本文選題：團(tuán)體保險(xiǎn) + 目標(biāo)市場(chǎng)選擇　； 參考：《福州大學(xué)》2014年碩士論文

【摘要】：平安養(yǎng)老保險(xiǎn)股份有限公司于2004年12月在上海成立,是國(guó)內(nèi)第一家專業(yè)養(yǎng)老金公司。2006年8月,平安養(yǎng)老與平安人壽團(tuán)銷事業(yè)部系列重組成為新的平安養(yǎng)老,一次性獲批35家分公司和127家中心支公司,平安養(yǎng)老保險(xiǎn)股份有限公司福建分公司(以下簡(jiǎn)稱“平安養(yǎng)老險(xiǎn)福建分公司”)即為其中一家省級(jí)分公司。隨著經(jīng)營(yíng)團(tuán)體保險(xiǎn)的主體日益增多,該市場(chǎng)競(jìng)爭(zhēng)的激烈程度持續(xù)攀升,但經(jīng)營(yíng)團(tuán)體保險(xiǎn)又使得各保險(xiǎn)公司面臨高成本、低收益的局面,難以實(shí)現(xiàn)連續(xù)持久的豐厚利潤(rùn)。因此,在現(xiàn)階段探索團(tuán)體保險(xiǎn)業(yè)務(wù)營(yíng)銷管理新模式是養(yǎng)老保險(xiǎn)公司可持續(xù)發(fā)展的必經(jīng)之路,這是關(guān)乎企業(yè)存亡和發(fā)展的重要課題。本文結(jié)合本人在平安養(yǎng)老險(xiǎn)福建分公司的工作實(shí)踐,選擇團(tuán)體保險(xiǎn)營(yíng)銷策略進(jìn)行研究,具有較大的實(shí)際應(yīng)用價(jià)值。本文先簡(jiǎn)單介紹了國(guó)內(nèi)外團(tuán)體保險(xiǎn)市場(chǎng)的研究現(xiàn)狀,對(duì)團(tuán)體保險(xiǎn)市場(chǎng)發(fā)展面臨的宏觀環(huán)境和行業(yè)競(jìng)爭(zhēng)環(huán)境進(jìn)行系統(tǒng)的分析,進(jìn)而結(jié)合平安養(yǎng)老險(xiǎn)福建分公司團(tuán)體保險(xiǎn)業(yè)務(wù)發(fā)展的競(jìng)爭(zhēng)優(yōu)勢(shì)及其面臨的瓶頸問(wèn)題,對(duì)平安養(yǎng)老險(xiǎn)福建分公司團(tuán)體保險(xiǎn)業(yè)務(wù)進(jìn)行了市場(chǎng)細(xì)分、目標(biāo)市場(chǎng)的選擇和定位,提出平安養(yǎng)老險(xiǎn)福建分公司要想繼續(xù)贏得市場(chǎng)引領(lǐng)者地位,需要通過(guò)采取以下一系列營(yíng)銷策略來(lái)實(shí)現(xiàn)：(1)通過(guò)險(xiǎn)種組合策略,打破產(chǎn)品界限,進(jìn)行創(chuàng)新組合,增加投資渠道,以滿足客戶的不同需求；(2)通過(guò)差異化定價(jià)策略,靈活制定價(jià)格,應(yīng)對(duì)新價(jià)格機(jī)制的出臺(tái),同時(shí)做好成本管控,避免惡性競(jìng)爭(zhēng),留住老顧客,吸引新顧客,保證公司利潤(rùn)；(3)通過(guò)渠道多元化策略,使用一切可能的銷售力量為分公司開(kāi)展產(chǎn)品推銷,在此過(guò)程中需要制定相應(yīng)的激勵(lì)方案以保證隊(duì)伍的銷售熱情,對(duì)于公司自身的直銷人員更是需要做好人力資源建設(shè)；(4)通過(guò)整合營(yíng)銷組合策略,積極做好各級(jí)利益相關(guān)者的公共關(guān)系,加強(qiáng)公關(guān)宣傳,在社會(huì)大眾中樹立公司形象；并建立強(qiáng)大的網(wǎng)絡(luò)系統(tǒng)和以客戶為中心的人性化服務(wù)體系,實(shí)現(xiàn)服務(wù)創(chuàng)新。最后闡述了平安養(yǎng)老險(xiǎn)福建分公司團(tuán)體保險(xiǎn)業(yè)務(wù)營(yíng)銷策略的實(shí)施�？傊�,面對(duì)未來(lái),要想贏得并保持引領(lǐng)者地位,平安養(yǎng)老險(xiǎn)福建分公司只有不斷運(yùn)用先進(jìn)的市場(chǎng)營(yíng)銷模式并保持創(chuàng)新,不斷整合各種資源,才能在瞬息萬(wàn)變的市場(chǎng)中保持不敗并成為永遠(yuǎn)的主導(dǎo)力量。
[Abstract]:Ping an endowment insurance co., Ltd. Was established in shanghai in December 2004. It is the first professional pension company in china. In august 2006, ping an pension and ping an life insurance group marketing department was reorganized into a new one Once approved 35 branches and 127 central branch companies, Ping an Pension Insurance Co., Ltd. Fujian Branch (hereinafter referred to as "Ping an Pension Insurance Fujian Branch") is one of the provincial branch. With the increasing of the main body of group insurance, the fierce competition in this market continues to rise, but the group insurance makes the insurance companies face the situation of high cost and low income, and it is difficult to realize the continuous and lasting profits. Therefore, exploring the new marketing management model of group insurance business is the only way for the sustainable development of endowment insurance companies, which is an important issue related to the survival and development of enterprises. Combining with my working practice in Fujian Branch of Ping an Pension Insurance, this paper chooses the marketing strategy of group insurance to carry on the research, which has great practical application value. This paper briefly introduces the current research situation of the group insurance market at home and abroad, and analyzes the macro environment and the competition environment of the group insurance market. Then combining with the competitive advantage and the bottleneck of the group insurance business development of Ping an Pension Insurance Fujian Branch, the market segmentation, target market selection and positioning of the group insurance business of Ping an Pension Insurance Fujian Branch are carried out. In order to win the status of market leader, Fujian Branch of Ping an Pension Insurance needs to adopt a series of marketing strategies as follows: (1) through the combination of insurance, breaking product boundaries, innovating portfolio and increasing investment channels, In order to meet the different needs of customers, (2) through the differentiated pricing strategy, flexible pricing, to deal with the introduction of new price mechanism, while doing a good job of cost control, avoid vicious competition, retain old customers, attract new customers, ensure the company's profits; (3) through the channel diversification strategy, using all possible sales force to carry out the product marketing for the branch company. In the process, we need to formulate the corresponding incentive plan to ensure the sales enthusiasm of the team. For the company's own direct sales personnel need to do a good job in the construction of human resources; (4) through the integration of marketing mix strategy to actively do a good job of public relations at all levels of stakeholders to strengthen public relations to establish the image of the company in the general public; And establish a strong network system and customer-centered humanized service system to achieve service innovation. Finally, the implementation of group insurance marketing strategy of Ping an Pension Insurance Fujian Branch is expounded. In short, in the face of the future, in order to win and maintain the status of leader, Ping an Pension Insurance Fujian Branch must constantly use advanced marketing models and keep innovation, and constantly integrate all kinds of resources. In order to remain unbeaten in the rapidly changing market and become the dominant force forever.
【學(xué)位授予單位】：福州大學(xué)
【學(xué)位級(jí)別】：碩士
【學(xué)位授予年份】：2014
【分類號(hào)】：F842.3;F274
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本文編號(hào)：2072543