【摘要】：隨著全國人均生活水平的提升，人們對安全、健康等提出了更高的要求，，人壽保險行業伴隨著人們的所需而誕生。盡管人壽保險在人們的日常生活中逐漸占據了較大的位置，但是中國較為嚴重的城鄉區別以及較為明顯的地區性收入差異，導致了人壽保險在全國范圍內的營銷策略有著無法滿足各個地區的不同需求。因此，以統一的營銷策略應對不同地區、不同收入、不同人群的消費群體存在著嚴重的問題。 對于PA人壽保險公司發展的總體趨勢而言，營銷策略過于統一，嚴重的刻板營銷方式導致無法滿足不同地區、不同收入、不同人群的不同需求。因此，如何針對不同地區、不同收入以及不同人群進行保險銷售，是保證客戶服務，以及增加公司收入的根本。所以說，為滿足不同地區、不同收入、不同人群，PA人壽保險公司的營銷策略的轉變成為了PA保險公司迫在眉睫的需求。 本文在對PA人壽保險公司經營現狀，營銷策略，營銷策略存在的問題，地域性收入、教育、文化、需求差異對其壽險業帶來的影響分析的基礎上，針對壽險市場地域性收入、教育、需求的特點，針對性地提出了PA保險公司在一線城市、二線城市、三線城市的壽險營銷策略，并對新的營銷策略進行評估，以及在工作實踐中對新的營銷策略進行改進以及調整。 一線城市、二線城市、三線城市具體營銷策略如下：(1)針對一線城市，對于現今群眾大多數受教育水平高、勞動收入高、經濟興盛、壽險滿意度高而低層次的客戶市場基本接近飽滿的近況，提議PA壽險采用保險骨干團隊營銷的方式。 可以借鑒中宏保險“視頻會議”解決方案，及時地將PA和保險業的最新資訊傳達到整個公司，推動管理層間的深入溝通和交流，壯大和培訓壽險營銷團隊，在專業精英人才、人性化服務、產品特色等方面不斷改進，形成公司的核心競爭力。(2)針對二線城市，居民受教育程度中等，收入中等，經濟水平中等的特點，建議PA壽險選擇混合式保險營銷策略(銀行保險交叉銷售營銷策略)。開發適合銀行銷售的壽險產品應以投資性、儲蓄性、保障性為系統，實行產品營銷、客戶營銷、合作營銷、聯動營銷、分層營銷等多種營銷策略。加快銀行壽險業務的信息化建設進程，加強PA壽險與銀行間的股權合作，建立PA壽險與銀行高層定期交流機制，推動二線城市銀行壽險業務的發展。(3)針對三線城市，居民受教育程度低，收入低，經濟落后，壽險市場需求提升空間大的特點，建議PA壽險選擇大規模集團化人力投入營銷策略，充分利用集團強大的保險代理人優勢，通過電話營銷和傳單等方面投入大規模人力、物力，加強壽險知識的宣傳，提高三線城市居民的壽險意識，努力開發物美價廉的壽險產品，提高三線城市的壽險市場需求。
[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.
【學位授予單位】：吉林大學
【學位級別】：碩士
【學位授予年份】：2014
【分類號】：F842.3;F274

【參考文獻】

相關期刊論文 前10條

1 王懷明,馮文武;員工工作滿意度研究述評[J];商業研究;2003年09期

2 鞠齊;銀行保險的發展及經濟學研究[J];商業研究;2004年01期

3 鄒輝榮,傅亞平;當前我國銀保合作中存在的問題及對策[J];商業研究;2005年06期

4 黃金財;歐洲銀行保險制度的現狀及發展趨勢[J];保險研究;2002年07期

5 王國穎;;保險營銷人員流失的組織影響因素分析[J];保險研究;2007年05期

6 顏暢;李玉劍;;加快保險企業集團化發展 進一步提升保險業競爭力[J];保險研究;2008年03期

7 馬默涵;;中國保險企業集團化的模式與經營戰略[J];財經界(學術版);2008年10期

8 王婧;崔明宇;劉登輝;;淺談中國保險代理人制度[J];財經界(學術版);2011年02期

9 張金林;銀行保險:一種“復合型”金融創新模式的探討[J];財貿經濟;2005年06期

10 郭琳;;銀行保險的制度變遷理論分析以及對我國的啟示[J];金融論壇;2006年01期

本文編號：2220535