中国人寿xx分公司市场营销策略研究.doc
约32页DOC格式手机打开展开
中国人寿xx分公司市场营销策略研究,摘要作为国民经济的重要组成部门,我国保险业自“十五”以来,业务收入年均增长25.29%,是国民经济中发展最快的行业之一。根据中国加入世界贸易组织的承诺,2006年中国人寿保险市场将全面对外开放,激烈的市场竞争将成为所有保险从业机构必须面对的现实。作为xx最大的人寿保险公司,身处复杂多变的企业外部环境之中,如何改善现有的...
内容介绍
此文档由会员 白痴学东西 发布
摘要
作为国民经济的重要组成部门,我国保险业自“十五”以来,业务收入年均增长25.29%,是国民经济中发展最快的行业之一。根据中国加入世界贸易组织的承诺,2006年中国人寿保险市场将全面对外开放,激烈的市场竞争将成为所有保险从业机构必须面对的现实。作为xx最大的人寿保险公司,身处复杂多变的企业外部环境之中,如何改善现有的市场营销策略,从而在新形势下维护和巩固自己原有的市场地位、谋求更大的发展,成为中国人寿保险股份有限公司xx市分公司(以下简称国寿xx公司)必须面对的问题。因此,结合国寿xx公司的外部环境和内部环境,着眼于未来进行市场营销策略研究成为国寿xx公司当前发展的关键。本文通过分析我国财产保险市场现状及国寿xx公司发展现状,对国寿xx公司现有市场营销策略,大体上是依据4P即产品、价格、渠道、促销总结出优缺点。同时,针对国内其他保险公司的营销策略以及对国外保险市场的营销经验得出我们可以借鉴的保险营销经验。对现有营销策略进行改善,相应制定了四种崭新的营销策略,即以网络营销为主的整合营销策略、以信息共享为主的金融集团营销策略、以客户关系管理为主的关系营销策略和以持续改进服务流程的服务营销策略。
关键词:中国人寿;市场营销策略;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
目录
摘要…………………………………………………………………………………..Ⅰ
Abstract.............................................................................................................……...Ⅱ
引言……………………………………………………………………………………1
1我国寿险市场现状及营销分析.............................................................................3
1.1国内外寿险市场的现状及营销分析............................................................3
1.1.1我国寿险市场概况...........................................................................3
1.1.2国内外保险公司营销现状...................................................................5
1.1.3国外保险营销现状...............................................................................7
1.2国寿xx公司市场营销环境分析..................................................................10
1.2.1营销环境宏观分析.............................................................................10
1.2.2营销环境行业分析.............................................................................13
1.2.3xx保险市场需求与供给分析.........................................................19
2国寿xx公司市场营销现状分析...........................................................................20
2.1国寿xx公司发展现状..................................................................................20
2.2国寿xx公司内部环境分析..........................................................................21
2.2.1组织结构.............................................................................................21
2.2.2财务状况.............................................................................................21
2.2.3产品和品牌分析.................................................................................22
2.3国寿xx公司现有市场营销策略分析..........................................................23
2.3.1产品策略............................................................................................ 23
2.3.2价格策略............................................................................................ 26
2.3.3渠道策略.............................................................................................27
2.3.4促销策略.............................................................................................28
2.3.5国寿xx公司现有市场营销策略优缺点.........................................28
2.4国寿xx公司可以借鉴的经验......................................................................30
3国寿xx公司营销策略的创新...............................................................................31
3.1国寿xx公司市场细分与客户定位............................................................31
3.2国寿xx公司营销策略的思路....................................................................32
3.3以网络营销为主的营销策略........................................................................34
3.3.1网络营销...........................................................................................34
3.3.2构建以网络营销为主的营销策略...................................................35
3.4以信息共享为主的金融集团营销策略........................................................36
3.4.1金融集团营销的三个策略.....................................
作为国民经济的重要组成部门,我国保险业自“十五”以来,业务收入年均增长25.29%,是国民经济中发展最快的行业之一。根据中国加入世界贸易组织的承诺,2006年中国人寿保险市场将全面对外开放,激烈的市场竞争将成为所有保险从业机构必须面对的现实。作为xx最大的人寿保险公司,身处复杂多变的企业外部环境之中,如何改善现有的市场营销策略,从而在新形势下维护和巩固自己原有的市场地位、谋求更大的发展,成为中国人寿保险股份有限公司xx市分公司(以下简称国寿xx公司)必须面对的问题。因此,结合国寿xx公司的外部环境和内部环境,着眼于未来进行市场营销策略研究成为国寿xx公司当前发展的关键。本文通过分析我国财产保险市场现状及国寿xx公司发展现状,对国寿xx公司现有市场营销策略,大体上是依据4P即产品、价格、渠道、促销总结出优缺点。同时,针对国内其他保险公司的营销策略以及对国外保险市场的营销经验得出我们可以借鉴的保险营销经验。对现有营销策略进行改善,相应制定了四种崭新的营销策略,即以网络营销为主的整合营销策略、以信息共享为主的金融集团营销策略、以客户关系管理为主的关系营销策略和以持续改进服务流程的服务营销策略。
关键词:中国人寿;市场营销策略;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
目录
摘要…………………………………………………………………………………..Ⅰ
Abstract.............................................................................................................……...Ⅱ
引言……………………………………………………………………………………1
1我国寿险市场现状及营销分析.............................................................................3
1.1国内外寿险市场的现状及营销分析............................................................3
1.1.1我国寿险市场概况...........................................................................3
1.1.2国内外保险公司营销现状...................................................................5
1.1.3国外保险营销现状...............................................................................7
1.2国寿xx公司市场营销环境分析..................................................................10
1.2.1营销环境宏观分析.............................................................................10
1.2.2营销环境行业分析.............................................................................13
1.2.3xx保险市场需求与供给分析.........................................................19
2国寿xx公司市场营销现状分析...........................................................................20
2.1国寿xx公司发展现状..................................................................................20
2.2国寿xx公司内部环境分析..........................................................................21
2.2.1组织结构.............................................................................................21
2.2.2财务状况.............................................................................................21
2.2.3产品和品牌分析.................................................................................22
2.3国寿xx公司现有市场营销策略分析..........................................................23
2.3.1产品策略............................................................................................ 23
2.3.2价格策略............................................................................................ 26
2.3.3渠道策略.............................................................................................27
2.3.4促销策略.............................................................................................28
2.3.5国寿xx公司现有市场营销策略优缺点.........................................28
2.4国寿xx公司可以借鉴的经验......................................................................30
3国寿xx公司营销策略的创新...............................................................................31
3.1国寿xx公司市场细分与客户定位............................................................31
3.2国寿xx公司营销策略的思路....................................................................32
3.3以网络营销为主的营销策略........................................................................34
3.3.1网络营销...........................................................................................34
3.3.2构建以网络营销为主的营销策略...................................................35
3.4以信息共享为主的金融集团营销策略........................................................36
3.4.1金融集团营销的三个策略.....................................