我国寿险营销中的产品策略分析.pdfVIP

要 随着我国改革开放以来经济的持续快速增长，人们的生活水平日渐提高，对 保险的需求也越来越大。寿险业是我国保险业的一个重要组成部分，随着我国人 口的老龄化加快，社会养老体制、医疗制度等社会保障制 改革的深入进行，我 国居民对寿险产品的需求更是潜力巨大。但目前我国寿险公司在产品的供给上还 存在许多问题，远不能满足保险市场需要。此外，我国寿险产品的有效需求不足， 寿险业的保险密度（人均保费）与保险深度（保费收入与GDP 之比）仍排在世界 后列，远远落后于发达国家甚至某些发展中国家。这种情形很不利于我国寿险业 的竞争与发展。 基于以上这种情况，本文分析了我国寿险市场产品策略应用现状，并介绍了 国外寿险产品的产品策略应用情况，在分析我国目前寿险产品供给与需求现状及 我国寿险产品的市场细分与市场定位存在问 基础上，针对我国寿险产品的现有 产品策略存在问题，从而提出我国寿险产品 采取的产品策略。详细论述了我国 寿险产品可采取的各种具体的产品策略，即新产品开发策略、产品生命周期策略、 产品组合策略、品牌策略、包装策略、优质售后服务策略等。 关键词：保险 寿险营销 产品策略 1 Abstract As Chinas reform and opening up since the sustained and rapid economic growth and peoples living standards rising, the demand for insurance is also growing. Chinas life insurance business is the important component of insurance business. With Chinas accelerated aging of the population, the social pension system, health care system and other social security system reform is deepening, and our residents on the demand for life insurance products is tremendous potential. However, at present China life insurance companies in the supply of products still exist many problems, far from being able to meet the insurance needs of the market. In addition, Chinas life insurance products insufficient effective demand, the life insurance industry insurance density (per capita premium) and the depth of insurance (premium income and its GDP.) Still out after row in the world, lagging far behind the developed countries and even some developing countries. This situation not conducive to the competitiveness of Chinas life insurance industry and development. Based on the above this situation, this paper analyzed the strategy of Chinas life insurance market of the status quo, and foreign life insurance products on the application of product stra