保险营销环境对保险营销策略的影响-005.docVIP

郑州交通职业学院 毕 业 论 文 论文题目：保险营销环境对保险营销策略的影响 所属系别： 经济管理系 专业班级： 10级保险实务1班 姓 名： 孙志成 学 号： 201008050630001 指导老师： 撰写日期 2013 年 4 月摘 要 2009年，我国保险业保费收入突破1万亿元，成为全球重要的保险大国。我国国民经济的高速持续稳定发展给保险业发展提供了强劲动力，当前的中国保险业正处于最好的发展时期，但行业发展所面临的外部环境与以往相比己发生了很大变化。保险主体不断增加，市场竞争日趋激烈;社会公众的保险意识不断提高，对一保险服务的不满也在持续增多;保险功能不断延伸，行业形象反而日益下滑。种种现象表明，我国保险市场已步入一个复杂的市场转型期。 本文以保险营销理论为指导，以保险市场的实际营销调研为基础，对中国人寿保险公司的营销策略做了较为系统的研究。文章首先介绍了论文的研究背景和研究方法，然后在回顾相关营销理论的基础上，重点介绍和分析中国人寿保险公司营销业务发展现状、营销面临的机会和威胁、公司自身的优劣势及营销中存在的问题，最后从甘肃保险市场发展实际出发，运用营销理论中的4C理论，提出相应的营销对策，以促进中国人寿保险公司营销业务发展。 关键词:中国人寿保险，营销策略，SWOT分析，4C理论 Abstract 2009, our country insurance premium income reached 1 trillion yuan, become the important insurance of powers of the national economy high speed steady development to the insurance industry development provides a strong motive force, the current development of Chinas insurance industry is in the best period, but the external environment faced by industry development compared with the past has changed a lot of insurance subject keeps increasing, the market competition; Public insurance consciousness constantly improve, dissatisfaction with the insurance services continues to increase; Insurance function continuously extension, industry image, instead of declining various phenomena show that Chinas insurance market has stepped into a complex market transition Based on the insurance marketing theory as the instruction, based on the insurance markets actual marketing research, marketing strategy of China life insurance company made a systematic research on the article first introduced the thesis research background and research methods, and then on the basis of the review of relevant marketing theory, focus on marketing, business development present situation and analysis of China life insurance company marketing opportunities and threats facing the companys own advantages and disadvantages and ex