本文選題：中國(guó)人壽衡陽(yáng)分公司 + 商業(yè)壽險(xiǎn)�。� 參考：《中南大學(xué)》2014年碩士論文

【摘要】：摘要：黨在中共十六屆五中全會(huì)提出了社會(huì)主義新農(nóng)村建設(shè)新要求,再次強(qiáng)調(diào)解決民生問(wèn)題、構(gòu)建百姓幸福生活的迫切任務(wù)。商業(yè)人壽保險(xiǎn)作為社會(huì)保障體系的重要組成部分,是對(duì)社會(huì)保險(xiǎn)的有益補(bǔ)充、提高和拓展,面對(duì)國(guó)家新的發(fā)展要求和農(nóng)村市場(chǎng)的發(fā)展?jié)摿?要加大農(nóng)村壽險(xiǎn)市場(chǎng)的開(kāi)發(fā),為農(nóng)民的健康、養(yǎng)老、生命安全、疾病等方面的風(fēng)險(xiǎn)完善和預(yù)防做出新的貢獻(xiàn)。 在此背景下,本文回顧相關(guān)的理論基礎(chǔ),以中國(guó)人壽衡陽(yáng)分公司為案例研究主體,探討農(nóng)村商業(yè)壽險(xiǎn)市場(chǎng)開(kāi)發(fā)的社會(huì)價(jià)值和公司價(jià)值。在對(duì)公司開(kāi)發(fā)農(nóng)村商業(yè)壽險(xiǎn)市場(chǎng)面臨的內(nèi)部環(huán)境和外部環(huán)境的深入分析基礎(chǔ)之上,文章提出了公司發(fā)展應(yīng)該采取的最佳戰(zhàn)略。本文進(jìn)一步地設(shè)計(jì)了衡陽(yáng)分公司農(nóng)村居民商業(yè)壽險(xiǎn)市場(chǎng)開(kāi)發(fā)方案,詳細(xì)規(guī)劃了開(kāi)發(fā)目標(biāo)、開(kāi)發(fā)階段、開(kāi)發(fā)措施等關(guān)鍵環(huán)節(jié)。最后,文章指出了公司戰(zhàn)略順利實(shí)施所需的人力資源、財(cái)務(wù)費(fèi)用、組織架構(gòu)和政府支持等保障措施。 在這個(gè)案例研究中,重點(diǎn)是開(kāi)發(fā)方案的提出,尤其是市場(chǎng)細(xì)分與目標(biāo)市場(chǎng)選擇、產(chǎn)品策略選擇、價(jià)格策略、渠道策略選擇、促銷策略選擇等五項(xiàng)針對(duì)性的開(kāi)發(fā)措施。通過(guò)中國(guó)人壽衡陽(yáng)分公司的案例研究,筆者希望可以使讀者對(duì)中國(guó)的農(nóng)村商業(yè)保險(xiǎn)市場(chǎng)有了宏觀的了解,為其他地區(qū)、其他企業(yè)的農(nóng)村壽險(xiǎn)市場(chǎng)開(kāi)發(fā)提供理論和實(shí)踐上的借鑒,加快中國(guó)農(nóng)村商業(yè)壽險(xiǎn)市場(chǎng)的開(kāi)發(fā)進(jìn)程,完善社會(huì)保障體系。
[Abstract]:Absrtact: in the Fifth Plenary session of the 16th CPC Central Committee, the Party put forward new requirements for the construction of a new socialist countryside, emphasizing once again the urgent task of solving people's livelihood problems and building a happy life for the people. As an important part of the social security system, commercial life insurance is a beneficial supplement to social insurance. In the face of the new development requirements of the country and the development potential of the rural market, it is necessary to increase the development of the rural life insurance market. Make new contribution to farmers' health, pension, life safety, disease and other aspects of risk improvement and prevention. In this context, this paper reviews the relevant theoretical basis, taking Hengyang Branch of China Life Insurance Company as a case study to explore the social and corporate value of the development of rural commercial life insurance market. Based on the deep analysis of the internal and external environment in the development of the rural commercial life insurance market, this paper puts forward the best strategy for the development of the company. This paper further designs the development scheme of the commercial life insurance market for the rural residents of Hengyang Branch, and plans the key links in detail, such as the development goal, the development stage, the development measures, and so on. Finally, the paper points out the necessary human resources, financial costs, organizational structure and government support for the smooth implementation of the company's strategy. In this case study, the emphasis is put forward on the development scheme, especially the market segmentation and target market selection, product strategy selection, price strategy, channel strategy selection, promotion strategy selection and other five targeted development measures. Through the case study of Hengyang Branch of China Life Insurance Company, the author hopes to make readers have a macroscopic understanding of the rural commercial insurance market in China, and provide theoretical and practical reference for the development of rural life insurance market in other regions and other enterprises. We will speed up the development of China's rural commercial life insurance market and improve the social security system.
【學(xué)位授予單位】：中南大學(xué)
【學(xué)位級(jí)別】：碩士
【學(xué)位授予年份】：2014
【分類號(hào)】：F842.3

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