摘要

经济全球化的发展使跨国经营成为当今世界经济中的普遍现象。跨国公司要想适应国外市场，就必须正确地理解各种因素对其经营活动的影响。一个跨国企业在进入海外市场时，文化差异是其面临的主要困难。目前,中国是一个发展最快的经济体，是在世界上最具吸引力的市场。并且中国对外国保险公司来华发展业务提供了机会，许多跨国公司的保险公司都在用他们的方式进入中国保险市场。然而不同的文化背景所产生的营销障碍，对一个渴望实现成功跨国经营的保险公司来说，无疑是巨大的挑战。本论文正是在这一背景下写就的。目的是借助对外资保险公司在中国保险市场营销策略的研究，探讨不同的文化环境对跨国保险公司的营销究竟有哪些方面的影响，保险公司又将如何应对。
本文在对友邦在中国保险市场的营销策略进行全面调研的基础上，首先从研究的背景和意义着手，阐述所学理论；其次对影响友邦营销策略的文化差异进行分析；着重是对中西方的文化差异进行比较分析；随后对友邦进入中国市场后的发展情况进行概述，然后分别从市场定位、产品设计和营销方式等几个方面对其在中国的营销策略进行详尽的阐述；最后，结合友邦的案例分析对跨国公司的跨文化营销提出一些营销策略的建议，为其他保险公司的跨国营销提供决策依据。

关键词：文化，跨国公司，保险，营销策略

Abstract

The development of economic globalization makes multinational marketing become commonplaceness in the world economy. Multinational companies want to adapt to foreign markets, they must correctly understand the various factors which can influence their activities of marketing. In the process of a multinational enterprise entering an overseas market, cultural differences are the main difficulties. Nowadays, China is one of the fast developing economies and most attractive market in the world. And China is offering opportunities for foreign insurers to develop business in the country. Many multinational insurance companies are on their way to entering the Chinese insurance market. This paper is written in this context. With the research on the marketing strategies of foreign-funded insurance company in Chinese insurance market, this paper is trying to discuss how the different cultural environment influence insurance company’s marketing strategy, and how the insurance companies deal with it.
The text according to the comprehensive investigation and research about American International Assurance (AIA)’s marketing in China, firstly the beginning from research background and meaning, to set forth using theories. Secondly, to analyze the cultural differences which influence AIA’s marketing strategy, especially the differences between Chinese and western culture, Then doing some brief introduction of AIA’s development situation after entering Chinese insurance market, and then expound its marketing strategy respectively from the market orientation, product design and marketing mode in detail. Finally, based on the case study on AIA, put forward some cross-cultural marketing suggestions to other multinational insurances, basis for their future rational decisions.

Key words: culture, multinationals, insurance, marketing strategy