中资寿险公司个人服务差异化策略研究

上海交通大学硕士学位论文中资寿险公司个人服务差异化策略研究姓名：王雅红申请学位级别：硕士专业：工商管理指导教师：费方域20060115,RESEARCHONDIFFERENTIATIONSTRATEGYOFLIFEINSURANCEPERSONALSERVICEOFCHINA'INSURANCECOMPANYABSTRACTThisthesisresearchedthatChina’lifeinsurancecompanies,underthekeencompetitionenvironment,howtoexertanddevelopcompetitiveadvantagethroughimplementingeffectivelydifferentiationstrategyofpersonallifeinsuranceservice.Thethesisconsistsofsevenchapters.First,thefirstchapterproposedtheimplementationprincipleandthesystemsupporttheoryofdifferentiationstrategyoflifeinsuranceservice,whichbasedontheanalysisoflimitstothelifeinsuranceserviceinthefoundationtounifythetheorytodifferentiation.Next,thesecondchapteranalyzedthedevelopmentconditionandthecompetitionsituationofpresentChinalifeInsurancemarketaswellasrespectivesuperiorityandtheinferiorityoftheforeigncapitalinsurancecompaniesandChina’lifeinsurancecompanies,andinthisfoundation,proposedthepracticalsignificanceandtheurgencythatChina’lifeinsurancecompaniesimplementtheservicedifferentiationstrategy.Then,thethirdchapteraffirmedfirstlythatChina’lifeinsurancecompanieshadacquiredsomeresultwhichobtainedinthedevelopmentservicedifferentiationcompetitionadvantageinrecentyears.Atthesametime,thechaptercomparedaspectwaysinthedevelopmentservicedifferentiationstrategywiththedomesticandforeigncapitalscompanies,andinthisbasis,thechapterdiscussedtheproblemsandinternalreasonsofChina’lifeinsurancecompaniesintheimplementationservicedifferentiationstrategy.ordertostudyeffectivewaysthatChina’lifeinsurancecompaniesimplementservicedifferentiationstrategy,thefourthchapteranalyzedexteriorfactorswhichaffectedtheagentsimplementeffectivelydifferentiationstrategy.Analyzesbasedonabove,thefifth,sixchaptersofthisthesiselaboratedwithemphasisunderthecurrentsituation,thatthecompanieshowtoconstructtheirinterioradvantagedenvironmentthattheyimplementeffectivelydifferentiationstrategy.Amongthem,thefifthchapterproposedconstructsthecompanies’competitivesuperiority;thesixthchapterdesignneedstoadoptdifferentmethodinviewofthecustomerlifecycledifferentstage,providesdifferentiationoflifeinsuranceservicesandproductsforthedifferentcustomercommunity.Finally,theseventhchapterpointedoutagoodexternalenvironmentisveryimportanttoChina’lifeinsurancecompaniesimplementtheservicedifferentiation,andputforwardcertainproposalsthathowtoconstructthiskindofenvironment.KEYWORDS:lifeinsuranceservice,differentiation,competitiveadvantageMBA1MBA220051128MBA111,FIGURE1-1FourMarketingChannelsofPersonalLifeInsuranceServiceMBA2FIGURE1-2WholeConceptionofLifeInsuranceProductMBA3FIGURE1-3CharacteristicofLifeInsuranceProductMBA4MBA5FIGURE1-4LifeCycleDifferentStageofLifeInsuranceCustomerFIGURE1-5NewlifeInsuranceServiceConnotationMBA6::MBA7,,,,,MBA8MBA9MBA10MBA11FIGURE2-1LifeInsurancePremiumandGDPGrossfrom1986to200419791988),,2090),,,19978020033010.9977.59GDP“”,,MBA122004733101852004MBA13100038.3%23%(67.88%)MBA14FIGURE2-2RatioofFirstMentionbyCustomeramongMostlyLifeInsurancecompanyinChinaFIGURE2-3PurchaseExpenditureGrowthofITServiceinChina’InsuranceMBA15FIGURE2-4RatioofSatisfactionfromCustomerofMostlyInsuranceCompanyinChinaMBA16MBA17MBA18MBA19FIGURE3-1CharacteristicofOmnipotenceLifeInsuranceofAIA67MBA20VIPVIPVIPVIPVIPVIP24200211———MBA212.4.2()190%MBA221MBA2380%20%2%10%,50%,,343MBA24CRMCustomerRelationshipManagement.1,CRM10%,MBA2534,MBA26MBA27MBA28FIGURE4-1RespectiveGrowthRateofNewLifeInsurancefromPersonalInsuranceAgentMarketingofInsuranceCompanyinShangHaiMBA2942FIGURE4-2LifeInsuranceDemandIdea4-3FIGURE4-3DecisiveFactorsofPurchaseoflifeinsuranceCustomerMBA3030-45MBA31FIGURE5-1ThreeStepofDevelopmentofCompetitiveAdvantageofChina’InsurancecompanyMBA32MBA33CustomerRelationshipManagementCRM,CRM,3CRMMBA34“”“”MBA35MBA36MBA37MBA38MBA39MBA40(3)6-1/MBA41MBA42MBA431210-2015MBA44()MBA45VIPVIPVIPVIP(3)VIP(4)VIPVIPMBA464MBA47(1)(2)MBA48MBA4920001116MBA50MBA51[1]20031751793145157159146151[3],,2003164169200510434520022225200531113[7],199910183145157159146151[]2003484912141517[]2003MBA52182013922242529192140414540422003274-28314IT2004895164200543452003141146MBA53MBA54MBA55[1]108110中资寿险公司个人服务差异化策略研究作者：王雅红学位授予单位：上海交通大学本文链接：授权使用：上海海事大学(wflshyxy)，授权号：c7b15143-22d8-4e8a-8723-9e030078d051下载时间：2010年10月2日