杭州信泰人寿保险营销策略分析_人寿保险的营销策略

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浙江水利水电学院毕业论文杭州信泰人寿的市场营销策略分析

毕业论文

论文题目： 杭州信泰人寿的市场营销策略分析

心良

系专业：市 场 营 销

班级：营销11-2班

姓名：赵兵强

学

二○一四年五月

摘要

金融是经济的命脉，保险业作为现代金融的三大支柱之一，具

有经济补偿、资金融通与社会管理三大功能，对于保障国家经济建设、市场发展和社会安定发挥着极其重要的作用。随着经济的持续增长，保险业也呈现出快速发展的趋势。在此背景下，本论文以杭州信泰人寿保险股份有限公司为主题，运用市场营销学中的知识为理论依据，采用SWOT分析法、文献研究法和观察法三种研究方法进行研究。首先对信泰人寿的发展状况进行简单介绍，其次采用SWOT分析，发现企业的优势，劣势、机会与威胁在此基础上，找出了一些信泰人寿营销策略存在的问题，比如：销售渠道和宣传方式单一，股东问题纠缠不清，人员流动性大等问题，最后提出了一些改进经营方式的合理化建议来完善其经营和管理，希望对杭州信泰人寿保险公司寻求如何建立持续发展的核心竞争力、不断提升市场占有率、不断提升员工管理、销售和服务技能，确保市场领先者的地位，最终赢得竞争起到指导和借鉴的作用。

关键词信泰人寿swot分析营销策略

Abstract

Finance is the lifeblood of the economy, the insurance industry as one of the three pillars of modern finance, economic compensation, financing and social management three big functions, to safeguard the national economic construction, market development and social stability plays a very important role.With the steady growth of economy, the insurance industry also presents the trend of rapid development.In this context, this thesis to hangzhou letter Thai life insurance co., LTD., as the theme, using the knowledge of marketing, as the theoretical basis, using the SWOT analysis, literature study and observation three methods were studied.First letter of a brief introduction to the development of Thai life, then USES the SWOT analysis, found the advantage of enterprise, weaknees, opportunities and threats on this basis, find out the problems existing in some letter Thai life insurance marketing strategy, such as: single sales channel and propaganda way, shareholders problem entanglements, personnel fluidity big, finally proposed the rationalization proposal of how to improve the mode of operation to improve their

operation and management, hope in hangzhou letter Thai life insurance companies to seek how to build a sustainable development of core competitivene, improve the market share, enhance staff management, sales, and service skills, to ensure that the market leader position, win competition plays a role of guidance and reference.Keywords: sinatay life； SWOT analysis；marketing strategy