人口老龄化趋势下寿险行业营销策略研究.doc
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人口老龄化趋势下寿险行业营销策略研究,——以中国人寿宜兴支公司为例 15700字 摘要 随着科技的进步，人民生活水平的提高，思想观念的变革，老龄化的趋势越来越明显。老龄化已经成为社会发展道路上不可忽视的问题，人口老龄化意味着老年人增多，社会劳动力减少，相应的必将对社会经济发展产生影响。同时由于老龄人口的增多，医疗保障，公...
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人口老龄化趋势下寿险行业营销策略研究
——以中国人寿宜兴支公司为例
15700字
摘要 随着科技的进步，人民生活水平的提高，思想观念的变革，老龄化的趋势越来越明显。老龄化已经成为社会发展道路上不可忽视的问题，人口老龄化意味着老年人增多，社会劳动力减少，相应的必将对社会经济发展产生影响。同时由于老龄人口的增多，医疗保障，公共卫生服务也成了较大的问题。发挥商业保险“社会减震器”作用，维系社会稳定已经逐渐深入社会大众的生活。同时，很多人依旧不理解商业保险，作为商业保险，将保险理念深入更多大众，增加保险深度也是需要保险人探索的话题。宜兴早在1983年便进去老龄化社会，老龄化趋势越来越明显，养老问题也得到了广泛关注，虽然陆续推出新农保，政府加大安居养老的力度，但是总的来说，还是难以满足宜兴市民的养老需求。
本文从理论和实际意义两个角度出发，通过抽样调查的方法，了解中国人寿宜兴支公司现有产品在市场上的执行情况，并通过SWOT分析，了解中国人寿宜兴支公司优势，劣势，机会跟威胁，做营销方案的改进与调整。
关键词：宜兴养老现状 SWOT分析 产品执行调查 营销策略
Abstract With the progress of science and technology, the improvement of people's living standard, the concept of change, the trend of aging of the population is more and more obvious. Aging has become a social development path, the lack of an ageing population means that the elderly increase, reduce social labor force, the corresponding will affect social and economic development. At the same time because of the ageing population increasing, health care, public health service also became a bigger problem. Give play to the role of "social shock absorber" commercial insurance, maintain social stability has gradually into the public life. At the same time, many people still don't understand the commercial insurance, as a commercial insurance, the insurance concept further more publicity, increase the insurance depth is also exploring topic need to the underwriter. Yixing in 1983 in an aging society, the trend of aging is more and more obvious, the pension problem has received wide attention, while releasing the new agricultural insurance, the government increased the strength of the housing endowment, but overall, it is hard to meet the demand of the citizens of yixing endowment.
This article from the perspective of theoretical and practical significance of two, by the method of sampling investigation, understand China life yixing sub-branch of existing products on the market of the execution, and through the SWOT analysis, understand China life yixing sub-branch of advantage, disadvantage, opportunities and threats, the improvement of marketing plan and adjust.
