中國人壽xx分公司市場營銷策略研究.doc
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中國人壽xx分公司市場營銷策略研究,摘要作為國民經(jīng)濟(jì)的重要組成部門，我國保險(xiǎn)業(yè)自“十五”以來，業(yè)務(wù)收入年均增長25.29%，是國民經(jīng)濟(jì)中發(fā)展最快的行業(yè)之一。根據(jù)中國加入世界貿(mào)易組織的承諾，2006年中國人壽保險(xiǎn)市場將全面對(duì)外開放，激烈的市場競爭將成為所有保險(xiǎn)從業(yè)機(jī)構(gòu)必須面對(duì)的現(xiàn)實(shí)。作為xx最大的人壽保險(xiǎn)公司，身處復(fù)雜多變的企業(yè)外部環(huán)境之中，如何改善現(xiàn)有的...
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此文檔由會(huì)員 白癡學(xué)東西 發(fā)布
摘要
作為國民經(jīng)濟(jì)的重要組成部門，我國保險(xiǎn)業(yè)自“十五”以來，業(yè)務(wù)收入年均增長25.29%，是國民經(jīng)濟(jì)中發(fā)展最快的行業(yè)之一。根據(jù)中國加入世界貿(mào)易組織的承諾，2006年中國人壽保險(xiǎn)市場將全面對(duì)外開放，激烈的市場競爭將成為所有保險(xiǎn)從業(yè)機(jī)構(gòu)必須面對(duì)的現(xiàn)實(shí)。作為xx最大的人壽保險(xiǎn)公司，身處復(fù)雜多變的企業(yè)外部環(huán)境之中，如何改善現(xiàn)有的市場營銷策略，從而在新形勢(shì)下維護(hù)和鞏固自己原有的市場地位、謀求更大的發(fā)展，成為中國人壽保險(xiǎn)股份有限公司xx市分公司(以下簡稱國壽xx公司)必須面對(duì)的問題。因此，結(jié)合國壽xx公司的外部環(huán)境和內(nèi)部環(huán)境，著眼于未來進(jìn)行市場營銷策略研究成為國壽xx公司當(dāng)前發(fā)展的關(guān)鍵。本文通過分析我國財(cái)產(chǎn)保險(xiǎn)市場現(xiàn)狀及國壽xx公司發(fā)展現(xiàn)狀，對(duì)國壽xx公司現(xiàn)有市場營銷策略，大體上是依據(jù)4P即產(chǎn)品、價(jià)格、渠道、促銷總結(jié)出優(yōu)缺點(diǎn)。同時(shí)，針對(duì)國內(nèi)其他保險(xiǎn)公司的營銷策略以及對(duì)國外保險(xiǎn)市場的營銷經(jīng)驗(yàn)得出我們可以借鑒的保險(xiǎn)營銷經(jīng)驗(yàn)。對(duì)現(xiàn)有營銷策略進(jìn)行改善，相應(yīng)制定了四種嶄新的營銷策略，即以網(wǎng)絡(luò)營銷為主的整合營銷策略、以信息共享為主的金融集團(tuán)營銷策略、以客戶關(guān)系管理為主的關(guān)系營銷策略和以持續(xù)改進(jìn)服務(wù)流程的服務(wù)營銷策略。
關(guān)鍵詞:中國人壽;市場營銷策略;4P
Research on Marketing Strategy of Life Dalian Branch
Abstract
The insurance in our country, as the important department of national economy, since “the 10th five year plan”, has been increasing at the average percentage of 25.29 per year, and now becomes the career with the fastest development. At the same time, based on the Chinese commitment of entry to WTO, in 2006the treasure insurance market in China will open completely, and the drastic competition will become the reality of all insurance institutes being faced. As the biggest treasure company in Dalian city, the affiliated Life Dalian
目錄
摘要…………………………………………………………………………………..Ⅰ
Abstract.............................................................................................................……...Ⅱ
引言……………………………………………………………………………………1
1我國壽險(xiǎn)市場現(xiàn)狀及營銷分析.............................................................................3
1.1國內(nèi)外壽險(xiǎn)市場的現(xiàn)狀及營銷分析............................................................3
1.1.1我國壽險(xiǎn)市場概況...........................................................................3
1.1.2國內(nèi)外保險(xiǎn)公司營銷現(xiàn)狀...................................................................5
1.1.3國外保險(xiǎn)營銷現(xiàn)狀...............................................................................7
1.2國壽xx公司市場營銷環(huán)境分析..................................................................10
1.2.1營銷環(huán)境宏觀分析.............................................................................10
1.2.2營銷環(huán)境行業(yè)分析.............................................................................13
1.2.3xx保險(xiǎn)市場需求與供給分析.........................................................19
2國壽xx公司市場營銷現(xiàn)狀分析...........................................................................20
2.1國壽xx公司發(fā)展現(xiàn)狀..................................................................................20
