美國友邦保險公司在中國市場的營銷手段分析

國際貿易論文編號:GM026    包括:開題報告及任務書,論文字數:16379,頁數:24

目  錄
1 引論 .......................................................2
1.1 選題的背景與必要性 .......................................2
1.2核心概念及解釋............................................ 2
1.3文獻綜述.................................................. 3
2 國際保險市場概述 ...........................................5
2.1世界保險服務貿易市場格局和發展趨勢 ........................5
2.2 中國保險市場的開放與跨國保險公司的發展 ...................6
3 美國友邦保險在中國市場的發展現狀 ...........................8
3.1 美國友邦保險有限公司簡介 .................................8
3.2 美國友邦保險在中國市場的發展之路 .........................9
4 美國友邦保險開拓中國市場的營銷手段......................... 11
4.1 美國友邦保險公司的營銷機構設置 ...........................11
4.3 友邦保險各項營銷手段分析 .................................15
5 對友邦保險營銷手段改進的評價和啟示 .........................19
5.1 對友邦保險營銷手段的成敗分析 .............................19
5.2 友邦保險營銷手段對中國保險公司拓展營銷手段的啟示 .........20
參考文獻 .....................................................22
致   謝 ......................................................23

摘    要

      隨著中國加入WTO，保險業已經逐步履行入世承諾和逐步實行全面開放。面對著越來越多的市場競爭者的加入，中國保險市場得到進一步的發展，但同時保險公司間的競爭也日趨激烈。本文旨在分析美國友邦公司在中國市場的營銷手段，進而提出對中國保險公司的一些啟示。
論文首先介紹了世界保險業的現狀和發展趨勢，以及中國保險市場的開放和跨國保險公司的發展，并對美國友邦保險公司在中國市場的發展和其營銷現狀做了簡要介紹，包括其代理人制度、營銷機構的設置和代理人報酬體系，進而通過友邦保險和中資壽險公司形成“冰火兩重天”的案例簡介分析，引出友邦保險在中國市場的營銷手段，包括產品營銷、價格營銷、合作營銷、網絡營銷、一對一營銷、廣告營銷和公共關系營銷等，并對其做了詳細分類分析，最后通過對其營銷手段的成敗的分析而提出了一些對中國保險公司在保險業全面開放的背景下如何運用好營銷手段的啟示。

【關鍵詞】友邦保險  營銷手段  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