人口老齡化趨勢下壽險(xiǎn)行業(yè)營銷策略研究
——以中國人壽宜興支公司為例

15700字

摘要 隨著科技的進(jìn)步，人民生活水平的提高，思想觀念的變革，老齡化的趨勢越來越明顯。老齡化已經(jīng)成為社會發(fā)展道路上不可忽視的問題，人口老齡化意味著老年人增多，社會勞動(dòng)力減少，相應(yīng)的必將對社會經(jīng)濟(jì)發(fā)展產(chǎn)生影響。同時(shí)由于老齡人口的增多，醫(yī)療保障，公共衛(wèi)生服務(wù)也成了較大的問題。發(fā)揮商業(yè)保險(xiǎn)“社會減震器”作用，維系社會穩(wěn)定已經(jīng)逐漸深入社會大眾的生活。同時(shí)，很多人依舊不理解商業(yè)保險(xiǎn)，作為商業(yè)保險(xiǎn)，將保險(xiǎn)理念深入更多大眾，增加保險(xiǎn)深度也是需要保險(xiǎn)人探索的話題。宜興早在1983年便進(jìn)去老齡化社會，老齡化趨勢越來越明顯，養(yǎng)老問題也得到了廣泛關(guān)注，雖然陸續(xù)推出新農(nóng)保，政府加大安居養(yǎng)老的力度，但是總的來說，還是難以滿足宜興市民的養(yǎng)老需求。
本文從理論和實(shí)際意義兩個(gè)角度出發(fā)，通過抽樣調(diào)查的方法，了解中國人壽宜興支公司現(xiàn)有產(chǎn)品在市場上的執(zhí)行情況，并通過SWOT分析，了解中國人壽宜興支公司優(yōu)勢，劣勢，機(jī)會跟威脅，做營銷方案的改進(jìn)與調(diào)整。

關(guān)鍵詞：宜興養(yǎng)老現(xiàn)狀 SWOT分析 產(chǎn)品執(zhí)行調(diào)查 營銷策略


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 錄
第一章 緒論 1
1.1 研究背景 1
1.2 研究的目的 1
1.3 研究意義 1
1.3.1 理論意義 1
1.3.2 現(xiàn)實(shí)意義 2
1.4 研究方法 2
第二章 公司簡介 2
2.1 公司介紹 2
2.2 公司已有養(yǎng)老產(chǎn)品介紹 3
2.2.1 松鶴頤年 3
2.2.2 超級鑫尊寶 3
2.2.3 福祿滿堂養(yǎng)老年金保險(xiǎn) 3
2.3 公司目標(biāo)客戶 4
第三章 關(guān)于人口老齡化趨勢下壽險(xiǎn)的理論基礎(chǔ) 4
3.1 國外關(guān)于養(yǎng)老保險(xiǎn)研究 4
3.2 國內(nèi)關(guān)于養(yǎng)老保險(xiǎn)研究 5
第四章 SWOT分析 5
4.1 S---優(yōu)勢 5
4.2 W---劣勢 6
4.3 O—機(jī)會 8
4.3.1 外部環(huán)境 8
4.3.2 政治 9
4.3.3 社會環(huán)境 10
4.4 T---威脅 10
第五章 問卷調(diào)查 11
5.1 調(diào)查背景 11
5.2 調(diào)查目的 11
5.3 調(diào)查意義 12
5.4 調(diào)查結(jié)果分析 12
5.5 存在問題總結(jié) 18
第六章 營銷策略---4P 19
6.1 產(chǎn)品 19
6.2 促銷 20
6.3 渠道 21
6.4 價(jià)格 22
結(jié)論 22
致謝 24
參考文獻(xiàn) 25
附錄A 26
附錄B 28