本文選題：壽險營銷　切入點：市場拓展　出處：《西北農(nóng)林科技大學(xué)》2014年碩士論文　論文類型：學(xué)位論文

【摘要】：保險,是國家經(jīng)濟的重要組成部分，是金融體系不可或缺的重要組成。在現(xiàn)代社會中商業(yè)保險也是社會保險體系的重要補充，是保障社會和諧穩(wěn)定的穩(wěn)壓器。在當(dāng)今生產(chǎn)國際化、商品世界化、資本國際惡化、金融全球化的時代，保險業(yè)為經(jīng)濟的運行提供了重要的保障作用。我國保險業(yè)從無到有，從小大大，經(jīng)歷了50年艱難的發(fā)展歷程。隨著我國社保保障體系各項制度改革的不斷深入，商業(yè)保險與國家的發(fā)展和人民的切身利益息息相關(guān)。特別是今年國家提出構(gòu)建和諧社會的目標，保險應(yīng)當(dāng)發(fā)揮更大的作用。 本文共分6個部分，主要研究內(nèi)容如下： 第一章導(dǎo)論主要介紹了文章的選題背景、研究目的、研究意義，國內(nèi)外知名保險機構(gòu)研究動態(tài)、研究思路與方法及論文創(chuàng)新之處。 第二章相關(guān)理論基礎(chǔ)分析了波特競爭力理論、核心競爭能力理論、資源流派理論以及對于市場細分與市場定位的分析，，為英大人壽陜西分公司市場拓展研究奠定了堅實的基礎(chǔ)提供了大量的理論依據(jù)。 第三章市場現(xiàn)狀的分析對于宏觀環(huán)境的分析，從陜西省整個經(jīng)濟大環(huán)境入手到陜西省壽險行業(yè)結(jié)構(gòu)、客戶群消費心理、投保目的、壽險市場的供給、險種的分析等諸多問題的研究，為英大人壽陜西分公司市場拓展研究提出了策略和啟示。 第四章市場SWOT的研究從英大人壽的優(yōu)劣勢入手，關(guān)于潛在的內(nèi)外部威脅和機會的研究給予大量的數(shù)據(jù)支持。 第五章市場定位通過陜西省壽險市場的細分研究細分原則、客戶類型細分、地域類型細分，綜合評價英大人壽在市場的拓展原則和定位。 第六章市場拓展實施對策從個人業(yè)務(wù)市場、團體業(yè)務(wù)市場、經(jīng)濟發(fā)達地區(qū)市場、經(jīng)濟欠發(fā)達地區(qū)市場中存在的問題切入到市場拓展策略實施的相關(guān)保障措施。 結(jié)論及作用 保險作為中國金融三大支柱產(chǎn)業(yè)之一，尤其是壽險的業(yè)務(wù)發(fā)展、市場發(fā)達程度直接關(guān)系到一個城市的國民經(jīng)濟及人民生活的保障作用。英大人壽保險公司具有自己的特點，雖然規(guī)模不大但是專業(yè)性、針對性和靈活性卻是無可比擬。這幾年，隨著國家經(jīng)濟的不斷發(fā)展，我國的壽險事業(yè)也得到了蓬勃的發(fā)展。陜西壽險市場同樣也在迅速壯大，市場潛力不斷增強，但同時市場的競爭也越來越激烈。英大人壽陜西分公司面對航空母艦式的綜合型大保險公司，競爭壓力也越來越大。大公司經(jīng)營范圍廣泛、實力雄厚，英大人壽陜西分公司必須依靠股東但不依賴股東堅決走市場化道路，做有自身特點的專業(yè)性人壽保險公司。
[Abstract]:Insurance is an important part of the national economy and an indispensable component of the financial system. In modern society, commercial insurance is also an important complement to the social insurance system. In the age of internationalization of production, globalization of commodities, deterioration of international capital and financial globalization, the insurance industry has provided an important safeguard for the operation of the economy. Since childhood, it has undergone a difficult development process of 50 years. With the deepening of the reform of the social security system in China, Commercial insurance is closely related to the development of the country and the vital interests of the people. This paper is divided into six parts, the main research contents are as follows:. The first chapter mainly introduces the background, purpose, significance, research trends, research ideas and methods, and the innovation of the thesis. The second chapter analyzes Porter's competitiveness theory, core competitiveness theory, resource school theory, market segmentation and market positioning. It has laid a solid foundation for the research of market expansion of British Life Insurance Shaanxi Branch. Chapter III Analysis of the current situation of the Market from the whole economic environment of Shaanxi Province to the structure of the life insurance industry in Shaanxi Province, the consumer psychology of the customer base, the purpose of insurance, the supply of the life insurance market, The research of insurance analysis and many other problems provides the strategy and inspiration for the research of market expansion of British University Life Insurance Shaanxi Branch. In Chapter 4th, the research of market SWOT starts with the merits and demerits of British University Life, and the research on the potential internal and external threats and opportunities gives a lot of data support. Chapter 5th market positioning through the life insurance market segmentation in Shaanxi Province, the principle of segmentation, customer subdivision, regional classification, comprehensive evaluation of the British University Life in the market expansion principles and positioning. In Chapter 6th, the countermeasures of market expansion are introduced from the problems in personal business market, group business market, developed region market and underdeveloped region market to the relevant safeguard measures of market expansion strategy. Conclusion and effect. As one of the three pillar industries of Chinese finance, especially the development of life insurance, the degree of market development is directly related to the national economy of a city and the protection of people's life. Although the scale is small but professional, the pertinence and flexibility are unparalleled. In recent years, with the continuous development of the national economy, the life insurance industry in our country has also been booming. The life insurance market in Shaanxi is also growing rapidly. The potential of the market is constantly increasing, but at the same time, the competition in the market is becoming more and more intense. Facing the aircraft carrier type comprehensive large insurance company, the Shaanxi branch of British University Life Insurance Company is under increasing competition pressure. The Shaanxi branch of British University Life Insurance Company must rely on shareholders but not on shareholders to take the road of marketization and be a professional life insurance company with its own characteristics.
【學(xué)位授予單位】：西北農(nóng)林科技大學(xué)
【學(xué)位級別】：碩士
【學(xué)位授予年份】：2014
【分類號】：F842.3

【參考文獻】

相關(guān)期刊論文 前1條

1 焦清平;;中國保險業(yè)風(fēng)險形成及治理對策[J];保險研究;2008年10期

本文編號：1559496