杭州信泰人壽保險(xiǎn)營(yíng)銷(xiāo)策略分析

1、zhejiang university of water resources and electric power畢業(yè)論文論文題目：杭州信泰人壽的市場(chǎng)營(yíng)銷(xiāo)策略分析指導(dǎo)教0帀：王心 良系 別：經(jīng)濟(jì)丁程管理系專(zhuān)業(yè)：市場(chǎng)營(yíng)銷(xiāo)班級(jí)：營(yíng)銷(xiāo)11-2班姓 名：趙兵強(qiáng)學(xué)號(hào)：201116043二o四年五月摘要金融是經(jīng)濟(jì)的命脈，保險(xiǎn)業(yè)作為現(xiàn)代金融的三大支柱之一，具 有經(jīng)濟(jì)補(bǔ)償、資金融通與社會(huì)管理三大功能，對(duì)于保障國(guó)家經(jīng)濟(jì)建設(shè)、 市場(chǎng)發(fā)展和社會(huì)安定發(fā)揮著極其重要的作用。隨著經(jīng)濟(jì)的持續(xù)增長(zhǎng)， 保險(xiǎn)業(yè)也呈現(xiàn)出快速發(fā)展的趨勢(shì)。在此背景下，本論文以杭州信泰人 壽保險(xiǎn)股份有限公司為主題，運(yùn)用市場(chǎng)營(yíng)銷(xiāo)學(xué)中的知識(shí)為理論依據(jù)， 采

2、用swot分析法、文獻(xiàn)研究法和觀察法三種研究方法進(jìn)行研究。首先 對(duì)信泰人壽的發(fā)展?fàn)顩r進(jìn)行簡(jiǎn)單介紹，其次釆用swot分析，發(fā)現(xiàn)企業(yè) 的優(yōu)勢(shì)，劣勢(shì)、機(jī)會(huì)與威脅在此基礎(chǔ)上，找出了一些信泰人壽營(yíng)銷(xiāo)策 略存在的問(wèn)題，比如：銷(xiāo)售渠道和宣傳方式單一，股東問(wèn)題糾纏不清, 人員流動(dòng)性大等問(wèn)題，最后提出了一些改進(jìn)經(jīng)營(yíng)方式的合理化建議來(lái) 完善其經(jīng)營(yíng)和管理，希望對(duì)杭州信泰人壽保險(xiǎn)公司尋求如何建立持續(xù) 發(fā)展的核心競(jìng)爭(zhēng)力、不斷提升市場(chǎng)占有率、不斷捉升員工管理、銷(xiāo)售 和服務(wù)技能，確保市場(chǎng)領(lǐng)先者的地位，最終贏得競(jìng)爭(zhēng)起到指導(dǎo)和借鑒 的作用。abstractfin ance is the lifeblood of the eco

3、 no my, the insurance industry as one of the three pillars of modern finance, economic compensation, financing and social management three big functions, to safeguard the national economic construction, market development and social stability plays a very importa.nt role. with the steady growth of e

4、co no my, the insurance industry also presents the trend of rapid development in this context, this thesis to hangzhou letter thai life insurance co., ltd as the theme, using the knowledge of marketing, as the theoretical basis, using the swot analysis, literature study and observation three methods

5、 were studied. first letter of a brief introduction to the development of thai life, then uses the swot analysis, found the advantage of enterprise, weaknesses, opportunitics and threats on this basis, find out the problems existing in some letter thai life insurance marketing strategy, such as: sin

6、gle sales channel and propaganda way, shareholders problem entanglements, personnel fluidity big, finally proposed the rationalization proposal of how to improve the mode of opcration to improve their operation and management, hope in hangzhou letter thai life insuranee companies to seek how to build a sustainable development of core competitiveness, improve the market share, enhance staff management, sales, and service skills, to ensure that the market 1eader position, win com