【作者】 孙璐；

【导师】 刘玉红；

【作者基本信息】 吉林大学 ， 工商管理硕士（专业学位）， 2019， 硕士

【摘要】 国有保险公司在中国加入世贸组织后纷纷开始了股份制改革,保险业进入高度开放时代。中国保险进入了一个前所未有的竞争市场。保险已经成为中国人民日常生活中必不可少的部分,保险业对外开放意味着更多国外竞争者的进入,国内寿险公司将和营销经验丰厚的国外保险集团和拥有大数据支持的互联网保险公司一同抢占市场,如今市场外部环境日新月异,预测寿险市场需求增长空间,及时根据环境变化制定新的营销策略成为公司站稳市场的必然选择。本文以泰康保险金融集团寿险业务为研究对象,通过对泰康保险金融集团寿险业务市场营销策略的分析,找到公司存在的问题及原因,认真研究了寿险业务营销环境,从宏观环境、市场需求,自身优势劣势,市场机遇和威胁进行分析,认为国内寿险市场依旧存在很大潜力,接着运用4ps理论从产品、价格、渠道、促销四方面给出市场营销策略完善建议。并在给出完善建议之后提出实施保障措施。为了改变泰康市场规模小,品牌优势弱,产品设计不能满足消费者个性化需求等问题,泰康首先应该利用大数据进行更精细的市场细分,实施多样化产品策略,同时应拓宽渠道建设,根据寿险行业特点灵活制定产品合理的价格,完善自身的服务等措施提高产品口碑,获得客户忠诚度,从而树立品牌效应。为了顺利实施以上策略,泰康要进行更精细的客户分类,根据这个更精细的客户分类研发定制化保单以满足不同人群的不同需求。在产品上应该拆细保障内容,在服务上加强营销员诚信管理,优化理赔服务流程以增加客户服务体验,避免发生销售误导。在大数据利用方面应提高分析数据的能力,充分利用大数据所蕴含的信息制定销售策略,同时要注意客户信息的安全性,以免为客户带来损失。最后为了新的营销策略的顺利实施,全公司应转变营销观念,使新的营销策略更顺利的实施。更多还原

【Abstract】 After the Chinese accession to the WTO,state-owned insurance companies began the shareholding system reform,and the insurance industry entered a highly open era.China’s insurance has entered an unprecedented competitive market.Insurance has become an indispensable part of the daily life of the Chinese people.The opening up of the insurance industry means more foreign competitors.Domestic life insurance companies will be together with well-experienced foreign insurance groups and Internet insurance companies with big data support.To seize the market,the external environment of the market is changing with each passing day.It is predicted that the demand for life insurance market will grow.It is an inevitable choice for the company to stabilize the market by formulating new marketing strategies according to environmental changes in a timely manner.This paper takes the life insurance business of Taikang Insurance Financial Group as the research object.Through the analysis of the marketing strategy of the life insurance business of Taikang Insurance Financial Group,it finds the problems and causes of the company,and seriously studies the marketing environment of life insurance business,from the macro environment and market demand.Advantages and disadvantages,market opportunities and threats are analyzed.It is believed that the domestic life insurance market still has great potential.Then,using 4ps theory,the marketing strategy improvement suggestions are given from four aspects: product,price,channel and promotion.And after the recommendations are given,the implementation of safeguard measures.In order to change the small scale of Taikang market,weak brand advantage,product design can not meet the individual needs of consumers,Taikang should first use big data for more detailed market segmentation,implement diversified product strategies,and at the same time broaden channel construction,according to The life insurance industry features flexible pricing of products,improving its own services and other measures to improve product reputation,gain customer loyalty,and thus establish a brand effect.In order to successfully implement the above strategies,Taikang will conduct more detailed customer classification and develop customized policies based on this more refined customer classification to meet the different needs of different groups of people.The product should be subdivided to protect the content,strengthen the integrity management of the marketer in the service,optimize the claims service process to increase the customer service experience,and avoid sales misleading.In the use of big data,we should improve the ability to analyze data,make full use of the information contained in big data to develop sales strategies,and pay attention to the security of customer information,so as not to cause losses to customers.Finally,in order to successfully implement the new marketing strategy,the whole company should change the marketing concept and make the new marketing strategy more smoothly implemented.更多还原