I 摘要 近年来，随着我国养老压力的日趋增大和养老保障制度的改革推进，企业年 金在市场上得到了快速推广。然而受限于企业盈利能力、管理规范程度、管理层 意识等问题，使得企业年金市场呈现“大企业化”特点，并趋于饱和，占全国企 业总数99%的中小企业参与度却极低。中小企业年金的发展不仅能够减轻政府的 财政压力，还能有效提升企业的人力资源管理效率和竞争力，最终为企业员工退 休后的生活提供全面保障。因此，如何制定中小企业年金营销策略成为各家年金 管理机构突破市场壁垒的重要抓手。 G养老险山东分公司由于前期大力度拓展大客户市场，对中小企业的重视程 度、投入的资源和精力都远远不够，同时受宏观环境和中小企业自身性质的限制， G养老险山东分公司中小企业年金业务发展缓慢，营销能力较低。G集团作为我 国最大的保险集团，为养老险山东分公司提供了优质的平台。如何利用平台资源， 优化业务结构，制定有效的中小企业年金营销策略，巩固并不断扩大公司在年金 市场中的地位及份额，是实现公司可持续发展的重大战略问题。 本文在我国中小企业年金发展既有研究的基础上，分析了G养老险山东分公 司中小企业年金营销的现状以及存在的问题，并对宏观和微观的营销环境进行了 细致的分析，运用SWOT模型分析了G养老险山东分公司营销中小企业年金的 优势、劣势、机会、威胁等因素，并运用STP理论对中小企业年金市场进行了细 分、选择和定位，从而提出了切实可行的营销策略：一是不断加强有竞争力的产 品创新策略，二是行业规定范围内的低报价价格策略，三是传统营销渠道与创新 营销渠道相结合的营销渠道策略，四是多方式的宣传推广策略，五是更加适应中 小企业需求的方案个性化定制策略，六是突出G养老险山东分公司优势的“拳头” 产品服务策略。同时，提出了健全内外部风险管理体系、强化中小企业年金市场 调研分析、不断升级信息系统、创新智能管家服务体系、提升营销人员专业素质 等一系列的保障措施来为中小企业年金营销策略的实施保驾护航。 在中小企业年金向好的市场趋势和营销策略的有效实施下，G养老险山东分 公司必将在中小企业年金的营销方面全面提升竞争力，强势拓展中小企业年金市 G养老险山东分公司中小企业年金营销策略研究 II 场。一方面为健全完善G养老险山东分公司业务结构、提升社会责任感助力，另 一方面也为年金行业提供一定的理论参考，为健全我国养老保障体系添砖加瓦。 关键词：G养老险山东分公司；中小企业年金；市场营销 Abstract III Abstract In recent years, with the increasing pressure of Chinese old-age pension and the reform of the security system, enterprise annuity has been rapidly promoted in the market. However, limited by the profitability of enterprises, the level of management norms, management awareness and other issues, the enterprise annuity market is characterized by "big enterprise" and tends to be saturated, and the participation of small and medium-sized enterprises, which account for 99 % of the total number of enterprises in the country, is extremely low. The development of small and medium-sized enterprise’ annuity can not only reduce the government's financial pressure, but also effectively improve the efficiency of human resources management and enterprise's competitiveness, and finally provide comprehensive guarantee for the life of enterprise employees after retirement. Therefore, how to formulate the marketing strategy of small and medium-sized enterprises’ annuity has become an important starting point for each annuity management organization to break through market barriers. Due to the intensive expansion of the large enterprises market in the early stage, G pension insurance limited Shandong branch has not paid enough attention, resources and energy to the small and medium-sized enterprises, also limited by the external environment and the nature of the small and medium-sized enterprises themselves, the small and medium-sized enterprise annuity business of G pension insurance limited Shandong branch is developed slowly and its marketing ability is relatively low. G group, as the largest insurance group in our country, provides a high-quality platform for pension insurance limited Shandong branch. How to use the platform resources, optimize the business structure, formulate effective marketing strategies of small and medium-sized enterprises’ annuity, consolidate and continuously expand the position and share of the annuity market is a major strategic issue to realize the sustainable development of the company. G养老险山东分公司中小企业年金营销策略研究 IV Based on the theory research of the development of small and medium-sized enterprise’ annuity in our country, the article objectively describes the current marketing situation and existing problems of the small and medium-sized enterprise annuities in G pension insurance limited Shandong branch, and makes a detailed analysis of the macro and micro environment. Compares and analyzes the strengths, weaknesses, opportunities and threats of the development of small and medium-sized enterprise’s annuity in Shandong branch through SWOT model, and analyses the segmentation, targeting and positioning of the annuity market of small and medium-sized enterprises by STP theory, then puts forward feasible marketing strategies. Firstly, independently develop product innovation strategy to continuously strengthen product competitiveness; Secondly, low quotation price strategy within industry regulations; Thirdly, the marketing channel strategy of combining traditional marketing channels with innovative marketing channels; Fourthly, the multi-way publicity and promotion strategy; Fifthly, the more personalized scheme strategy to meet the needs of small and medium-sized enterprises; Sixthly, the "fist" product and service strategy of highlighting the advantages of G pension insurance limited Shandong branch. At the same time, it puts forward a series of security measures to ensure the effect of marketing development strategy of small and medium-sized enterprise’ annuity from improving the internal and external risk management system, strengthening the research and analysis of the market of small and medium-sized enterprises’ annuity, continuously upgrading the information system, innovating the intelligent butler service system, and improving the professional quality of marketing personnel. Under the good market trend and the effective implementation of marketing strategies of small and medium-sized enterprise annuities, G pension insurance limited Shandong branch will definitely enhance its competitiveness in the marketing and expand the market of small and medium-sized enterprise annuities. On the one hand, it will help to perfect the business structure of G pension insurance limited Shandong branch and enhance the sense of social responsibility, on the other hand, it will also provide some theoretical reference for the annuity industry and add some bricks to improve our country's endowment insurance system. Abstract V Key words: G pension insurance limited Shandong branch; Small and medium-sized enterprise’ annuity; Marketing G养老险山东分公司中小企业年金营销策略研究 VI 目 录 第1章 绪论............................. 1 1.1 选题背景及意义...... 1 1.1.1 选题背景 .......................... 1 1.1.2 选题意义 .......................... 2 1.2 相关文献综述.......... 3 1.2.1 关于中小企业年金现状的研究 ...................... 3 1.2.2 关于中小企业年金发展的内外部环境研究 .. 4 1.2.3 关于中小企业年金营销策略的研究 .............. 4 1.2.4 简要述评 .......................... 5 1.3 研究思路与方法...... 5 1.4 全文内容安排.......... 6 1.5 创新点...................... 7 第2章 企业年金的管理模式与市场营销的相关理论.......................... 8 2.1 企业年金的管理模式............................. 8 2.1.1 企业年金的概念及其种类 .............................. 8 2.1.2 企业年金的管理模式..... 10 2.2 市场营销的相关理论........................... 11 2.2.1 STP理论 ......................... 11 2.2.2 4P理论 ............................ 12 2.2.3 PEST分析法 ................... 13 2.2.4 SWOT分析法 ................. 14 第3章 G养老险山东分公司中小企业年金营销的现状及问题 ................. 15 3.1 G养老险山东分公司简介 ................... 15 3.2 中小企业年金的营销现状................... 18 3.2.1 我国企业年金的营销现状 ............................ 18 3.2.2 G养老险山东分公司中小企业年金的营销现状 ........................ 19 目 录 VII 3.3 营