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论文编号：	9923
作者编号：	2220160643
上传时间：	2018/5/30 17:51:12
中文题目：	工银安盛人寿保险公司服务营销策略研究
英文题目：	ICBC-AXA Life Insurance Company Service Marketing Strategy Research
指导老师：	刘建华教授
中文关键字：	工银安盛人寿；服务营销；市场定位；服务营销组合
英文关键字：	Icbc-axa life; Service marketing; Market positioning; Service the marketing mix
中文摘要：	工银安盛人寿保险有限公司（简称“工银安盛人寿”）是由全球最大保险集团AXA 安盛集团、全球市值最多的银行中国工商银行以及全球500 强央企中国五矿集团公司共同合作创建的。公司的股权结构主要为：中国工商银行占股最大，为60%，AXA 安盛集团占股27.5%，而中国五矿集团公司则占股12.5%。由此可见，工银安盛人寿保险有限公司在资本以及品牌声誉等诸多方面具有显著的优势，其能够充分利用中国工商银行的丰富金融经验与坚实的金融基础，AXA 安盛集团先进的风险管理理念与巨大的保险专业优势，中国五矿集团公司雄厚的经济实力与众多的本土资源。工银安盛人寿总部坐落于中国上海，注册资本共计87.05 亿元，截止到目前为止，其提供的服务已经涉及全国范围内的20 多个重要省市。与此同时，公司按照既定计划，在维持平稳经营的基础上不断提高发展速度，逐步拓展市场范围，面向更多的客户提供保险保障以及财富规划等个性化服务。本文为了帮助工银安盛人寿及时抓住发展机会并且能够应对随时可能发生的风险，在对工银安盛人寿形成整体性认知的基础上提出了以服务营销为主要内容的发展战略。通过提升工银安盛人寿的整体对客服务能力，提高工银安盛人寿的市场竞争力。从服务营销实施的重点与难点入手，我们不难发现服务营销的实质是通过翻越“股东壁垒”的藩篱，一方面要打通股东经营理念，从而提高工银安盛的整体竞争力。为能提高工银安盛的竞争力，实施7Ps 服务营销策略，加强内部各个部门之间沟通联系增加工银安盛的整体性，面向客户群体提供更为优质的服务。与此同时，各个部门之间的紧密联系有助于增强工银安盛人寿的营销能力与客服服务能力。而如何进行服务营销策略实施的保障，做到各方利益平衡，保持员工的工作热情是人力资源部门所要解决的重要问题，要让各部门通力配合必须要以利益的合理分配为基础，各部门配合完成一项工作，每个部门都有高估自身在工作中重要性的倾向，因此必须要有明确的规章制度来区分各部门在工作中的贡献和理应获得的资源。科技手段的应用也将使营销整合锦上添花，通过科技手段，可以将服务营销策略实施的制度、流程、分配规则固化到系统之中，强制执行，这样做的好处是不但可以规范业务，而且还可以减少相关人员的质疑，加强公司高管对业务的管理。
英文摘要：	Icbc-axa life insurance co., LTD. (hereinafter referred to as "Icbc-axa life insurance") is the world's largest insurance group AXA , the world's largest bank by market value, industrial and commercial bank of China and the global top 500 state-owned China minmetals group companies work together to create. The company's shareholding structure is mainly: industrial and commercial bank of China is the largest, with 60%, AXA group accounting for 27.5%, and China minmetals group accounting for 12.5%. Thus, Icbc AXA life insurance co., LTD., in many aspects, such as capital and brand reputation has significant advantages, it can make full use of the industrial and commercial bank of China financial rich experience and solid financial foundation, AXA group advanced risk management idea and the huge insurance professional advantage, China minmetals group company with strong economic strength and many local resources. Icbc-axa life is headquartered in Shanghai, China, with a registered capital of 8.705 billion yuan. So far, its services have covered more than 20 important provinces and cities nationwide. At the same time, the company in accordance with the established plan, and in maintaining the smooth operation on the basis of constantly improve development speed, gradually expand the scope of the market, for more customers to provide personalized services such as insurance and wealth planning. In this paper, in order to help the Icbc-axa life promptly seize development opportunities and the ability to cope with risks can occur at any time, in the factory silver Icbc-axa life forms integrity cognition is proposed on the basis of service marketing as the main content of the development strategy. To improve the market V competitiveness of Icbc-axa life by enhancing its overall customer service capability. From the perspective of the implementation of the key points and difficulties of service marketing, it is easy to find the essence of the service marketing is through the shareholders "barriers" to cross the barriers, on the one hand, to get through shareholders' business philosophy, so as to improve the overall competitiveness of Icbc-axa. To improve the competitiveness of Icbc-axa, 7 ps service marketing strategy implementation, strengthen internal communication between different departments to increase the integrity of the Icbc-axa and geared to the needs of customers to provide more quality services. At the same time, the strong links between the various departments will help to enhance Icbc's marketing and customer service capabilities. And how to carry out service marketing strategy implementation of the safeguard, maintain a balance between the interests of all parties, maintain staff's work enthusiasm is the important problem to solve the human resources department, want to let each department to cooperate must be based on the rational distribution of interests, all departments to cooperate to complete a task, each department tend to overestimate their own importance at work, so there must be a clear rules and regulations to distinguish each department's contribution to the work and deserve resources. The application of the technology will also make the icing on the cake, marketing integration by means of science and technology, can the service marketing strategy implementation of the system, curing process, the distribution rules of the system of compulsory execution, the advantage is not only can regulate the business, but also can reduce the related personnel, strengthen the management of business executives.
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