【文章內(nèi)容簡介】 including all aspects of operation and marketing model of strategy and tactics to enterprises has given many useful instructions in life insurance industry. Affected by the policy, AIA had fostered its core petency and gained unique market advantage in the fierce petition by its unique coastal strategy, the elite agent system, making strategy choice and arrangement in light of locality, people and itself. AIA had been allowed in 2006 to expand its business scope and region, which means that AIA would end the structure of operating independently by branches for a very time. Future development trend will be a uniform topdown model from the head office to branches. That will lead to great internal adjustment in marketing model and management model. It is very necessary to discuss whether the past successful experiences could be copied once more which will bee the greatest challenge in the next thesis will focus on the management of marketing strategy, discuss the structure change of life insurance industry and marketing, summarize the successful experience of AIA in the past 15 years in China, probe into the marketing strategy of AIA in the second development period facing new environmental opportunity and challenge and raise new methods to solve problems in are five chapters. Chapter I is the introduction of research background, writing thinking and research methods. Chapter II describes the development of AIA in China, starting from its historic development background in China and generally introducing AIA’s development and achievement in China by describing its market share, scale, development speed and operational characteristics. Chapter III will analyze business development external environment, starting from macroenvironment and industry environment, and applying five forces model to analyze marketing environment AIA is in these 15 years. Chapter IV will be a hint for the later chapters by analyzing the present conditions of operating model, management of agent marketing channel and the firstline office staff that support this channel, making a deep analysis of AIA’s marketing in China by applying SWOT method. Chapter IV will be marketing strategy of AIA in new circumstances. New solutions to problems of development will be raised by probing into its strategy in the past 15 years and the opportunities and challenges it facing under new circumstances. Chapter IIV is conclusion. Special emphasis will be put on that in new historic period only grasping the opportunity, giving full play to its own advantages, integrating resources, improving internal operational strategy, organization structure and the relative human resource system according to the internal and external environmental characteristics, permanent and steady development of AIA would be assured.更多還原 【關(guān)鍵詞】 友邦保險(xiǎn)公司； 營銷戰(zhàn)略管理； 保險(xiǎn)營銷員； ADE； 組訓(xùn)； 【Key words】 AIA； Marketing strategy management； Agent； Trainer； ADE； 【網(wǎng)絡(luò)出版投稿人】 西南交通大學(xué)【網(wǎng)絡(luò)出版年期】2008年 06期 [3] 傅福行. 基于SOWT分析的外資保險(xiǎn)企業(yè)在中國的發(fā)展戰(zhàn)略——以友邦保險(xiǎn)(中國)有限公司為例 [J]. 消費(fèi)導(dǎo)刊. 2008 (21) [1] 劉平,陳巖. 穩(wěn)健增長——“友邦”的中國戰(zhàn)略 [J]. 