I 摘要 现阶段我国已然步入老龄化社会，养老需求迅猛增加的同时养老供给能力提升 缓慢，养老问题悄然成为困扰社会的核心问题之一。与此同时，用何种养老方式能 够解决这一难题是需要我们思考的。 本文选择有一定保险意识及年收入在20万以上的客户作为研究对象，首先，采 用文献研究的方法，对保险欧亿·体育（中国）有限公司服务特性及市场营销的4C经典理论进行阐述。其次， 运用PEST分析模型和波特五力模型分析对企业销售的高端养老社区保险产品的背后 的养老社区进行外部环境分析，并结合SWOT理论对企业进行战略分析，得出公司的 竞争优势、劣势、机会与威胁等方面的具体内容，进而确定优势机会、优势威胁、 劣势机会及劣势威胁等组合战略。再次，通过问卷调查法进一步对客户购买高端养 老社区保险产品的意愿及愿付成本等问题进行深入调研，较为全面的、系统的分析 了泰康高端养老社区保险产品的市场需求情况，为泰康养老社区项目的推进奠定基 础。最后，结合养老社区保险产品的需求情况提出泰康人寿的养老社区营销策略， 包括关注客户需求、提高客户愿付成本、便利客户及沟通策略等，切实提升泰康人 寿养老社区保险产品的市场竞争力。 通过对泰康高端养老社区保险产品营销策略的改进，希望可以达到提高此种类 型产品的总保额，对于其他保险公司养老社区类型保险产品的市场推广也具有一定 参考价值，对于此类保险产品营销理论的丰富也具有积极意义。 关键词：泰康人寿；养老社区；营销策略；保险产品 燕山大学工商管理硕士学位论文 II Abstract Atthisstage,Chinahassteppedintoanagingsociety.Thedemandforold-agecare andtheinsufficientsupplyofold-agecarehasbecomeamajorproblemplaguingsociety. Atthesametime,weneedtothinkabouthowtosolvethisproblem. Thisthesischoosesthecustomerswithcertaininsuranceawarenessastheresearch object.Firstly,itelaboratesthe4Cclassicaltheoryofservicecharacteristicsandmarketing ofinsuranceindustrybyusingthemethodofliteratureresearch.Secondly,thispaperuses PESTanalysismodelandPolarityFiveForceModeltoanalyzetheexternalenvironment oftheenterprise'smanagementoftheold-agecommunity,andcombinesSWOTtheoryto furtheranalyzetheinternalenvironmentoftheenterprise,andobtainsthespecificcontents ofthecompany'scompetitiveadvantages,disadvantages,opportunitiesandthreats,and thendeterminestheadvantages,opportunitiesandthreats.Hypothesis,inferior opportunitiesandinferiorthreatsarecombinedstrategies.Thirdly,throughquestionnaires, wefurtheranalyzeandstudythewillingnessofcustomerstostayinhigh-endpension communityandtheirwillingnesstopaythecost.Amorecomprehensiveandsystematic analysisofTaikangdockingendowmentcommunityinsuranceproductmarketdemand. Finally,itputsforwardaseriesofmarketingstrategiesforTaikangLifeInsurance Companytodevelopold-agecommunity,suchaspayingattentiontocustomerneeds, improvingcustomerwillingtopaycosts,facilitatingcustomersandcommunication strategies. ThroughtheimprovementofmarketingstrategyofTaikangLifePensionCommunity Insuranceproducts,wehopetoimprovethetotalinsuranceamountofthistypeof products,enhancetheperformanceoftheentiremarketingteam,enhancethemarket competitivenessofTaikangLifePensionCommunity,andthengreatlyincreasetheprofits ofenterprises.Atthesametime,throughthestudy,thispaperhopestohavesome enlightenmentontheoperationofTaikangLifePensionCommunity. Keywords:Insurancecompany;pensioncommunity;marketingstrategy; Insuranceproduct 目录 III 目录 摘要....................................................................................................................................I ABSTRACT.........................................................................................................................II 目录.................................................................................................................................Ⅲ 第1章绪论.......................................................................................................................1 1.1研究背景及意义.....................................................................................................1 1.1.1研究背景............................................................................................................................1 1.1.2研究意义.......................................................................................................2 1.2国内外研究现状.....................................................................................................3 1.2.1国外研究现状...............................................................................................3 1.2.2国内研究现状...............................................................................................4 1.2.3国内外研究现状评述...................................................................................7 1.3研究内容与方法.....................................................................................................7 1.3.1研究内容.......................................................................................................7 1.3.2研究方法及基本框架...................................................................................8 第2章相关概念及理论概述.............................................................................................9 2.1养老相关概念概述.................................................................................................9 2.1.1养老地产及养老社区的概念区分...............................................................9 2.1.2商业养老保险及社会养老保险概念区分...................................................9 2.2保险欧亿·体育（中国）有限公司的服务特性...........................................................................................10 2.3市场营销相关理论...............................................................................................11 2.3.14P营销理论.................................................................................................11 2.3.24C营销理论................................................................................................11 2.4本章小结...............................................................................................................12 第3章泰康人寿养老社区保险产品营销问题及环境分析...........................................14 3.1泰康人寿保险公司基本情况及养老社区建设情况...........................................14 3.1.1泰康人寿保险公司基本情况.....................................................................14 3.1.2泰康之家建设养老社区情况.....................................................................14 3.2泰康养老社区保险产品营销问题分析...............................................................15 3.2.1泰康主营养老社区保险产品介绍.............................................................15 3.2.2泰康养老社区保险产品营销存在的问题.................................................16 3.3泰康养老社区保险产品外部环境分析...............................................................17 3.3.1宏观环境分析（PEST）............................................................................17 燕山大学工商管理硕士学位论文 IV 3.3.2欧亿·体育（中国）有限公司竞争力分析（波特五力模型）.........................................................20 3.4泰康养老社区SWOT分析..................................................................................22 3.4.1优势分析（S）...........................................................................................22 3.4.2劣势分析（W）.........................................................................................22 3.4.3机会分析（O）..........................................................................................23 3.4.4威胁分析（T）...........................................................................................23 3.4.5企业营销战略选择.....................................................................................23 3.5本章小结...............................................................................................................24 第4章泰康高端养老社区保险产品用户需求调查.......................................................27 4.1高端养老社区保险产品用户需求问卷设计及回收...........................................27 4.2描述统计分析.......................................................................................................28 4.3问卷调查数据的相关性分析...............................................