【摘要】：隨著互聯(lián)網(wǎng)的飛速發(fā)展以及電子商務(wù)的廣泛應(yīng)用,顛覆了各個領(lǐng)域傳統(tǒng)的商業(yè)模式,催生了一些新型營銷手段�；ヂ�(lián)網(wǎng)技術(shù)正在促進保險業(yè)的思維變革、管理變革,在保險營銷模式創(chuàng)新領(lǐng)域中發(fā)揮著至關(guān)重要的作用。然而,目前,我國網(wǎng)銷保險的發(fā)展處于初級階段,整個壽險市場在營銷、資金運用、和售后服務(wù)仍然存在很多問題,大量的客戶需求無法滿足,仍然是一個經(jīng)營粗放、競爭無序、發(fā)展不完善的初級市場。據(jù)統(tǒng)計,網(wǎng)銷保險費的貢獻率大多數(shù)都少于1%。面對機遇與挑戰(zhàn)并存的局面,保險公司如何應(yīng)對市場變化的同時,更好地利用好互聯(lián)網(wǎng)平臺提升自身發(fā)展水平,贏得客戶和市場成為保險公司制勝的鍵點,這同時也成為一項值得研究的課題。本文從中國人壽珠海分公司這一個案出發(fā),力圖運用所學(xué)到的企業(yè)戰(zhàn)略管理理論,通過從企業(yè)的內(nèi)部、外部環(huán)境、所面臨的市場競爭態(tài)勢三個角度對中國人壽珠海分公司所面臨的內(nèi)外部環(huán)境進行系統(tǒng)、全面地分析,研究中國人壽珠海分公司所面臨的機會與威脅及自身的優(yōu)勢與劣勢。結(jié)合公司內(nèi)部的優(yōu)勢和劣勢、外部的機會和威脅,在應(yīng)用SWOT矩陣分析的基礎(chǔ)上提出“互惠寶”發(fā)展策略及實施控制措施。本文欲以對中國人壽珠海分公司在互聯(lián)網(wǎng)迅猛發(fā)展、微信營銷占據(jù)優(yōu)勢等新的市場競爭環(huán)境下,提出新的營銷發(fā)展戰(zhàn)略的研究,以期對面臨同樣環(huán)境下的保險公司有所啟發(fā)和幫助。
[Abstract]:With the rapid development of the Internet and the wide application of electronic commerce, the traditional business models in various fields have been subverted, and some new marketing methods have been spawned. Internet technology is promoting the change of thinking and management of insurance industry, which plays an important role in the innovation of insurance marketing mode. However, at present, the development of net marketing insurance in our country is in the initial stage. There are still many problems in the whole life insurance market in marketing, capital utilization, and after-sales service. A large number of customer needs cannot be met, so it is still a extensive operation. Disordered competition and imperfect primary market. According to statistics, the contribution rate of net sale insurance premium is less than 1. Facing the coexistence of opportunities and challenges, how can insurance companies cope with the changes in the market, make better use of the Internet platform to improve their own level of development, win customers and the market become the key point for insurance companies to win? At the same time, it has become a subject worth studying. Starting from the case of Zhuhai Branch of China Life Insurance Company, this paper tries to apply the enterprise strategic management theory learned from the internal and external environment of the enterprise. This paper systematically analyzes the internal and external environment of China Life Zhuhai Branch from three angles of market competition situation, and studies the opportunities and threats faced by China Life Zhuhai Branch as well as its own strengths and weaknesses. Combined with the internal strengths and weaknesses, external opportunities and threats, the development strategy and control measures of "reciprocal treasure" are put forward on the basis of SWOT matrix analysis. Under the new market competition environment, such as the rapid development of the Internet and the advantage of WeChat marketing, this paper intends to propose a new marketing development strategy for China Life Insurance Zhuhai Branch. In order to face the same environment insurance companies have inspiration and help.
【學(xué)位授予單位】：蘭州大學(xué)
【學(xué)位級別】：碩士
【學(xué)位授予年份】：2015
【分類號】：F274;F842.3

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本文編號：2399085