中小企業(yè)科技. 2007 (01) [2] 李麒. “友邦保險(xiǎn)”的薪酬策略及其借鑒 [J]. 市場周刊(理論研究). 2008 (06) [3] 傅福行. 基于SOWT分析的外資保險(xiǎn)企業(yè)在中國的發(fā)展戰(zhàn)略——以友邦保險(xiǎn)(中國)有限公司為例 [J]. 消費(fèi)導(dǎo)刊. 2008 (21) [4] 小莫. 友邦(中國)的人才本土化戰(zhàn)略 [J]. 職業(yè). 2003 (11) [5] 蓋丁. “以成功吸引成功”——訪美國友邦保險(xiǎn)公司北京分公司總經(jīng)理徐水俊 [J]. 財(cái)經(jīng)界. 2003 (07) [6] 南方聲. 友邦:人才四重奏 [J]. 企業(yè)文化. 2005 (02) [7] 洛濤. 首家外資保險(xiǎn)公司在京開張—— [J]. 商業(yè)時(shí)代. 2002 (06) [8] 孫芙蓉. 解讀友邦保險(xiǎn)公司 [J]. 中國金融. 2002 (07) [9] 閆妍. 友邦保險(xiǎn)的中國演出 [J]. 網(wǎng)際商務(wù). 2002 (06) 美國友邦保險(xiǎn)公司營銷戰(zhàn)略管理Marketing Strategy Management of AIA 分頁下載 分章下載 整本下載 在線閱讀 不支持迅雷等下載工具，請取消加速工具后下載。 【作者】 蔡利梅； 【導(dǎo)師】 楊莉【作者基本信息】 西南交通大學(xué) ， 工商管理， 2007， 碩士【摘要】 美國友邦保險(xiǎn)公司在中國15年的成長歷程以及貫穿于戰(zhàn)略、戰(zhàn)術(shù)和策略各個(gè)方面的管理運(yùn)作和營銷模式等，給了壽險(xiǎn)同業(yè)公司很多有益的啟示。受政策影響，友邦曾依靠獨(dú)特的沿海戰(zhàn)略、“精兵制”代理人制度，因地制宜、因人制宜、因已制宜的戰(zhàn)略選擇和策略安排，培育出自己的核心競爭力，在激烈的競爭中形成特有的優(yōu)勢市場。2006年，友邦獲準(zhǔn)在業(yè)務(wù)經(jīng)營領(lǐng)域及經(jīng)營地域的擴(kuò)展，這意味著在友邦將結(jié)束長期以來各分支公司各自為戰(zhàn)的獨(dú)立經(jīng)營格局，從總公司到分公司到支公司自上而下的統(tǒng)一管理模式將成為未來發(fā)展的必然趨勢，而這也必將引起內(nèi)部營銷戰(zhàn)略、營銷管理模式及人力資源分配的大幅調(diào)整，曾經(jīng)的成功經(jīng)驗(yàn)?zāi)芊裨俅螐?fù)制已成為十分有必要探討的問題，而這也是公司在下一階段中面臨的最大挑戰(zhàn)。本論文正是在這一背景下寫就的。目的是探討美國友邦保險(xiǎn)公司新形式下的營銷戰(zhàn)略管理。論文從壽險(xiǎn)行業(yè)國內(nèi)背景入手，闡述了壽險(xiǎn)行業(yè)、營銷市場的變化格局，并總結(jié)了友邦在過去15年里中國區(qū)的成功發(fā)展經(jīng)驗(yàn)；通過市場分析、同業(yè)比較及公司優(yōu)劣勢剖析，面對環(huán)境新的機(jī)遇和挑戰(zhàn)，對友邦在中國第二個(gè)發(fā)展階段的營銷戰(zhàn)略做了深入探討，提出了發(fā)展中解決問題的新辦法。全文共分五章。第一章為...更多還原【Abstract】 The 15year development course of American International Assurance Company Limited, (AIA) starting in China, including all aspects of operation and marketing model of strategy and tactics to enterprises has given many useful instructions in life insurance industry. Affected by the policy, AIA had fostered its core petency and gained unique market advantage in the fierce petition by its unique coastal strategy, the elite agent system, making strategy choice and arrangement in light of locality, people and itself. AIA had been allowed in 2006 to expand its business scope and region, which means that AIA would end the structure of operating independently by branches for a very time. Future development trend will be a uniform topdown model from the head office to branches. That will lead to great internal adjustment in marketing model and management model. It is very necessary to discuss whether the past successful experiences could be copied once more which will bee the greatest challenge in the next thesis will focus on the management of marketing strategy, discuss the structure change of life insurance industry and marketing, summarize the successful experience of AIA in the past 15 years in China, probe into the marketing strategy of AIA in the second development period facing new environmental opportunity and challenge and raise new methods to solve problems in are five chapters. Chapter I is the introduction of research background, writing thinking and research methods. Chapter II describes the development of AIA in China, starting from its historic development background in China and generally introducing AIA’s development and achievement in China by describing its mar