發(fā)布時間：2018-05-31 05:24

  本文選題：老齡化 + 泰康人壽　； 參考：《廈門大學(xué)》2014年碩士論文

【摘要】：我國在新世紀(jì)面臨著人口老齡化、家庭結(jié)構(gòu)變遷、未富先老等問題,怎樣的養(yǎng)老方式能夠適應(yīng)新環(huán)境變化；同時,保險行業(yè)如何更好的解決保險資金長期增值、保值問題,以需要尋求多元的投資渠道。 關(guān)注養(yǎng)老地產(chǎn)業(yè)對解決養(yǎng)老模式問題有積極意義,尤其是在保險資金如何發(fā)揮自身優(yōu)勢進(jìn)入該領(lǐng)域也是一種新的探索。 本文根據(jù)市場營銷理論和消費者行為相關(guān)理論,從養(yǎng)老服務(wù)業(yè)、養(yǎng)老地產(chǎn)概念界定養(yǎng)老地產(chǎn)屬性,分析國內(nèi)外養(yǎng)老地產(chǎn)的發(fā)展模式,對國內(nèi)保險業(yè)進(jìn)入養(yǎng)老地產(chǎn)的業(yè)態(tài)進(jìn)行了深入分析。 在保險業(yè)內(nèi)一直提倡穩(wěn)健發(fā)展的泰康人壽成為內(nèi)業(yè)第一家涉足養(yǎng)老地產(chǎn)并推出相對應(yīng)產(chǎn)品的公司。目前,公司已經(jīng)在一線城市拿地、建設(shè)養(yǎng)老社區(qū)；同時積極布局一些熱門二線城市,如：三亞、廈門、成都。 同時,本文采用了深入訪談的方法。通過訪問泰康人壽保險股份有限公司戰(zhàn)略發(fā)展部的同事,以及國內(nèi)其他養(yǎng)老機(jī)構(gòu)管理者,深入了解公司的發(fā)展模式及構(gòu)想,了解養(yǎng)老市場的屬性及市場運作規(guī)律。 在訪談的基礎(chǔ)上,本文進(jìn)行市場調(diào)研并對市場調(diào)研數(shù)據(jù)進(jìn)行詳細(xì)分析。通過對目標(biāo)客戶進(jìn)行市場調(diào)查及數(shù)據(jù)分析,較為全面、系統(tǒng)地剖析了養(yǎng)老社產(chǎn)品市場的需求特征和消費行為影響因素,對泰康人壽設(shè)計、營銷、運營養(yǎng)老地產(chǎn)提供了切實可行的運行模式建議。
[Abstract]:In the new century, China is facing problems such as aging population, changing family structure, aging before becoming rich, and how to adapt to the changes in the new environment. At the same time, how can the insurance industry better solve the problem of long-term increment and preservation of insurance funds? In order to need to seek multiple investment channels. It is a new exploration to pay attention to the pension real estate industry to solve the problem of pension model, especially how to give full play to the advantages of insurance funds to enter this field. According to the marketing theory and the theory of consumer behavior, this paper defines the attributes of the endowment real estate from the pension service industry and the concept of the pension real estate, and analyzes the development mode of the endowment real estate at home and abroad. This paper makes a deep analysis of the state of the domestic insurance industry entering the endowment real estate. Taikang Life, which has been promoting sound development in the insurance industry, has become the first company in the industry to set foot in pension property and launch corresponding products. At present, the company has taken the land in first-tier cities, building pension communities, and actively layout some popular second-tier cities, such as: Sanya, Xiamen, Chengdu. At the same time, this paper adopts the method of in-depth interview. Through visiting colleagues of strategic development department of Taikang Life Insurance Co., Ltd., and other managers of pension institutions in China, we can deeply understand the development model and conception of the company, and understand the attributes and market operation rules of the endowment market. On the basis of interviews, this paper carries out market research and detailed analysis of market research data. Through the market investigation and data analysis to the target customers, this paper systematically analyzes the demand characteristics and consumption behavior influencing factors of the pension society product market, and designs and markets Taikang Life Insurance Co., Ltd. Operation of pension real estate provides practical operational model recommendations.
【學(xué)位授予單位】：廈門大學(xué)
【學(xué)位級別】：碩士
【學(xué)位授予年份】：2014
【分類號】：F299.23;F842.3

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本文編號：1958459