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| 论文编号： | 9635 | |
| 作者编号： | 2120152828 | |
| 上传时间： | 2017/12/8 8:55:48 | |
| 中文题目： | 中邮保险公司营销策略及其实施研究 | |
| 英文题目： | China Post Insurance company marketing strategy and implementation | |
| 指导老师： | 李桂华 | |
| 中文关键字： | 中邮保险公司；市场营销；营销策略 | |
| 英文关键字： | China Post Insurance；Marketing；Strategy | |
| 中文摘要： | 我国保险行业近年来得到了飞速的发展，从最开始的粗放式营销，到如今市场营销模式不断精细化，尤其寿险行业不断拓展，满足了多元化金融需求，既能实现企业利润的最大化，又能实现社会公益化。而中邮保险作为保险行业，尤其是寿险行业的一名新兴企业，开创了保险行业的独特经营模式，也在保险市场营销方面不断发展、创新。 随着保险业新一轮市场化改革的深化推进，特别是监管力度持续加大，邮政代理保险、自办保险都面临全新的转型发展和竞争形势。中邮保险大力推进产品研发、营销培训、营运保障、队伍共建等专业能力建设，总省积极协同各级邮银机构，丰富产品体系，突出政策导向，强化营销组织，做好售后服务，严格风险管控，优质发展。 本文通过对微宏观政策、社会、技术等分析为中邮保险的发展方向提供了参考意义；对内部环境的分析，明晰了公司发展的优势与机遇，明确公司的短板，迎难而上面对挑战；从市场细分和市场定位剖析了目标客户群体。针对中邮保险的营销战略目标、营销模式以及产品服务流程进行了详细的分析，尤其中邮保险特有的“自营+代管”的模式下如何长久健康的发展下去，并通过组织架构、培训体系、营销团队和技术支撑几个方面给出了建议。图4幅，参考文献30篇。 | |
| 英文摘要： | Has developed rapidly in our country insurance industry, from the very beginning of the vulgar marketing, marketing mode now continuous refinement, especially life insurance industry development, meet the diversified financial demands, can achieve the profit maximization of the enterprise, and to realize social public welfare. And mailed in insurance as the insurance industry, especially the life insurance industry in an emerging enterprise, create the unique business model of the insurance industry, is also continuous development and innovation in terms of insurancemarketing. As the insurance industry a new round of market-oriented reform deepening, especially regulation continues to increase, postal service agency insurance, self insurance is facing a new transformation development and competition situation. Mailed in insurance vigorously promote product research and development, marketing, training, operation security, team building and other professional capacity building, total province positive synergy mail silver agencies at all levels, rich product system, policy guidance, to strengthen the marketing organization, completes the after-sales service, strict risk control, quality development. In this paper, through analysis of micro macro policy, society, technology and so on as the developing direction of the postal insurance provides reference; The analysis of internal environment, clear the advantages and opportunities for the development of the company, clear the company's board, going to face challenges; From the market segmentation and market positioning analysis of the target customer group. For the postal insurance marketing strategy target, marketing model and product service process are analyzed in detail, especially in the postal insurance unique mode how to long-term health development, and through the organization structure, training system, the marketing team and technical support advice is given。 | |
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