本文選題：保險企業(yè)　切入點：文化營銷　出處：《中南林業(yè)科技大學(xué)》2014年碩士論文　論文類型：學(xué)位論文

【摘要】：在全球經(jīng)濟一體化、各個企業(yè)競爭逐漸加劇的大時代背景前提下,經(jīng)濟發(fā)展和社會進(jìn)步不斷促進(jìn)各學(xué)科領(lǐng)域的發(fā)展。文化營銷正是市場營銷等綜合學(xué)科在新時期的發(fā)展延伸。文化營銷策略滲透到企業(yè)運營的全過程,在營銷活動中最大能力發(fā)揮文化的影響力,將文化服務(wù)于企業(yè)的內(nèi)部客戶和外部客戶,將會是未來的研究重點。對于發(fā)展較晚的中國保險行業(yè),文化營銷策略的實施時間尚短,有著巨大的市場潛力和發(fā)揮空間。但人壽保險企業(yè)的文化營銷策略基本上還處于摸索階段,對迷茫中的企業(yè)管理者來說,在實行文化營銷策略的初級階段缺乏可以模仿和學(xué)習(xí)的對象,這一點為保險企業(yè)實施文化營銷增加了難度。 我國的保險行業(yè)的文化營銷起步相對較晚,理論體系尚未完善,雖然相關(guān)文化營銷研究日益受到關(guān)注,但是與企業(yè)實際情況相結(jié)合的運用經(jīng)驗尚有不足。尤其在保險業(yè)這一方面的相關(guān)研究資料較少,研究泰康人壽這種新起之秀的人壽保險公司的更是鳳毛麟角。本文通過對泰康人壽的文化營銷策略的研究學(xué)習(xí),結(jié)合科學(xué)有效的實踐和分析工具,望整合出適應(yīng)于泰康人壽保險股份有限公司持續(xù)發(fā)展的文化營銷策略。 本文以文化營銷層次、文化營銷策略等理論為基礎(chǔ),試分析研究泰康人壽保險股份有限公司的文化營銷策略。以現(xiàn)今的時代大背景為前提,討論文化營銷策略的理論研究和實際運用。文章概括回顧現(xiàn)有研究的文化營銷策略,并闡述了國內(nèi)外主要研究成果及方向,以泰康人壽保險股份有限公司有主要研究對象,并且借鑒其他幾大成功的國內(nèi)外公司實例,綜合研究探討在當(dāng)代經(jīng)濟社會背景前提下,泰康人壽保險股份有限公司的文化營銷策略運用。立足于對泰康入壽文化營銷策略的具體研究,根據(jù)實地實習(xí)考察,和基礎(chǔ)理論的合理運用,科學(xué)高效地結(jié)合書本理論知識與實際運用,盼能更加完善和發(fā)展文化營銷這一學(xué)科領(lǐng)域在人壽保險銷售行業(yè)中的理論運用,通過合理優(yōu)化和借鑒使得文化營銷策略更加符合市場發(fā)展與消費者需求,更有助于企業(yè)戰(zhàn)略性管理與發(fā)展。
[Abstract]:Under the background of the global economic integration and the gradual intensification of competition among various enterprises, Economic development and social progress continue to promote the development of various disciplines. Cultural marketing is the extension of comprehensive disciplines such as marketing in the new period. Cultural marketing strategy permeates the whole process of enterprise operation. To exert the influence of culture in the marketing activities and to serve the internal and external customers of the enterprise will be the focus of future research. The implementation time of the cultural marketing strategy is still short for the Chinese insurance industry, which developed relatively late. There is huge market potential and room for exertion. But the cultural marketing strategy of life insurance enterprises is basically still in the groping stage. In the initial stage of carrying out cultural marketing strategy, there is no object that can be imitated and learned, which makes it more difficult for insurance enterprises to carry out cultural marketing. The cultural marketing of insurance industry in our country starts relatively late, and the theoretical system is not perfect, although the related cultural marketing research has been paid more and more attention. However, the application experience combined with the actual situation of the enterprise is still insufficient. Especially in the insurance industry, there are few relevant research materials. It is rare to study Taikang Life Insurance Company, which is a new rising star. Through the research and study of Taikang Life's cultural marketing strategy, this paper combines scientific and effective practice and analysis tools. Hope to integrate into the Taikang Life Insurance Co., Ltd.'s sustainable development of cultural marketing strategy. Based on the theories of cultural marketing level and cultural marketing strategy, this paper tries to analyze and study the cultural marketing strategy of Taikang Life Insurance Co., Ltd. This paper discusses the theoretical research and practical application of cultural marketing strategy. The article reviews the existing cultural marketing strategies, and expounds the main research achievements and directions at home and abroad, with Taikang Life Insurance Co., Ltd. as the main research object. And draw lessons from other successful examples of domestic and foreign companies, comprehensive research under the premise of contemporary economic and social background, The application of cultural marketing strategy of Taikang Life Insurance Co., Ltd., based on the specific research on Taikang's cultural marketing strategy, according to the field practice investigation, and the rational application of basic theory, Scientific and efficient combination of book theory knowledge and practical application, hoping to improve and develop the discipline of cultural marketing in the life insurance sales industry, Through the rational optimization and reference, the cultural marketing strategy is more in line with the market development and consumer needs, and is more conducive to the strategic management and development of enterprises.
【學(xué)位授予單位】：中南林業(yè)科技大學(xué)
【學(xué)位級別】：碩士
【學(xué)位授予年份】：2014
【分類號】：F274;F842.3

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