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MBA论文_中国平安人寿深圳分公司平安福产品营销策略研究DOC

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从改革开放以来,保险业逐渐恢复发展,国内保险公司虽然发展迅速,但是 在人员素质、保险产品设计、企业服务理念等方面距离外资保险机构还有一定差 距。平安人寿作为一家寿险企业行业,面对行业发展欣欣向荣,市场竞争愈演愈 烈的机遇及挑战,应当与时俱进及时准确地调整旗下产品的营销策略。本文以平 安人寿旗下平安福保险计划为研究对象,研究平安福在深圳地区的内外部营销环 境,通过 SWOT 分析明细平安福产品的优势、劣势、机会、威胁,进而制定出 平安福在深圳地区营销的优化策略及相应的保障措施。本文研究发现平安福处于 有利的外部营销环境,具体表现为政策鼓励的政治环境、高速发展的经济环境、 人口快速增长以及深圳居民对人身险业务认可度高的社会环境以及平安集团领 先的金融科技技术环境。对平安福产品的 SWOT 分析发现平安福营销的优势为 平安集团的综合金融平台、领先业内的金融科技技术以及重视人才的培训;劣势 为业务扩张带来的声誉风险、产品结构有待创新、产品营销渠道单一;机遇是政 治环境支持平安福产品的发展、深圳地区具有良好的保险购买基础、平安人寿寿 险及健康险业务发展趋势良好;存在的威胁是深圳地区同业竞争激烈、香港保险 跨境销售。建议平安人寿深圳分公司适时创新产品结构和条款,挖掘集团医疗产 业资源,发挥平安集团医疗领域优势以便为客户带来新的产品体验;在产品定价 策略上进一步优化,考虑采取优惠价策略以缩短与竞品定价上的差距;支持专业 保险中介机构销售拓展新的销售渠道;平安人寿深圳分公司应当依托包括传统媒 体、自媒体、员工等媒介,采取热点事件营销、公众接待日、公益广告等方式提 升平安人寿、平安福在消费者心中的地位。为保证提升策略顺利实施,平安人寿 深圳分公司应当采取措施打造强大的企业公信力、加强保险人才队伍建设,进一 步拓展移动互联网在寿险营销中的应用,对同业具有一定的参考价值。 关键词,人寿保险,4P 理论,市场营销策略,SWOT 分析MBA 学位论文 作者,李柄燊 中国平安人寿深圳分公司平安福产品营销策略研究 III Marketing Strategy of Ping An Fu Products of Ping An Shenzhen Branch of China Abstract Since the reform and opening up, the insurance industry has gradually resumed its development. Although domestic insurance companies have developed rapidly, they are still far from foreign insurance institutions in terms of personnel quality, insurance product design, enterprise service concept, etc. As a life insurance industry, Ping An Life Insurance Company should adjust its marketing strategy timely and accurately in the face of the opportunities and challenges of booming industry development and increasingly fierce market competition. This paper takes Ping An Fu insurance plan of Ping An Life as the research object, studies the internal and external marketing environment of Ping An Fu in Shenzhen, analyzes the advantages, disadvantages, opportunities and threats of Ping An Fu products through SWOT, and then formulates the marketing optimization strategy and corresponding guarantee measures of Ping An Fu in Shenzhen. This paper finds that Ping An Fu is in a favorable external marketing environment, which is embodied in the political environment encouraged by policies, the economic environment of rapid development, the rapid growth of population, the social environment of Shenzhen residents' high recognition of personal insurance business and the leading financial technology environment of Ping An group. SWOT analysis of Ping An Fu products shows that the advantages of Ping An Fu marketing are the comprehensive financial platform of Ping An Group, the leading financial technology in the industry, and the emphasis on talent training; the disadvantages bring reputation risks to business expansion, the product structure needs to be innovated, and the product marketing channel is single; the opportunity is that the political environment supports the development of Ping An Fu products, and Shenzhen has good insurance There is a good development trend in the business of purchasing basis, Ping An Life Insurance and health insurance; the existing threats are fierce competition among peers in Shenzhen and cross-border sales of Hong Kong insurance. It is suggested that Ping An Life Insurance Shenzhen branch should timely innovate product structure and terms, tap the group's medical industry resources, give full play to the advantages of Ping An Group's medical field so as to bring new productMBA 学位论文 作者,李柄燊 中国平安人寿深圳分公司平安福产品营销策略研究 IV experience to customers; further optimize product pricing strategies, consider adopting preferential pricing strategies to shorten the gap with competitive pricing; support professional insurance intermediaries to expand new sales channels The Shenzhen Branch of Ping An life shall rely on traditional media, self media, employees and other media to improve the status of Ping An Life and Ping An Fu in the hearts of consumers by means of hot event marketing, public reception day, public service advertising, etc. In order to ensure the smooth implementation of the promotion strategy, Ping An Life Shenzhen branch should take measures to build a strong corporate credibility, strengthen the construction of insurance talent team, and further expand the application of mobile Internet in life insurance marketing, which has a certain reference value for the industry. Key words,Life Insurance, 4P Theory, Marketing Strategy, SWOT AnalysisMBA 学位论文 作者,李柄燊 中国平安人寿深圳分公司平安福产品营销策略研究 V 目 录 中文摘要................................................II Abstract ............................................... III 第一章 引言 ............................................1 1.1 研究背景及意义 ................................... 