太平洋安泰人寿上海地区营销战略和策略研究.pdfVIP

THE RESEARCH OF PACIFIC ANTAI LIFE INSURANCE IN SHANGHAI ON MARKING STRATEGY AND TACTICS ABSTRACT From existing marketing strategy and tactics execution of PALIC, this thesis analyzes marketing environment of PALIC which includes competitors and consumers, and generates marketing strategy of PALIC through market segmentation and position, and develops tactics which used to improve marketing strategy by marketing portfolios and strategy execution and control. This thesis includes 6 chapters. Introduction as chapter one, mainly describes existing marketing strategy, tactics, business situation and derivative problems, and provides research methods and direction. Chapter two finds out opportunities and strengthen of PALIC development through analysis of life insurance market, which including macro-environment, market demand, industry competition, internal environment, and related partners etc. Chapter three focus on marketing strategy of PALIC, which including market segmentation, target market, market position and defines competition strategy for PALIC. Chapter four introduces use and analysis of marketing portfolio, which including products, channels, price, promotion, customer services and brand etc. Chapter five describes execution of marketing strategy, which including organization setting, validation standards and control methods. Chapter six summarizes all contents and gives problems need to be further researched. KEY WORDS: life insurance, marketing environment, marketing strategy, marketing tactics 3