市场营销论文 市场营销在保险公司的应用.doc

PAGE 市场营销在保险公司的应用摘 要保险营销是伴随着保险商品的产生而出现的，经历了一个有简单到复杂，有低级到高级的发展过程。我国国内保险业务自1980年开始恢复以来，得到了长足的发展。随着中国加入WTO,2005年中国全面开放保险市场，我国保险市场竞争格局正在发生深刻的变化。随着中国经济的快速发展，保险市场日趋活跃，保险商品在人们消费预算中的比重逐渐提高。根据世界银行预测，在2010 年中国保险市场的潜在消费收入将达到10000亿人民币左右。然而，在中国大众对保险商品还不甚了解，保险意识还很薄弱，保险需求还不强烈和普遍的情况下，如何使这一极具潜力的市场变为现实的市场，是摆在我国新老保险公司面前的一项艰巨的任是实现这一任务的途径之一。中国人民人寿海城地区分公司进入海城保险业已经有很多年了，市场推广和营销取得了一定的成绩。中国人民人寿海城分公司一方面负责在更小的地市机构成立支公司和营销服务部，另一方面自己也负责销售公司的产品。单面对竞争日益激烈的市场环境，市场营销正在面临着前所未有的挑战。本文以中国人民人寿海城地区分公司的市场营销为研究对象，从营销的角度来研究探讨我国保险业的发展战略。通过对公司现行市场现行的营销策略分析，发现公司存在的市场定位失衡、销售渠道单一、产品服务雷同、盲目恶性竞争等主要问题。进而提出解决问题的思路和途径，根据公司对市场目标的定位，以及市场业务的发展，运用市场营销理论结合公司的内部问题，提出中国人民人寿在营销中存在的问题并提出解决的方法。关键词：营销策略；保险营销；中国人寿AbstractInsurance marketing is accompanied by insurance products are produced, experienced a simple to complex, low to high development process. Domestic insurance business since 1980, got started. With Chinas accession to the WTO, the 2005 China open comprehensive insurance market, China insurance market competition is undergoing a profound change. Along with the rapid development of Chinas economy, the insurance market has become increasingly active, insurance products in the proportion of people consume budget increase gradually.According to the world bank, in 2010, China insurance market potential consumer income 10,000 billion yuan or so. However, in Chinas public goods for insurance and insurance consciousness is still very weak, insurance is not strong demand and general situation, how to make it a potential market into reality, the market is in our old and new insurance company before an arduous task. Marketing is the way to achieve this mission.Chinese peoples life insurance industry district branch into the haicheng haicheng has for many years, market promotion and marketing has obtained some achievements. Chinese peoples life in the haicheng branch on the smaller cities institutions to establish branch and marketing service, on the other hand oneself also responsible for the products sales company. Single