2.2國壽xx公司內(nèi)部環(huán)境分析..........................................................................21
2.2.1組織結(jié)構(gòu).............................................................................................21
2.2.2財(cái)務(wù)狀況.............................................................................................21
2.2.3產(chǎn)品和品牌分析.................................................................................22
2.3國壽xx公司現(xiàn)有市場營銷策略分析..........................................................23
2.3.1產(chǎn)品策略............................................................................................ 23
2.3.2價(jià)格策略............................................................................................ 26
2.3.3渠道策略.............................................................................................27
2.3.4促銷策略.............................................................................................28
2.3.5國壽xx公司現(xiàn)有市場營銷策略優(yōu)缺點(diǎn).........................................28
2.4國壽xx公司可以借鑒的經(jīng)驗(yàn)......................................................................30
3國壽xx公司營銷策略的創(chuàng)新...............................................................................31
3.1國壽xx公司市場細(xì)分與客戶定位............................................................31
3.2國壽xx公司營銷策略的思路....................................................................32
3.3以網(wǎng)絡(luò)營銷為主的營銷策略........................................................................34
3.3.1網(wǎng)絡(luò)營銷...........................................................................................34
3.3.2構(gòu)建以網(wǎng)絡(luò)營銷為主的營銷策略...................................................35
3.4以信息共享為主的金融集團(tuán)營銷策略........................................................36
3.4.1金融集團(tuán)營銷的三個(gè)策略.....................................
作為國民經(jīng)濟(jì)的重要組成部門，我國保險(xiǎn)業(yè)自“十五”以來，業(yè)務(wù)收入年均增長25.29%，是國民經(jīng)濟(jì)中發(fā)展最快的行業(yè)之一。根據(jù)中國加入世界貿(mào)易組織的承諾，2006年中國人壽保險(xiǎn)市場將全面對(duì)外開放，激烈的市場競爭將成為所有保險(xiǎn)從業(yè)機(jī)構(gòu)必須面對(duì)的現(xiàn)實(shí)。作為xx最大的人壽保險(xiǎn)公司，身處復(fù)雜多變的企業(yè)外部環(huán)境之中，如何改善現(xiàn)有的市場營銷策略，從而在新形勢(shì)下維護(hù)和鞏固自己原有的市場地位、謀求更大的發(fā)展，成為中國人壽保險(xiǎn)股份有限公司xx市分公司(以下簡稱國壽xx公司)必須面對(duì)的問題。因此，結(jié)合國壽xx公司的外部環(huán)境和內(nèi)部環(huán)境，著眼于未來進(jìn)行市場營銷策略研究成為國壽xx公司當(dāng)前發(fā)展的關(guān)鍵。本文通過分析我國財(cái)產(chǎn)保險(xiǎn)市場現(xiàn)狀及國壽xx公司發(fā)展現(xiàn)狀，對(duì)國壽xx公司現(xiàn)有市場營銷策略，大體上是依據(jù)4P即產(chǎn)品、價(jià)格、渠道、促銷總結(jié)出優(yōu)缺點(diǎn)。同時(shí)，針對(duì)國內(nèi)其他保險(xiǎn)公司的營銷策略以及對(duì)國外保險(xiǎn)市場的營銷經(jīng)驗(yàn)得出我們可以借鑒的保險(xiǎn)營銷經(jīng)驗(yàn)。對(duì)現(xiàn)有營銷策略進(jìn)行改善，相應(yīng)制定了四種嶄新的營銷策略，即以網(wǎng)絡(luò)營銷為主的整合營銷策略、以信息共享為主的金融集團(tuán)營銷策略、以客戶關(guān)系管理為主的關(guān)系營銷策略和以持續(xù)改進(jìn)服務(wù)流程的服務(wù)營銷策略。
關(guān)鍵詞:中國人壽;市場營銷策略;4P
Research on Marketing Strategy of Life Dalian Branch
Abstract
The insurance in our country, as the important department of national economy, since “the 10th five year plan”, has been increasing at the average percentage of 25.29 per year, and now becomes the career with the fastest development. At the same time, based on the Chinese commitment of entry to WTO, in 2006the treasure insurance market in China will open completely, and the drastic competition will become the reality of all insurance institutes being faced. As the biggest treasure company in Dalian city, the affiliated Life Dalian
