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MBA论文_四川Z人寿保险公司重疾险产品营销策略研究

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摘要
四川 Z人寿保险公司重疾险产品营销策略研究
工商管理硕士专业
研究生:范禹
指导教师:张家友
摘要:近年来,随着我国经济的高速发展和人们保险意识提高,中国的保险
业规模得到了迅猛的发展和提升。同时,随着重大疾病发生率、检出比例越来越
高,医疗费用的不断上涨,“因病致贫,因病返贫”的现实问题亟待解决,民众
对于重大疾病保险的需求量不断攀升。重大疾病保险产品在各家保险公司产品体
系中占据着举足轻重的位置。但是中国的保险业发展时间较短,保险营销理论研
究发展滞后,重疾险的营销方式较为粗放,一定程度上制约了重疾险营销的规范
和升级优化,与高速发展的保险业不匹配。
本论文以Z人寿保险公司为研究对象,运用 PEST分析法对 Z人寿保险公司
的宏观及外部营销环境进行分析。结合7Ps理论和问卷调查情况,对当前公司的
重疾险营销策略进行剖析,总结出Z保险公司的重疾险产品营销现状及需改进的
问题:一是产品体系不够健全,产品缺乏市场竞争力;二是营销渠道老旧,效率
低下,三是营销队伍管理建设落后,四是营销服务水平不高,五是促销方式及展
示手段落后。在此基础上,运用STP等营销理论结合 Z人寿保险公司实际情况,
提出了Z公司重疾产品营销改善策略:优化产品设计,健全产品体系;实行差异
化定价方法;优化现有营销渠道,创新销售渠道;打造专业化营销精英团队;提
升营销培训质量与考核机制;提升公司服务管理水平这六个方面改善营销现状。
关键词:重大疾病保险保险营销营销策略 Z人寿保险公司
I

Abstract
Research on the Marketing Strategy of Z Life
Insurance SiChuan Branch
MBA major
Postgraduate: FanYu
Supervisor: ZhangJiaYou
Abstract: in recent years, with the rapid development of China's economy and the
improvement of people's insurance awareness, the scale of China's insurance industry
has been rapid development and promotion. Meanwhile, with the increasing incidence
rate and detection rate of major diseases and the rising medical costs, the real problem
of "poverty due to illness and poverty due to illness" needs to be solved, and the
demand for major diseases insurance is rising. Major illness insurance has become a
very important part of the major life insurance companies. However, China's insurance
industry started late, the development of insurance marketing theory lags behind, and
the marketing mode of serious illness insurance is relatively extensive, which to some
extent restricts the standardization, upgrading and optimization of the marketing of
serious illness insurance, which does not match with the rapid development of the
insurance industry.
This paper takes Z life insurance company as the research object, uses PEST
analysis method to analyze the macro and external marketing environment of Z life
insurance company. Combined with 7PS theory and questionnaire survey results, this
paper analyzes the current marketing strategy of critical illness insurance products of Z
insurance company, and sums up the current situation of critical illness insurance
product marketing of Z insurance company and the problems that need to be improved:
first, the product system is not perfect, and the products lack market competitiveness;
Secondly, the marketing channels are old and inefficient; thirdly, the management and
construction of marketing team are backward; fourthly, the level of marketing service is
not high; fifthly, the promotion methods and display means are backward. On this basis,
using STP and other marketing theories, combined with the actual situation of Z life
insurance company, this paper puts forward the marketing improvement strategies of Z
life insurance company's serious illness products: optimize product design, improve
III

四川师范大学硕士学位论文
product system; Implement differential pricing method; Optimize the existing marketing
channels and innovate the sales channels; Build professional marketing elite team;
Improve the quality of marketing training and assessment mechanism; Improve the
company's service management level in these six aspects to improve the marketing
situation.
Key words: major disease insurance;
insurance;
marketing strategy;Z life
insurance company
IV
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