中国平安人寿集团的营销策略分析(以某地区为例)(15000字)
摘 要：随着社会经济的快速发展,我国的保险业获得了长足的发展。同时,保险市场的全面开放,以及相关的政策法律环境的优化,使得保险市场竞争状况日趋深化和激烈,各保险公司的竞争策略在其中亦呈现出差异性。保险商品具有其特殊性,如何在保险产品的营销中获得竞争优势,成为各保险公司探求的一个重大问题。本文运用营销理论以及战略管理理论,在分析平安寿险长沙公司市场营销所面临的宏观及微观环境的基础上,探析了公司的市场竞争环境和营销现状,找出了其在营销中存在的营销队伍不稳定、整合营销理念不成熟、兼业代理人制度不完善所带来的经营风险等问题,并分析了问题产生的原因,进而确定了目标市场与相应的包括产品、定价、分销与促销四方面的营销整合策略,公司应全方位地考虑各种因素,针对不同的客户、险种、地区运用相应的营销策略。最后,提出一些具体的保障措施来保障这一策略方案的可实行性。
关键字：平安人寿，营销策略，差异性，市场开发，行业规范
China PingAn life (Changsha) group marketing strategy analysis
Abstract: With the rapid development of social economy, China's insurance industry has achieved great development. Meanwhile, the insurance market opening up, and related policies and legal environment optimization, make insurance market competition situation increasingly deepening and intense, competitive strategy of each insurance company in which also appears on business of the opposite sex. Insurance goods have its particularity, how in the marketing of insurance products gain competitive advantage and becomes each insurance company for a major problem. This paper USES marketing theory and strategic management theory, on the analysis of changsha corporate marketing peace birthday danger facing the macro and micro environment based on market, discusses the competitive environment and marketing situation, find out the existing in the marketing of the marketing team instability, integrated marketing ideas is mature, concurrent-business system is not perfected brings problems such as the business risks, and analyzes the causes of the problem, then determines the target market and the corresponding including product, pricing, distribution and sales promotion four sorts of marketing integration strategy, companies should consider all sorts of factors, in all categories according to different customers, using the corresponding region, the marketing strategy. Finally, puts forward some specific safeguard measures to safeguard this strategy can execute sex.
Key words: Peace life, marketing strategy, difference, market development, industry standards
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