1 1.1.1 研究背景......................................................................................1 1.1.2 研究意义......................................................................................1 1.2 研究方法与内容 ................................... 2 1.2.1 研究方法......................................................................................2 1.2.2 研究内容......................................................................................2 1.2.3 研究工具......................................................................................3 第二章 相关理论综述 ......................................5 2.1 市场营销理论概述 ................................. 5 2.1.1 4P 理论 .........................................................................................5 2.1.2 STP 理论.......................................................................................6 2.2 保险和保险营销理论的相关概念及发展 ............... 7 2.2.1 保险相关概念..............................................................................7 2.2.2 保险营销特点..............................................................................7 2.2.3 保险营销渠道..............................................................................9 2.2.4 我国保险营销的发展路径........................................................ 11 第三章 平安人寿深圳分公司平安福产品营销环境分析 ........13 3.1 外部环境分析..................................... 13 3.1.1 政治环境....................................................................................13 3.1.2 经济环境....................................................................................14 3.1.3 社会环境....................................................................................16 3.1.4 技术环境....................................................................................16MBA 学位论文 作者,李柄燊 中国平安人寿深圳分公司平安福产品营销策略研究 VI 3.2 行业竞争环境分析................................. 17 3.2.1 供应商的议价能力....................................................................17 3.2.2 购买者的议价能力....................................................................17 3.2.3 潜在竞争者进入的能力............................................................17 3.2.4 替代品的替代能力....................................................................18 3.2.5 同业竞争者的竞争程度............................................................18 3.3 内部环境分析 .................................... 19 3.3.1 企业基本情况简介....................................................................19 3.3.2 企业经营现状............................................................................19 3.3.3 平安福产品营销现状................................................................20 3.3.4 企业营销能力分析....................................................................22 3.4 平安福产品营销 SWOT 分析 ......................... 22 3.4.1 优势............................................................................................22 3.4.2 劣势............................................................................................24 3.4.3 机会............................................................................................25 3.4.4 威胁............................................................................................27 3.5 平安福产品营销存在的问题分析 .................... 28 3.5.1 产品对客户的限制较多..........................................................28 3.5.2 平安福产品集团层面营销手段匮乏......................................28 3.5.3 保险代理人制度本土化不成功..............................................29 3.6 分析小结 ........................................ 29 第四章 平安福产品营销策略制定 ..........................31 4.1 STP 与营销决策................................... 31 4.2 组合营销策略 .................................... 32 4.2.1 产品创新策略............................................................................32 4.2.2 价格优化策略............................................................................32 4.2.3 渠道拓展策略............................................................................34 4.2.4 灵活促销策略............................................................................35 4.2.5 服务延伸策略............................................................................36MBA 学位论文 作者,李柄燊 中国平安人寿深圳分公司平安福产品营销策略研究 VII 第五章 平安福产品营销策略实施的保障措施 ................37 5.1 营销体系与组织结构优化 .......................... 37 5.2 加强营销队伍建设与培训 .......................... 37 5.3 优化营销激励机制 ................................ 38 5.4 加强企业文化建设 ................................ 38 第六章 结论 ............................................40 6.1 总结 ............................................ 40 6.2 展望 ............................................ 41