目錄
摘要…………………………………………………………………………………..Ⅰ
Abstract.............................................................................................................……...Ⅱ
引言……………………………………………………………………………………1
1我國壽險(xiǎn)市場現(xiàn)狀及營銷分析.............................................................................3
1.1國內(nèi)外壽險(xiǎn)市場的現(xiàn)狀及營銷分析............................................................3
1.1.1我國壽險(xiǎn)市場概況...........................................................................3
1.1.2國內(nèi)外保險(xiǎn)公司營銷現(xiàn)狀...................................................................5
1.1.3國外保險(xiǎn)營銷現(xiàn)狀...............................................................................7
1.2國壽xx公司市場營銷環(huán)境分析..................................................................10
1.2.1營銷環(huán)境宏觀分析.............................................................................10
1.2.2營銷環(huán)境行業(yè)分析.............................................................................13
1.2.3xx保險(xiǎn)市場需求與供給分析.........................................................19
2國壽xx公司市場營銷現(xiàn)狀分析...........................................................................20
2.1國壽xx公司發(fā)展現(xiàn)狀..................................................................................20
2.2國壽xx公司內(nèi)部環(huán)境分析..........................................................................21
2.2.1組織結(jié)構(gòu).............................................................................................21
2.2.2財(cái)務(wù)狀況.............................................................................................21
2.2.3產(chǎn)品和品牌分析.................................................................................22
2.3國壽xx公司現(xiàn)有市場營銷策略分析..........................................................23
2.3.1產(chǎn)品策略............................................................................................ 23
2.3.2價(jià)格策略............................................................................................ 26
2.3.3渠道策略.............................................................................................27
2.3.4促銷策略.............................................................................................28
2.3.5國壽xx公司現(xiàn)有市場營銷策略優(yōu)缺點(diǎn).........................................28
2.4國壽xx公司可以借鑒的經(jīng)驗(yàn)......................................................................30
3國壽xx公司營銷策略的創(chuàng)新...............................................................................31
3.1國壽xx公司市場細(xì)分與客戶定位............................................................31
3.2國壽xx公司營銷策略的思路....................................................................32
3.3以網(wǎng)絡(luò)營銷為主的營銷策略........................................................................34
3.3.1網(wǎng)絡(luò)營銷...........................................................................................34
3.3.2構(gòu)建以網(wǎng)絡(luò)營銷為主的營銷策略...................................................35
3.4以信息共享為主的金融集團(tuán)營銷策略........................................................36
3.4.1金融集團(tuán)營銷的三個(gè)策略.....................................
