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论文编号：	9802
作者编号：	2120152613
上传时间：	2017/12/11 21:22:35
中文题目：	中国人保财险天津市分公司营销策略研究
英文题目：	The Research Of Marketing Strategy Of PICC Tianjin Branch
指导老师：	韩德昌
中文关键字：	财产保险 保险营销 营销理念 营销策略
英文关键字：	Property Insurance Insurance Marketing Marketing Concept Marketing Strategy
中文摘要：	中国人民财产保险股份有限公司（PICC P&C 简称“中国人保财险”）是经国务院同意，中国保监会批准，于2003年7月由中国人民保险集团公司发起设立的、亚洲最大的财产保险公司。其前身是1949年10月经中国人民银行政务院财经委员会批准成立的中国人民保险公司。多年来连续上榜福布斯“世界500强”企业榜单；穆迪评级Aa3级企业，与中国主权评级一致；中国内地金融企业海外上市“第一股”。自上世纪80年代保险业务随着改革开放解禁以来，在国内保险市场上中国人民保险一直处于主导甚至垄断地位，包括庞大的公司体量，众多的营业网点、营销人员，雄厚的资本积累，以及长期制定行业规则，保险条款等优势，奠定中国人保行业龙头的地位。 反观国外发达国家保险市场，经过多年来的发展，不论保险密度与保险深度，已经接近饱和，国外的保险人和保险经纪人纷纷将目光投向尚处于发展初期的中国保险市场。同时随着我国“入市”承诺的不断兑现，外资保险人进入中国市场的门槛逐渐降低，准许经营范围逐步扩大。我国保险市场迎来了一波汹涌的竞争浪潮。对中国人保财险而言，既迎来了学习国外先进保险营销管理经验的好机会，又由于竞争主体的不断增加，市场份额连年下滑，这也是挑战所在。 本文以笔者所在的中国人保财险天津市分公司为研究对象，依据多年从业经验并结合行业数据，介绍了人保财险天津市分公司近些年的发展情况，营销现状，并提出了发展中所存在的问题。对天津市本地保险市场进行详细的环境分析，针对所暴露出来的问题进行营销策略的制定，构建适合当下时代发展的保险公司营销理念，产品策略，渠道策略等。最后提出实施营销策略的保障措施。希望通过本文的分析，对人保财险天津市分公司甚至天津市内全行业的财产保险公司的营销思路有所启示，对改善其营销环境，扩大营销渠道，提升销售业绩，强化销售管理等多方面予以帮助。
英文摘要：	Peoples Insurance Company of China (PICC P&C, referred to as "Chinese PICC") is approved by the State Council, China approved by the CIRC, the property insurance company in July 2003 by the People's Insurance Company of China Group, initiated the establishment of Asia's largest. Its predecessor is in 1949 the 10 menstrual period, the people's Bank of China Executive Yuan Finance Committee approved the establishment of the People's Insurance Company of China. Over the years, Forbes has been listed on the list of the world's top 500 enterprises; Moodie rating Aa3 enterprise is in line with China's sovereign rating; Mainland China's financial enterprises overseas listing, the first stock". Since the last century since the lifting of the ban in 80s the insurance business with the reform and opening up, in the domestic insurance market Chinese people's insurance has been in a dominant or even monopoly, including large volume of business outlets, many marketing personnel, capital accumulation, and long-term for industry rules, insurance clauses and other advantages, establish Chinese insurance industry leader position. In developed countries the insurance market, after years of development, regardless of the insurance density and insurance depth is close to saturation, the insurer and the insurance agent abroad will have eyes is still in the early stages of the development of insurance market China. At the same time, with the constant promises of "entering the market", the threshold for foreign insurance holders to enter the Chinese market has gradually declined, and the scope of business has been gradually expanded. China's insurance market ushered in a wave of surging wave of competition. As for PICC, it is a good opportunity to learn advanced foreign insurance marketing management experience, and because of the increasing competition, the market share has declined year by year, which is also the challenge. In this paper, the author Chinese PICC Tianjin branch as the research object, based on years of experience and the combination of industry data, introduces the development situation, PICC Tianjin branch in recent years, the marketing situation, and puts forward the existing problems in the development of. Conduct a detailed analysis of the environment of the local insurance market in Tianjin City, formulate the marketing strategy in view of the problems exposed, to construct the contemporary development of the insurance company's marketing concept, product strategy, channel strategy. Finally, the guarantee measures of marketing strategy are put forward. I hope that through this analysis, enlighten the marketing ideas of property insurance company of PICC Tianjin branch in the city of Tianjin and even the whole industry, to improve its marketing environment, expand marketing channels, improve sales performance, to help strengthen sales management and other aspects.
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