然而,中国人寿在高速发展的同时,也遭遇了一定的发展瓶颈。市场的竞
争问题、公司管理的缺位、客户服务系统性不强、新型产品开发滞后、销售渠
道单一、诚信建设等已经成为公司发展的阻力。
同时,甘肃虽地处我国西北欠发达地区,但保险市场竞争依然非常激烈,
寿险竞争主体达20多家,新增保险公司的业务开拓对中国人寿甘肃省分公司业
务发展产生巨大压力,公司市场地位及影响力面临巨大的挑战。
面对寿险市场竞争产品的同质化,竞争的焦点从价格竞争逐渐向一些新兴
竞争领域转变,如何能够提供客户满意的保险服务将是公司应对同业竞争的关
键。
本文重点对以服务营销学为基础,通过对服务营销理论的提出、理论基础、
发展情况、理论贡献等学习和研究,结合4P、4C、波特五力分析模型等经典理
论的应用,对中国人寿甘肃省分公司保险服务、服务营销理念的建立提出基本
框架及思路,重点以服务产品策略、服务质量控制策略、服务价格策略、服务
渠道策略、客户便捷策略为依托,营销理论结合实践发展,实现公司业务发展、
客户有效幵拓的现实指导意义。同时,为本行业其他企业服务营销理念建立提
供借鉴。
关键词:服务营销,保险,策略
I
MBA学位论文作者:龚茂龙
中国人寿甘肃省分公司保险服务营销策略研究
ABSTRACT
Associated with the development of China&39;s social, economic, and social role of life
insurance in the country has become increasingly prominent. The life insurance industry is an
important part of China&39;s insurance industry, is an important complement of the social pension
insurance system, the life insurance industry in China is a market full of great opportunities,
while China Life shoulders the important task of to revitalize national life insurance industry as
an industry leader.
China Life, however, rapid development, also suffered a development bottleneck.
Competition in the market, the absence of corporate management, customer service systemic,
new product development lags behind the single sales channel, the integrity of the building has
become the company&39;s development of resistance..
Gansu is located in the less developed regions of Northwest China, but still very fierce
competition in the insurance market, the main competition of more than 20 life insurance, new
insurance company&39;s business development enormous pressure on the development of Gansu
Province, China Life branch operations,the company markets position and influence to face
enormous challenges.
The face of the homogenization of the life insurance market competitive products, the
focus of competition from price competition gradually shift to the emerging field of competition,
and how to provide customer satisfaction insurance services company to respond to the same
competition.
This article focuses on based service marketing, service marketing theory proposed, the
theoretical basis for the development of theoretical contributions to learning and research,
combined with the application of the 4P, 4C, Porter&39;s five forces analysis model classical theory,
Life Gansu Province branch of insurance services, the establishment of service marketing idea
proposed basic framework and ideas control strategy, focusing on service product strategy,
quality of service, service pricing strategies, service channel strategy,customer convenient
strategy relying on marketing theory and practice development, business development, customer
effectively opened up realistic guiding significance. At the same time, other enterprise
service-oriented industry marketing idea to establish to provide a reference.
Key Words: Service marketing, insurance,policy
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