中国人寿保险公司营销策略研究
辽宁科技大学本科生毕业设计论文 第I页 中国人寿保险股份有限公司营销策略研究 摘 要 随着社会经济的发展保险的作用日渐突出。目前我国的保险业尚处于培育阶段与国外发达国家相比我国的保险业还存在很大的差距。寿险业是我国保险业的一个重要组成部分我国寿险市场的需求潜力巨大寿险产品在不断向前发展。加入WTO后我国寿险市场的竞争日趋激烈各寿险公司在不断努力提升自己的竞争力。目前我国保险业在经过高速发展的十余年后已经遭遇了一些瓶颈。出现产品同质化严重难以满足顾客多样性需求销售渠道过于单一客户服务脱节产品价格偏高缺乏专业的人才等一系列现象。 本文以中国人寿保险公司为例通过对中国人寿保险公司的营销策略研究指出中国人寿保险公司在营销策略上的不足并积极的提出解决方案从而提升中国人寿保险公司的竞争力。本文共分为五个部分第二部分主要介绍保险市场营销理论介绍第三部分对中国人寿保险公司简介及现有的营销策略第四部分对中国人寿保险公司的营销策略进行分析并指出在营销策略上的不足第五部分是对中国人寿保险公司的营销的不足之处提出积极的意见和建议。 本文力求观点鲜明言简意赅。由于本人水平有限难免有取舍不当之处敬请各位老师批评指正。 关键词:保险营销中国人寿保险营销策略 China Life Insurance Company Limited
Marketing Strategy Abstract 辽宁科技大学本科生毕业设计论文 第II页 With the development of social economy the role of insurance out gradually. At present Chinas insurance industry is still in the phase of the training 1 compared with the developed countries Chinas insurance industry is still a big gap. Life insurance is the insurance industry in our country is an important part of our country the demand of life insurance market has great potential life insurance products in the development. After joining the WTO Chinas life insurance market competition is intense with each passing day the life insurance company in the efforts to continuously upgrade their competitiveness. At present Chinas insurance industry after more than 10 years high speed development has encountered some bottleneck. The product is coessential change serious difficult to meet customer demand for diversity sales channels over a single line customer service product price is on the high side lack of professional talents and a series of phenomena. Taking Chinese
life-insurance company as an example through to the Chinese life-insurance companys marketing strategy
research pointed out that Chinas life-insurance company in the marketing strategy is insufficient and positive solutions are proposed so as to enhance the competitiveness of Chinese life-insurance company. This paper is divided into five parts the second part mainly introduces the insurance marketing theory is introduced the third part of the Chinese life-insurance company and the existing marketing strategy the fourth part of the Chinese life-insurance companys marketing strategy analysis and pointed out the deficiency in the marketing strategy fifth part of China life-insurance companys marketing of the shortcomings of the proposed active advice and suggestions. The article seeks to points clear and concise. Due to my limited ability it is inevitable that the choice of impropriety I would urge teachers criticized the correction. Key wordsInsurance marketing China Life Insurance Marketing Strategy 目 录 1 绪
论 ............................................................................................................... 1 1.1 选题背景及意
义.................................................
.....................................................1 辽宁科技大学本科生毕业设计论文 第III页 1.2研究现
状 ..................................................................................................................1 1.2.1国外研究现
状 ................................................................................................1 1.2.2国内研究现
状 ................................................................................................2 1.3 研究的方
法 .............................................................................................................3 1.4 本文的特
点 .............................................................................................................3 2 保险营销相关理
论 ........................................................................................ 5 2.1 市场营销的概
念.................................................
.....................................................5 2.2 保险的含
义 .............................................................................................................5 2.3保险营销的概念和内
容 ...........................................................................................5 2.4营销策略相关研究理
论 ...........................................................................................6 2.4.1 4P理
论 ..........................................................................................................6 2.4.2 7P理
论 ..........................................................................................................7 2.4.3 4P营销组合与7P营销组合的比
较 ..............................................................7 3 中国人寿保险股份有限公司简介及营销策略现状 ..................................... 9 3.1 中国人寿保险公司简
介 ................................................