北京中等收入家庭人身保险市场营销策略研究-工商管理专业论文.docxVIP

首都经济贸易大 首都经济贸易大学硕士学位论文 论文题目《北京中等收入家庭人身保险市场营销策略研究》 提 要： 本文通过对中国保险市场的分析，对比国内保险公司与合资保险公司 在销售队伍、销售模式等方面的不同，认识到合资保险公司的优势与不足。 接着通过对北京中等收入家庭的保险需求进行调研，了解影响这一人 群保险选择的相关因素及主要关注点。以此为基础，确定了国内合资保险 公司的主要目标客户群为 30-40 岁、年收入在 6 万-30 万的家庭。并通过分 析，确定此类人群主要关注的问题有养老问题及子女教育金准备等问题； 此类人群对保险销售人员的素质要求较高，希望得到专业化、个性化的服 务。 如何服务好目标客户群呢？本文对合资保险公司市场策略的建议是： 充分发挥其销售队伍素质较高的优势，将普通的销售人员转变为销售顾问 兼产品经理职能的双重身份。具体做法是，销售人员通过对某款产品的灵 活应用，既可以满足单一客户的个性化需求达成销售目标，又可以通过对 自己的客户群进行市场分析与细分，将该产品设计为针对某一目标市场的 标准化产品，提高销售成功率。 围绕这一思路，经过对国外市场的研究，为合资保险公司销售人员选 择变额年金类产品作为主打产品；并借鉴了理财规划师家庭理财规划制定 的流程，对销售流程进行了优化建议；引进无领导小组讨论环节，对招聘 流程再造；并且对销售队伍的培训问题提出了建议。 第 3 页，共 43 页 第 3 页，共 43 页 -3- - - 第 第 4 页，共 43 页 Summary: Base on analysis of Chinese insurance market, comparison of domestic insurance companies and joint venture insurance companies in the sales team, sales model and so on, to realize the advantages and disadvantages of joint venture insurance company. Then through to the insurance needs research of Beijing medium income families, to understand that affect this crowd on the insurance choice of relevant factors and primary point of concern. On this basis, determine the domestic joint venture insurance company’s main target crowd is the age level between 30- 40 years old, year income between 60,000 – 300,000 RMB of the family. And through the analysis, to identify such crowd mainly concern with the problem of retirement pension and the preparation of children education expenses; such people require higher quality of insurance sales personnel, hope to have professional, personalized service. How to serve the target customer? This paper gives the suggestion of marketing strategy for joint venture insurance company is: fully exert its sales team of high quality advantage, changeover the ordinary sales person into the dual identities which have the function both of sales consultant and product manager. The specific practice is: the sales staff through the flexible application of a product, can meet the personalized needs for single cu