【作者】 常建勋；

【导师】 杨宏进；

【作者基本信息】 华中科技大学 ， 工商管理， 2009， 硕士

【摘要】 1992年,美国友邦保险公司将个人寿险营销模式引入到中国保险市场,经过10多年的发展,这一模式推动着中国寿险业实现了跨越式发展,但其弊端也越来越多,很多保险公司开始寻求转型,积极探索新的个人寿险营销管理模式,太平人寿保险有限公司就是其中之一。本文以太平人寿保险有限公司河南分公司为案例,采用案例分析的方法,结合定量、定性分析的方法,并借助PEST、SWOT等分析工具,深入研究了太平人寿河南分公司个险发展现状、影响因素和发展策略,并对发展策略的实施效果进行评估。首先本文介绍了研究的目的和意义、国内外研究、本文的内容和总体框架,然后研究了河南寿险市场发展现状,得出了河南寿险市场保费规模快速增长、市场主体不断增多、市场开发进一步深入的结论,接着研究了太平人寿河南分公司个险业务的发展现状,从研究情况来看,太平人寿河南分公司经过几年的发展,保费规模快速增长,外勤人力快速增长,客户积累不断扩大,市场地位不断提升,但也面临着公司品牌影响还较小、外勤队伍规模与主要主体相比还较小等发展困难,接下来,从市场环境、竞争环境、监管环境、保险需求及自身的SWOT分析等方面对影响太平人寿河南分公司个险业务发展的因素进行了分析,在分析的基础上提出了太平人寿河南分公司个险业务发展的策略,并从专业体系策略、机构发展策略、队伍建设策略、业务推动策略、产品策略、品质管理策略等方面进行了阐述。最后通过保费规模、外勤人力、客户积累、市场份额等指标变化来对发展策略的实施效果进行评估,并针对策略实施后出现的问题提出了下一步设想。实践证明,太平人寿河南分公司实施的个险业务发展策略是很成功的。更多还原

【Abstract】 Since American International Assurance Company brought individual life insurance marketing model into Chinese insurance market in 1992, the model has promoted Chinese life insurance realization of the leap-forward development during the past 10 years. However, at the same time, its disadvantages come out gradually. Many insurance companies begin to seek for transformation, and explore the new marketing management modes of individual life insurance actively, Taiping Life Insurance Co., Ltd. is one of them.Based on the case study of Taiping Life Insurance Co., Ltd. Henan Branch, using PEST, SWOT analyzing instruments, it studies in-depth present status, affecting factors and strategy of Taiping Life insurance, Henan branch’s individual insurance development, and it accesses the implementation effects of those development strategies, with a combination of qualitative and quantitative analyzing methods.First, this paper describes the purpose and significance of the present study, reviews the literature of studies at home and abroad, its content and the overall framework, and then it studies the present status of the life insurance market development in Henan. It concludes that in Henan life insurance market, the scale of premium is growing in size; market players are growing more; and also market needs further development. After that, it studies the present status of Taiping Life, Henan branch’s individual life insurance business development.From the literature review, also it can be seen that after several years’development, Henan branch has obtained much progress: premium scale has been expanding rapidly, the field personnel has been growing stronger, the number of customers accumulated has been growing up; the position in market has been raising; but as while, it faces such difficulties in development as small impact of company’s brand, smaller field team size comparing with other major teams. And then, it analyzes factors affecting Henan branch individual insurance business development, from many aspects, such as marketing environment, competing environment, supervisory environment, insurance needs and SWOT analysis.Based on the analysis above, it puts forward strategy of Taiping life, Henan branch’s individual insurance business development, and describes the professional system strategy, branch development strategy, team-building strategy, business promotion strategy, product strategy, and quality management strategy, etc.At last, it accesses the implementation effect of development strategy, through the change of indicators, such as premium scale, field personnel resources, customer accumulation, market share. After that, it puts forward the plan for the next step according to the problems during strategy implementation. It proves that the strategy implementation of Taiping Life, Henan branch’s individual insurance business development is very successful.更多还原