【作者】 李峰；

【导师】 杨水利；

【作者基本信息】 西安理工大学 ， 工商管理， 2006， 硕士

【摘要】 2004年12月,中国政府履行加入WTO的承诺,全面开放国内保险市场。这意味着中国本土保险企业将面对有丰富经营经验、成熟运作方式的外资的竞争。太平人寿安徽分公司成立于2004年11月,正值外资保险实施全面竞争战略的非常时期。在前有国寿、平安等老牌寿险,后有外资、民营追兵的情况下,如何健康、快速的发展是公司管理层面临的重要问题。本文首先介绍了市场营销理论及发展、保险营销理论,然后从安徽保险市场环境、安徽保险市场供给与需求、太平人寿安徽分公司营销状况及存在的问题、SWOT分析、市场细分选择及定位等方面进行了分析、研究,提出了太平人寿安徽分公司的营销策略及营销策略实施建议。在市场环境分析中主要结合安徽地区的整体经济环境和产业发展现状及趋势得出安徽地区对保险的需求。而通过安徽近几年来的保险总体供给规模及险种的分析,得出安徽地区保险发展的巨大潜力。在太平人寿保险公司竞争态势分析中,通过对公司内部资源及竞争对手现状的分析,总结出公司在品牌知名度、人员素质上的优势及公司在营销网络、服务手段及营销模式上的劣势。在进行了内、外环境分析和对保险市场细分、选择及定位的基础上,得出的营销组合策略为:险种策略中要强化以细分客户为前提而开发新险种,对险种进行组合和包装。在价格策略中要针对险种的特点和公司的经营目标进行低成本竞争,合理降价。渠道策略中主要提出了建立立体式多层次营销渠道,促销策略主要注重提高广告效率和公关新闻效应,最后,在提出了营销策略的实施建议:不断改进业务流程、建立和健全激励和约束机制、开发人力资源,实施人才战略、建立富有凝聚力的企业文化、建立和完善营销信息化系统。本文所研究和提出的一些观点和方法会对太平人寿保险公司安徽分公司的发展起到一定的作用,对于建立有效的营销系统,和树立科学的营销观念有很大帮助,也希望太平人寿保险公司安徽分公司能继续健康快速的发展。更多还原

【Abstract】 December 2004, the Chinese government fulfilled commitments on joining the WTO to open up the domestic insurance market fully. This meant that China will be up against wealth of foreign insurance companies with richness managing experiences, maturity operating manners. Pacific Life Issuance Company was founded in Anhui in November 2004, when implementation of a comprehensive foreign insurance competitive strategy period. A front national life, security life, after a foreign investment, the private company of the healthy and rapid development of the management company is facing important issues.This paper first introduces marketing and insurance marketing theory. And then from Anhui insurance market environment, Anhui insurance market supply and demand, Pacific Life Anhui branch marketing conditions and problems, SWOT analysis, market subdivision choices and positioning analysis and research raise Anhui Pacific Life Issurance Company marketing strategy and marketing strategy implementation. The main environmental analysis in the market area in Anhui overall economic environment and industrial development trends in the status quo .draw on the conclusion that Anhui insurance market has tremendous development potential after analysis the insurance needs of the Anhui region supply of insurance overall size and categories. Under competition analysis of the Pacific Life Insurance Company position, on the basis of internal resources and the status of the competitor analysis, sums up companies in brand recognition, quality of personnel strengths in marketing and corporate networks, services and tools marketing inferior. On the basis of the internal and external environment, breakdown of the insurance market, and positioning choices analysis to get the conclusion for the marketing mixture strategy is : strengthen the sub-categories strategy to the development of new categories of customer premise, and the combination of categories for packaging. In the categories of price strategy to address the characteristics and low-cost competition for the company’s business objective, reasonable prices. Channel strategy has made a three-dimensional type multilevel marketing channels. Marketing strategies focus primarily on improving the efficiency of advertising and public relations media effects. And finally, the paper presents in the implementation of marketing strategy recommendations: the continuous improvement of business processes, establish and perfect incentive and restraint mechanisms, the development of human resources, the implementation of the human resources strategy, the establishment of a cohesive corporate culture, the establishment and improvement of marketing information systems.The ideas and methods this paper proposed plays a certain role to Anhui Pacific Life InsuranceCompany development in the establishment of an effective marketing system and the scientific concept of a large marketing help. We also hope that the Pacific Life Insurance Company will continue to keep healthy and rapid development.更多还原