中国人寿保险公司营销策略探讨

摘要

当今世界，企业间产品的差异性和新产品开发是企业制胜的关键，市场定位和营销战略与产品的研究和开发同等重要。这意味着企业的市场营销战略成功与否,其意义深远。寿险营销是实现寿险业务增长，寿险企业树立良好现代的公司形象,保证永续经营的根本保障。近10年中国寿险企业发展迅速，随着中国寿险业外部环境的改变,竞争主体的逐步增多,尤其是加入WTO以后，寿险业的竞争日趋激烈,寿险企业服务及产品营销战略的制定与实施对寿险业的发展则显得尤为重要。本文旨在对寿险企业服务及产品营销战略的制定及其实践进行研究，以中国寿险营销的实际发展状况为基础,结合寿险营销的相关理论,以中国人寿保险股份有限公司营销的现状及其未来的发展战略为切入点，对其营销战略与策略的建立进行比较系统、深入的研究和探讨。

关键词：中国人寿；服务；营销策略；

Abstract

In today's world, the difference of products among enterprises and the development of new products are the key to the success of enterprises, and the market positioning and marketing strategy are as important as the research and development of products. This means whether the marketing strategy of the enterprise is successful or not, its significance is far-reaching. Life insurance marketing is the fundamental guarantee for realizing the growth of life insurance business, establishing a good modern corporate image and ensuring sustainable operation. In the past 10 years, Chinese life insurance enterprises have developed rapidly. With the change of the external environment of China's life insurance industry, the main body of competition is gradually increasing, especially after China's entry into WTO, the competition of life insurance industry is becoming more and more fierce, and the formulation and implementation of service and product marketing strategy of life insurance enterprises. It is particularly important for the development of life insurance industry. The purpose of this paper is to study the formulation and practice of service and product marketing strategy of life insurance enterprises. Based on the actual development of life insurance marketing in China, combined with the relevant theories of life insurance marketing, taking the present situation and future development strategy of marketing of China Life Insurance Co., Ltd as the breakthrough point, this paper makes a more systematic and in-depth study and discussion on the establishment of marketing strategy and strategy of China Life Insurance Co Ltd.

Keywords: China Life; Service; Marketing Strategy;. 

目录

绪论1

（一）选题背景及意义1

（二）研究现状1

1.国外研究现状1

2.国内研究现状2

（三）研究的方法2

一、公司情况3

（一）公司简介3

（二）产品简介3

二、保险营销相关理论3

（一）市场营销的概念3

（二）保险的含义3

（三）保险营销的概念和内容4

三、 中国人寿保险公司市场营销模式及存在的问题4

（一）中国人寿保险公司市场营销模式4

（二）中国人寿保险公司市场营销策略存在的问题4

1. 销售渠道单一5

2.保险企业经营过分依赖于营销环节 5

3.不能适应保险市场需求5

4.险营销人员整体素质不高5

四、改革中国人寿保险营销的对策 5

（一）建立“诚信原则” 5

（二）以效益为中心,走内涵式发展之路5

（三）任何险种的开发都应建立在对市场需求完全了解的基础之上 6

（四） 加强售后服务6

（五）拓宽寿险营销渠道建立多元的销售渠道 6

（六）加强对寿险代理人的培训 6

结论7

参考文献8