美国友邦保险公司在中国市场的营销手段分析

论文编号:GM026    包括:开题报告及任务书,论文字数:16379,页数:24

摘    要

      随着中国加入WTO，保险业已经逐步履行入世承诺和逐步实行全面开放。面对着越来越多的市场竞争者的加入，中国保险市场得到进一步的发展，但同时保险公司间的竞争也日趋激烈。本文旨在分析美国友邦公司在中国市场的营销手段，进而提出对中国保险公司的一些启示。
论文首先介绍了世界保险业的现状和发展趋势，以及中国保险市场的开放和跨国保险公司的发展，并对美国友邦保险公司在中国市场的发展和其营销现状做了简要介绍，包括其代理人制度、营销机构的设置和代理人报酬体系，进而通过友邦保险和中资寿险公司形成“冰火两重天”的案例简介分析，引出友邦保险在中国市场的营销手段，包括产品营销、价格营销、合作营销、网络营销、一对一营销、广告营销和公共关系营销等，并对其做了详细分类分析，最后通过对其营销手段的成败的分析而提出了一些对中国保险公司在保险业全面开放的背景下如何运用好营销手段的启示。

【关键词】友邦保险  营销手段  加入WTO  代理人制度

Abstract

After China’s access of WTO, the insurance industry has been widely opened according to the promises in WTO. With more and more rivals entering, the insurance market in China has a further developing. Nevertheless, the competition between the insurance companies becomes more violently. The thesis intends to introduce and analyze the case of how American International Group Inc. exploits their market in China and then gives some advice to the domestic insurance companies.
This thesis introduces the current situation of the world insurance industry and the development tendency, as well as the opening of the Chinese insurance market and the international insurance companies’ development, then it will make a brief introduction to American Ally insurance company’s development and its current marketing situation in Chinese market, including agent system, marketing organization establishment and the agent reward system. Then through analyzing ''the ice fire two fold day'' between the Ally insurance company and the domestic insurance company, it extracts the marketing method of Ally insurance company  in Chinese market, including product marketing, price marketing, cooperation marketing, network marketing, one-to-one marketing, advertisement marketing and public relation marketing and so on. Then it makes a detail and classified analysis to it. Finally it proposes some enlightenment to Chinese insurance companies on how to use the marketing methods well under the background of the insurance industry’s opening through analyzing the success and the failure in marketing methods.

【Key Words】 AIG ; Marketing method ; Access of WTO ; Agent system

目  录
1 引论 .......................................................2
1.1 选题的背景与必要性 .......................................2
1.2核心概念及解释............................................ 2
1.3文献综述.................................................. 3
2 国际保险市场概述 ...........................................5
2.1世界保险服务贸易市场格局和发展趋势 ........................5
2.2 中国保险市场的开放与跨国保险公司的发展 ...................6
3 美国友邦保险在中国市场的发展现状 ...........................8
3.1 美国友邦保险有限公司简介 .................................8
3.2 美国友邦保险在中国市场的发展之路 .........................9
4 美国友邦保险开拓中国市场的营销手段......................... 11
4.1 美国友邦保险公司的营销机构设置 ...........................11
4.3 友邦保险各项营销手段分析 .................................15
5 对友邦保险营销手段改进的评价和启示 .........................19
5.1 对友邦保险营销手段的成败分析 .............................19
5.2 友邦保险营销手段对中国保险公司拓展营销手段的启示 .........20
参考文献 .....................................................22
致   谢 ......................................................23