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论文编号：	9730
作者编号：	2120152880
上传时间：	2017/12/9 16:17:41
中文题目：	BC人寿保险公司服务营销策略研究
英文题目：	The Research on the Service Marketing Strategy of BC Life Insurance
指导老师：	杜建刚
中文关键字：	市场营销；服务营销；保险营销
英文关键字：	Marketing; Service Marketing; Insurance Marketing
中文摘要：	近年来随着国民经济的发展及人们保险意识的提高，我国保险业取得了快速的发展。同时党和政府高度重视我国保险业的发展，2014年国务院印发了《国务院关于加快发展现代保险服务业的若干意见》，提出到2020年我国要基本建成适应社会及经济发展的现代保险业的目标。在强大的政策红利下，保险业原保险保费收入增速逐年提高，寿险公司原保险保费收入的增速更是优于保险行业的增速。在保险业快速发展的过程中，各保险公司普遍存在着重销售轻服务、销售误导及不能完全满足客户需求等问题，这些问题也制约着保险业的持续健康发展。本文重点参照了PEST分析理论、SWOT理论、市场细分与定位理论、服务营销理论，对BC人寿保险公司的营销环境进行了深入分析，构建了BC人寿保险公司的市场细分与定位策略及服务营销策略，得出了BC人寿保险公司的目标市场选择仍有偏差、服务营销策略仍不完善的结论。首先，本文对BC人寿保险公司的营销环境进行分析，主要对宏观环境进行了PEST分析，从寿险业重点指标出发进行了主要竞争对手分析，通过SWOT分析明确了BC人寿保险公司的优劣势、机会与威胁。其次，通过BC人寿保险公司的目标市场的细分，提出了BC人寿保险公司市场细分与定位策略优化。再次，结合BC人寿保险公司的营销环境分析及市场细分与定位策略优化，针对服务营销的7P因素进行了策略优化。最后，针对BC人寿保险公司的服务营销策略制定了具体的实施与保障措施。本文对于BC人寿保险公司服务营销策略的研究，不仅有利于BC人寿保险公司改进服务水平，在市场上取得竞争优势，也有利于其他人寿保险公司进行借鉴，提高保险业整体的服务水平。
英文摘要：	In recent years, with the development of the national economy and improvement of people's insurance awareness, China's insurance industry has seen fast growth. Besides, the Communist Party and the Central Government have attached great importance to the development of China's insurance industry. In 2014, the State Council issued Several Opinions of the State Council on Accelerating the Development of Modern Insurance Service Industry, which came up with the goal that China should basically build a modern insurance industry in line with social and economic development by 2020. With favorable policies, the growth rate of original premium income of the insurance industry has increased year by year, and the growth rate of original insurance premium income of life insurance companies is well above that of the industry. Along with the rapid development of the industry, problems such as unequal emphasis on sales and service, sales misleading and failure to fully meet customers’ needs are commonly seen among insurance players, which hinders the sustainable and healthy development of the industry. By refering to PEST analysis theory, SWOT theory, theory of market segmentation and positioning and service marketing theory, this paper conducts an in-depth analysis of the marketing environment of BC Life insurance company, develops a market segmentation and positioning strategy and service marketing strategy for BC Life Insurance, and draws the conclusion that the market selection of BC Life Insurance is biased and the service marketing strategy still leaves room for improvement. First, in terms of the marketing environment analysis of BC Life Insurance, this paper mainly conducts PEST analysis of the macro environment and major competitor analysis based on key life insurance index. The strength, weakness, opportunity and threat are illustrated with SWOT theory. Secondly, in accordance with the target market segmentation of BC Life Insurance, the paper puts forward strategy optimization for market segmentation and positioning. Thirdly, in connection with marketing environment analysis and strategy optimization of market segmentation and positioning of BC Life Insurance, strategy optimization is conducted on 7P factors targeting service marketing. Last, specific implementation and safeguard measures are formulated regarding service marketing strategy of BC Life Insurance. The study of service marketing strategy of BC Life Insurance will assist BC Life Insurance in the improvement of its service and obtaining competitive advantage in the market, as well as serve as a reference to other players in life insurance sector, so as to raise the overall service standard of the insurance industry.
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