發(fā)布時(shí)間：2018-09-03 16:30

【摘要】：隨著全國(guó)人均生活水平的提升，人們對(duì)安全、健康等提出了更高的要求，，人壽保險(xiǎn)行業(yè)伴隨著人們的所需而誕生。盡管人壽保險(xiǎn)在人們的日常生活中逐漸占據(jù)了較大的位置，但是中國(guó)較為嚴(yán)重的城鄉(xiāng)區(qū)別以及較為明顯的地區(qū)性收入差異，導(dǎo)致了人壽保險(xiǎn)在全國(guó)范圍內(nèi)的營(yíng)銷策略有著無法滿足各個(gè)地區(qū)的不同需求。因此，以統(tǒng)一的營(yíng)銷策略應(yīng)對(duì)不同地區(qū)、不同收入、不同人群的消費(fèi)群體存在著嚴(yán)重的問題。 對(duì)于PA人壽保險(xiǎn)公司發(fā)展的總體趨勢(shì)而言，營(yíng)銷策略過于統(tǒng)一，嚴(yán)重的刻板營(yíng)銷方式導(dǎo)致無法滿足不同地區(qū)、不同收入、不同人群的不同需求。因此，如何針對(duì)不同地區(qū)、不同收入以及不同人群進(jìn)行保險(xiǎn)銷售，是保證客戶服務(wù)，以及增加公司收入的根本。所以說，為滿足不同地區(qū)、不同收入、不同人群，PA人壽保險(xiǎn)公司的營(yíng)銷策略的轉(zhuǎn)變成為了PA保險(xiǎn)公司迫在眉睫的需求。 本文在對(duì)PA人壽保險(xiǎn)公司經(jīng)營(yíng)現(xiàn)狀，營(yíng)銷策略，營(yíng)銷策略存在的問題，地域性收入、教育、文化、需求差異對(duì)其壽險(xiǎn)業(yè)帶來的影響分析的基礎(chǔ)上，針對(duì)壽險(xiǎn)市場(chǎng)地域性收入、教育、需求的特點(diǎn)，針對(duì)性地提出了PA保險(xiǎn)公司在一線城市、二線城市、三線城市的壽險(xiǎn)營(yíng)銷策略，并對(duì)新的營(yíng)銷策略進(jìn)行評(píng)估，以及在工作實(shí)踐中對(duì)新的營(yíng)銷策略進(jìn)行改進(jìn)以及調(diào)整。 一線城市、二線城市、三線城市具體營(yíng)銷策略如下：(1)針對(duì)一線城市，對(duì)于現(xiàn)今群眾大多數(shù)受教育水平高、勞動(dòng)收入高、經(jīng)濟(jì)興盛、壽險(xiǎn)滿意度高而低層次的客戶市場(chǎng)基本接近飽滿的近況，提議PA壽險(xiǎn)采用保險(xiǎn)骨干團(tuán)隊(duì)營(yíng)銷的方式。 可以借鑒中宏保險(xiǎn)“視頻會(huì)議”解決方案，及時(shí)地將PA和保險(xiǎn)業(yè)的最新資訊傳達(dá)到整個(gè)公司，推動(dòng)管理層間的深入溝通和交流，壯大和培訓(xùn)壽險(xiǎn)營(yíng)銷團(tuán)隊(duì)，在專業(yè)精英人才、人性化服務(wù)、產(chǎn)品特色等方面不斷改進(jìn)，形成公司的核心競(jìng)爭(zhēng)力。(2)針對(duì)二線城市，居民受教育程度中等，收入中等，經(jīng)濟(jì)水平中等的特點(diǎn)，建議PA壽險(xiǎn)選擇混合式保險(xiǎn)營(yíng)銷策略(銀行保險(xiǎn)交叉銷售營(yíng)銷策略)。開發(fā)適合銀行銷售的壽險(xiǎn)產(chǎn)品應(yīng)以投資性、儲(chǔ)蓄性、保障性為系統(tǒng)，實(shí)行產(chǎn)品營(yíng)銷、客戶營(yíng)銷、合作營(yíng)銷、聯(lián)動(dòng)營(yíng)銷、分層營(yíng)銷等多種營(yíng)銷策略。加快銀行壽險(xiǎn)業(yè)務(wù)的信息化建設(shè)進(jìn)程，加強(qiáng)PA壽險(xiǎn)與銀行間的股權(quán)合作，建立PA壽險(xiǎn)與銀行高層定期交流機(jī)制，推動(dòng)二線城市銀行壽險(xiǎn)業(yè)務(wù)的發(fā)展。(3)針對(duì)三線城市，居民受教育程度低，收入低，經(jīng)濟(jì)落后，壽險(xiǎn)市場(chǎng)需求提升空間大的特點(diǎn)，建議PA壽險(xiǎn)選擇大規(guī)模集團(tuán)化人力投入營(yíng)銷策略，充分利用集團(tuán)強(qiáng)大的保險(xiǎn)代理人優(yōu)勢(shì)，通過電話營(yíng)銷和傳單等方面投入大規(guī)模人力、物力，加強(qiáng)壽險(xiǎn)知識(shí)的宣傳，提高三線城市居民的壽險(xiǎn)意識(shí)，努力開發(fā)物美價(jià)廉的壽險(xiǎn)產(chǎn)品，提高三線城市的壽險(xiǎn)市場(chǎng)需求。
[Abstract]:With the improvement of per capita living standard, people put forward higher requirements for safety and health. Life insurance industry is born with people's needs. Although life insurance has gradually taken a larger place in people's daily lives, there are more serious differences between urban and rural areas and more obvious regional income differences in China. As a result, life insurance in the national marketing strategy has not been able to meet the needs of different regions. Therefore, a unified marketing strategy to deal with different regions, different income, different groups of consumer groups have serious problems. For the general trend of the development of PA life insurance company, the marketing strategy is too uniform, the severe stereotype marketing method can not meet the different needs of different regions, different income and different people. Therefore, how to target different regions, different incomes and different groups of insurance sales is the guarantee of customer service, and increase the company's income. Therefore, in order to meet the needs of different regions, different incomes and different groups of people, the transformation of marketing strategy of PA life insurance