我国保险营销存在的问题及对策研究doc.doc

摘 要 随着市场经济的，社会各界对保险的需求不断大，保险发挥着越来越重要的作用。如何加快保险业的发展，迎接入世后的挑战，以适应和满足社会主义市场经济发展的需要，是迫切需要解决的问题。加强保险市场营销活动，增强保险企业竞争力最有效的方式之一。，保险营销的从保险营销观念滞后、保险产品比较单调且业务失衡、价格比较混乱、营销渠道不够合理四个方面分析了我国保险营销存在的问题针对保险营销存在的问题，从树立促销和服务一体化的营销观念、推出新型产品、采取有效的价格措施、建立合理的营销渠道四个提出了解决我国保险营销问题的措施。 关键词：保险营销；营销管理；营销观念  Abstract Along with the developmarket economy, the social demand to insurance is enlarging continuously. The insurance is more and more important. The insurance should develop rapidly to greet the challenge of WTO and to orientate and satisfy the demand of development of the socialism market economy. Insurance marketing is a problem needed to be resolved urgently in our front. Strengthening the activity of insurance marketing is one of the valid ways to strengthen the competition of the insurance enterprises. According to the reasons mentioned above, it is necessary to study insurance marketing. Firstly, this paper introduces the basic theories of insurance marketing. Secondly, the paper analyses the problems of insurance marketing from four aspects as follows. For example, concepts of insurance marketing fall behind. Production of insurance is more monotonous and out of balance. Price is confused. Channels in marketing are unreasonable. Finally, according to the problems mentioned above in insurance marketing in china, the paper puts forward four measures as follows. Marketing concepts that Promote sales and service in the whole should be established. New products should be produced. Measures in price should be taken in effective. And the channels in marketing should be set reasonable. Key words：nsurance marketing; Marketing management; Marketing concepts  目 录 第1章 概 述 1 1.1 本文的研究背景 1 1.2 国内研究现状 2 1.3 本文的主要研究内容 2 第2章 保险营销基础理论 3 2.1 保险营销的含义 3 2.2 保险营销的特点 4 2.3 保险营销管理理论 5 第3章 我国保险营销存在的问题 7 3.1 保险营销观念滞后 7 3.2 保险产品比较单调且业务失衡 7 3.3 价格比较混乱 8 3.4 营销渠道不够合理 9 第4章 我国保险营销的对策 11 4.1 树立促销和服务一体化的营销观念 11 4.2 推出新型产品 14 4.3 采取有效的价格措施 14 4.4 建立合理的营销渠道 16 结 论 18 参考文献 19 致 谢 20  第1章 随着市场经济的不断深入和完善，社会各界对保险的需求不断