辽宁市场外资寿险公司的服务营销策略-工商管理专业论文.docxVIP

人连理I．人学专业学位硕十学位论文摘 人连理I．人学专业学位硕十学位论文 摘 要 保险行业作为会融业三大支柱之一，在国民经济中扮演着越来越重要的角色。因为 发展时间短，保险营销理念相对滞后且不完善，营销服务已成为决定寿险公司竞争能力 的核心要素。 振兴东北政策全面启动，外资寿险公司进入辽宁市场具备“天时、地利、人和”，市 场潜力巨大，外资寿险公司进入需要有对市场的完整分析作为理论依据，需要运用有效 的营销策略占领市场。辽宁市场的外资寿险公司营销策略作为新兴事态有研究的必要。 本文将服务营销理论引入辽宁保险市场特定环境的保险服务实际当中，以辽宁寿险 市场为背景，运用波特五力、竞争态势矩阵和SWOT、服务营销的7Ps分析方法，根据 大量数据与图表，首先对辽宁寿险市场宏观环境及行业竞争环境、消费者购买心理进行 调查分析，其次对目前辽宁市场外资寿险企业服务营销现状分析，发现其中存在的不完 善之处，最后根据上两项分析结果有针对性的对辽宁寿险市场的外资公司进行市场定位 和战略选择，并结合寿险营销的特点，从产品设计、定价、销售渠道的创新、促销手段、 人员招募管理、有形展示、销售过程七个方面提出服务营销组合策略。为保障策略的实 施，要注意客户关系管理，不断提升服务水平，提高顾客满意程度，实现创新和永续发 展。 关键词：辽宁市场；外资寿险公司；服务营销策略 辽’j‘市场外资寿险公司的服务营销策略ServiceMarketing 辽’j‘市场外资寿险公司的服务营销策略 ServiceMarketing Strategy ofForeign Investment in Liaoning Life Insurance Market Abstract As one ofthe three pillars ofcomm凹cial industry，insurance industry grows and plays a more and more important role in the economy．However,because ofthe short development time，the marketing thought relatively lags，SO semite has become the core element that determines the competitiveness ofa life insurance company． Northeast Renaissance Policies was launched，that is the right time，right place with right human environment for the foreign investment entry into life insurance industry in Liaoning．HoweveL the entry offoreign invested life insurance company needs the theoretical support of complete market analysis and the usage of effective marketing strategy to conquer the market．It is essential to study for foreign invested life insurance company． Tllis article would introduce service marketing theory into iusnrance industry．and as the background of Liaoning life insnrRnce market,with Port analysis model．SWOT matrix analysis，7Ps analysis，more figures and tables，firstly to analysis life insurance m．agro-environment，industry competition and customers purchase psychology，secondly combined with analysis on the current illsurance companies status and find out the faultiness， finally，base on above of analysis result to find and choose marketing position，the service m