companies has become an urgent demand for PA insurance companies. Based on the analysis of the current situation of PA life insurance company, the problems existing in marketing strategy, the influence of regional income, education, culture and demand difference on the life insurance industry, this paper aims at the regional income of life insurance market. Based on the characteristics of education and demand, this paper puts forward the life insurance marketing strategies of PA insurance companies in first-tier, second-tier and third-tier cities, and evaluates the new marketing strategies. And in the work practice to the new marketing strategy to carry on the improvement and the adjustment. The specific marketing strategies of first-tier cities, second-tier cities, and third-tier cities are as follows: (1) for first-tier cities, the majority of the people today have a high level of education, a high labor income, and a prosperous economy. The high and low level customer market of life insurance is close to the full situation. It is suggested that PA life insurance adopt the marketing method of insurance backbone team. We can learn from the "videoconference" solution of Sinochem Insurance, timely convey the latest information of PA and insurance industry to the whole company, promote the deep communication and exchange between management, strengthen and train the life insurance marketing team, in the professional elite, Humanized service, product characteristics and other aspects have been continuously improved to form the core competitiveness of the company. (2) aiming at the characteristics of second-tier cities, the residents have medium education, medium income, moderate economic level, etc. It is suggested that PA choose mixed insurance marketing strategy (cross-selling marketing strategy of bank insurance). The development of life insurance products suitable for bank sales should be based on investment, savings and security, and carry out a variety of marketing strategies, such as product marketing, customer marketing, cooperative marketing, linkage marketing, stratified marketing, and so on. Accelerate the information construction process of bank life insurance business, strengthen the stock right cooperation between PA life insurance and bank, establish the regular communication mechanism between PA life insurance and bank, and promote the development of life insurance business of second-tier city bank. (3) aiming at the third tier city, Residents have the characteristics of low education, low income, backward economy, and large space for raising the market demand of life insurance. It is suggested that PA life insurance should choose large-scale group manpower investment marketing strategy, and make full use of the group's strong insurance agent advantage. Through telephone marketing and leaflets and other aspects of large-scale manpower and material resources to strengthen the promotion of life insurance knowledge, improve the life insurance awareness of third-tier city residents, strive to develop high-quality and inexpensive life insurance products, and improve the life insurance market demand in third-tier cities.
【學(xué)位授予單位】：吉林大學(xué)
【學(xué)位級(jí)別】：碩士
【學(xué)位授予年份】：2014
【分類號(hào)】：F842.3;F274

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