿险业绩均跃居第二位，2017年上半年寿险业绩已超过平安，抢占第一位，太平人寿的客户，增长了几十倍，品牌知名度和市场占有率也越来越高。本文探讨这一案例，研究太平人寿在服务营销发展的路程中作出的成就以及遇到的问题，来说明保险公司应该充分认识到服务营销观念的必要性。最后对太平人寿制定适宜的服务营销战略，弥合差距，持之以恒的提升公司的综合性竞争力，结合公司长远发展规划，制定专业化的营销服务体系。
英文摘要：	Under the new normal of China's economic situation, our country insurance company's products and services are also constantly improve, countries introduced a number of policies to support the insurance industry, insurance industry in our country will enter a golden decade of development, at the same time, the insurance industry is faced with challenge competition, insurance urgently needs to improve service quality, etc. The competition in the insurance industry is not only the competition between the company and the company, but also the market competition of diversified service level and systematic service. For insurance companies, in the market competition is increasingly fierce, the product homogeneity of today, in the customer demand, customer experience, the era of information explosion, only to accurately grasp and analysis of the demands of consumers, only to the existing market for effective positioning and market segmentation, the continuous mining and develop potential customers, to meet the demand of consumer products and services, to formulate appropriate service marketing strategy, to win more customers, to occupy the market. Based on the theory of environmental analysis theory, service quality gap model theory and customer satisfaction theory, this paper analyzes the life insurance environment of Qingdao city and the life insurance competition, and constructs a strategy to bridge the service quality gap, and obtains the overall improvement of customer satisfaction, which will improve the conclusion of the company's various indexes. This thesis first reviewed the environmental analysis theory and the theory of service quality gap model, then use environmental analysis tools for the insurance industry, competitors and Taiping were analyzed, and the use of the service quality gap model to the Taiping life insurance company of China, Qingdao branch （hereinafter referred to as the "Taiping"） of the service marketing is analyzed, the life insurance market in Qingdao, Taiping the meteoric rise of the rapid development, all the way life insurance performance have become the second in 2016, the first half of 2017 life insurance performance more than peace, grab the first, clients of the Taiping increased by several times, brand awareness and market share of more and more is also high. In this paper a case study of Taiping achievements made on the development of service marketing and the problems, to show the insurance company should fully realize the necessity of the concept of service marketing. Finally, Taiping formulate appropriate service marketing strategy, closing the gap, the persistence of promote the competitiveness of the company, the correct service marketing strategy, in order to ensure company's long-term healthy development.
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