新华保险公司营销策略分析.docVIP

摘 要 我国保险市场仍处于发展初级阶段，市场覆盖面还很低，未来市场空间还很大。在此背景下，中资保险公司不断发展，并形成一定规模；另外外资保险公司看好国内市场前景，不断涌入我国市场,使得国内保险业竞争激烈程度不断加剧。在市场竞争中，内资保险公司营销还存在诸多问题，比如营销策略创新不足、营销体系不完善、险种相似率高、营销操作不规范等,服务质量和营销水平还有待提升。在此形势下为提升中资保险公司的竞争优势，提升营销水平、改善服务质量是当前内资保险公司迫切需要解决的问题。 本文在营销理论与保险行业相关理论的指导下，以保险行业市场调研为基础，研究了中国保险市场竞争主体的优势与劣势，运用比较分析的方法，对新华人寿保险公司的营销策略做了系统研究。论文首先介绍了从保险市场的现状、市场前景两方面分析新华人寿保险公司的外部环境，指出保险市场潜力巨大；其次通过对比中国人寿、中国太平洋等保险公司，分析了新华人寿保险公司内部营销现状、优势及内部存在向题；最后利用 SWOT 分析方法，指出新华人寿保险公司在激烈竞争中的优劣势、机遇和威胁，在此基础上提出了新华人寿保险公司的营销策略，同时研究了配套措施的实施。 Abstract In China’s insurance market, insurance coverage is pretty low, huge insurance resources to be developed, a broad space for development. In this context, the Chinese insurance companies continue to grow and develop, the same time as the opening up of the insurance market, foreign insurance companies are constantly influx of Chinas market, and promote the growing competition between Chinese and foreign insurance companies. Chinese-funded insurance companies marketing similar rate insurance, marketing operations are not standardized, the marketing system is imperfect, marketing strategy and lack of innovation and many other issues, the quality of service and marketing level remains to be improved. More competitive situation for the Chinese-funded insurance companies in the competition, improve service quality, enhance the level of marketing is an urgent need to solve the problem. Based on the insurance marketing theory and practical research of insurance market, Xinhua Life Insurance Companys marketing strategy has been systematically studied in this paper. Firstly, this paper analyses the exterior environment and points out that the tremendous prospect in the insurance market. Secondly, the paper analyses the interior present situation and problem of Xinhua. Thirdly, based on the above analysis and using the method ‘SWOT’ to indicate the marketing strategy. Lastly, the paper puts forward the marketing tactics and guarantee measures. On Xinhua insurance company marketin