Keywords: Yixing pension status of life insurance A SWOT analysis The product investigation The marketing strategy
目 录
第一章 绪论 1
1.1 研究背景 1
1.2 研究的目的 1
1.3 研究意义 1
1.3.1 理论意义 1
1.3.2 现实意义 2
1.4 研究方法 2
第二章 公司简介 2
2.1 公司介绍 2
2.2 公司已有养老产品介绍 3
2.2.1 松鹤颐年 3
2.2.2 超级鑫尊宝 3
2.2.3 福禄满堂养老年金保险 3
2.3 公司目标客户 4
第三章 关于人口老龄化趋势下寿险的理论基础 4
3.1 国外关于养老保险研究 4
3.2 国内关于养老保险研究 5
第四章 SWOT分析 5
4.1 S---优势 5
4.2 W---劣势 6
4.3 O—机会 8
4.3.1 外部环境 8
4.3.2 政治 9
4.3.3 社会环境 10
4.4 T---威胁 10
第五章 问卷调查 11
5.1 调查背景 11
5.2 调查目的 11
5.3 调查意义 12
5.4 调查结果分析 12
5.5 存在问题总结 18
第六章 营销策略---4P 19
6.1 产品 19
6.2 促销 20
6.3 渠道 21
6.4 价格 22
结论 22
致谢 24
参考文献 25
附录A 26
附录B 28
——以中国人寿宜兴支公司为例
15700字
摘要 随着科技的进步，人民生活水平的提高，思想观念的变革，老龄化的趋势越来越明显。老龄化已经成为社会发展道路上不可忽视的问题，人口老龄化意味着老年人增多，社会劳动力减少，相应的必将对社会经济发展产生影响。同时由于老龄人口的增多，医疗保障，公共卫生服务也成了较大的问题。发挥商业保险“社会减震器”作用，维系社会稳定已经逐渐深入社会大众的生活。同时，很多人依旧不理解商业保险，作为商业保险，将保险理念深入更多大众，增加保险深度也是需要保险人探索的话题。宜兴早在1983年便进去老龄化社会，老龄化趋势越来越明显，养老问题也得到了广泛关注，虽然陆续推出新农保，政府加大安居养老的力度，但是总的来说，还是难以满足宜兴市民的养老需求。
本文从理论和实际意义两个角度出发，通过抽样调查的方法，了解中国人寿宜兴支公司现有产品在市场上的执行情况，并通过SWOT分析，了解中国人寿宜兴支公司优势，劣势，机会跟威胁，做营销方案的改进与调整。
关键词：宜兴养老现状 SWOT分析 产品执行调查 营销策略
Abstract With the progress of science and technology, the improvement of people's living standard, the concept of change, the trend of aging of the population is more and more obvious. Aging has become a social development path, the lack of an ageing population means that the elderly increase, reduce social labor force, the corresponding will affect social and economic development. At the same time because of the ageing population increasing, health care, public health service also became a bigger problem. Give play to the role of "social shock absorber" commercial insurance, maintain social stability has gradually into the public life. At the same time, many people still don't understand the commercial insurance, as a commercial insurance, the insurance concept further more publicity, increase the insurance depth is also exploring topic need to the underwriter. Yixing in 1983 in an aging society, the trend of aging is more and more obvious, the pension problem has received wide attention, while releasing the new agricultural insurance, the government increased the strength of the housing endowment, but overall, it is hard to meet the demand of the citizens of yixing endowment.
This article from the perspective of theoretical and practical significance of two, by the method of sampling investigation, understand China life yixing sub-branch of existing products on the market of the execution, and through the SWOT analysis, understand China life yixing sub-branch of advantage, disadvantage, opportunities and threats, the improvement of marketing plan and adjust.
Keywords: Yixing pension status of life insurance A SWOT analysis The product investigation The marketing strategy
目 录
第一章 绪论 1
1.1 研究背景 1
1.2 研究的目的 1
1.3 研究意义 1
1.3.1 理论意义 1
1.3.2 现实意义 2
1.4 研究方法 2
第二章 公司简介 2
2.1 公司介绍 2
2.2 公司已有养老产品介绍 3
2.2.1 松鹤颐年 3
2.2.2 超级鑫尊宝 3
2.2.3 福禄满堂养老年金保险 3
2.3 公司目标客户 4
第三章 关于人口老龄化趋势下寿险的理论基础 4
3.1 国外关于养老保险研究 4
3.2 国内关于养老保险研究 5
第四章 SWOT分析 5
4.1 S---优势 5
4.2 W---劣势 6
4.3 O—机会 8
4.3.1 外部环境 8
4.3.2 政治 9
4.3.3 社会环境 10
4.4 T---威胁 10
第五章 问卷调查 11
5.1 调查背景 11
5.2 调查目的 11
5.3 调查意义 12
5.4 调查结果分析 12
5.5 存在问题总结 18
第六章 营销策略---4P 19
6.1 产品 19
6.2 促销 20
6.3 渠道 21
6.4 价格 22
结论 22
致谢 24
参考文献 25
附录A 26
附录B 28
