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1、中国平安保险厦门分公司的营销策略研究[摘要]本文以中国平安保险(集团)股份有限公司(以下简称“中国平安”)厦门分公司为主体,从中同保险业谈起,阐述了中国保险业务快速增长,服务领域不断拓宽,市场体系的H益完善,法律法规逐步健全,监管水平不断提高,风险得到有效防范,但与发达W家和比还有比较大的差距,本文分析我国保险业发展状况并提出建议。通过对保险业的行业环境分析,对屮国平安的内部状况分析,运用营销管理的基本理论,从产品、销售渠道、促销等方面阐述了中国平安保险公司产寿险分业肜营销策略的调整,通过专业化的经营管理、适度的销售渠道融合,以及建立顾客满意的服务等,使屮U肀安在分业经营屮保持丼发展竞争
2、优势,树立企业品牌,发展并保持K期客户,从而实现理想的业务规模,继而实现公司效益的经营□标。创新点主要是在国内保险业分业经营的背景下,根据国际上保险集团混业、分业、兼业联合的发展经验,初步探索国内保险企业产寿险营销中的适度的兼业联合,以及技术革命带来的新渠道。[关键词]中W肀安保险营销营销策略MarketingStrategyofChinaPingAnInsuranceCompanyAbstract:Thisarticle,basedonChina’sPingAnLifeInsuranceCompanyLimited’sbrandstrategyasthemainbody,orcarry
3、ingoutadetailedexposition.ByChinainsurancebusinessisgrowingrapidly,servicesexpanding,andthemarketsystem,perfectinglawsandregulations,thegradualimprovementofsupervisionlevelenhancesunceasingly,riskeffectivelyguard,butcomparedwiththedevelopedcountrieshavebiggerdifference,theanalysisofChinainsurance
4、industrydevelopmentstatusandputsforwardsomeSuggestions.ThroughtheanalysisoftheinsuranceindustryenvironmentforChina,thepeaceoftheinternalconditionanalysis,usingmarketingmanagementofthebasictheory,fromproduct,price,promotionandsoonsaleschannels,expoundsthepinganinsurancecompanyproductionlifeinsuran
5、ceseparatedaftermarketingstrategyadjustment,throughprofessionalmanagement,themoderatesaleschannelfusion,andestablishingthecustomerswiththebestservice,soastomakepeaceindecentralizedmanagementofinsurancecompanytomaintainanddevelopcompetitiveadvantage,thesettingupenterprisebrand,todevelopandmaintain
6、long-termcustomers,soastoachievetheidealbusinessscale,andthenrealizethecompany'sbenefitmanagementgoal.Innovationsmostlyindomesticinsuranceunderthebackgroundofdecentralizedmanagement,accordingtotheinternationalinsurancegroupmixed,segregation,jointdevelopmentexperience,concurrent-businessinsurancee
7、nterprisesindomesticpreliminaryexplorationofmoderateconcurrent-businessinsurancemarketingandtechnicalrevolutioncombinedwiththenewchannel.KeyWords:China’sPingAnInsurancemarketingMarketstrategy目录弓IB5第一章相关理论综述61.1市场营销的概念6