中国平安人寿保险公司营销环境分析精品文档.doc

摘 要 保险市场是金融市场体系的重要组成部分。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增大,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,是摆在我们面前迫切需要解决的问题。 基于上述缘由,文章从保险营销环境的基本概念及内容入手,详细分析了中国平安人寿保险公司的保险营销环境，并对公司目前的营销发展思路作了浅析。通过这些论述和分析我们可以清楚，企业在生产经营管理过程中应善于通过市场营销环境分析以评估环境威胁与环境机会，避害趋利，争取比竞争者在同一市场机会中取得更好的营销业绩。 本文共分四章。通过SWOT分析方法对中国平安人寿保险公司的营销环境进行分析。第一章是绪论部分，论述保险营销环境的概念、特点、以及营销环境与营销活动的关系和SWOT分析方法。第二、三章是营销环境的内容部分，结合中国平安人寿保险公司的宏观、微观营销环境和行业特点，分析各种营销环境对市场营销活动的影响。第四章是对中国平安人寿保险公司营销环境分析与营销对策部分。通过对中国平安人寿保险公司营销环境的优势、劣势、机会和威胁进行分析，找出企业面对各种情况所采取的相应营销对策，帮助企业发挥优势、克服劣势、利用机会、化解威胁。 本文力求观点鲜明，言简意赅。由于本人水平有限，难免有取舍不当之处，敬请各位老师批评指正。 关键词 保险营销环境；SWOT分析方法；环境机会；环境威胁 ABSTRACT The insurance market is the importance of the financial market system to constitute part.Along with market economy continuously thorough and perfect, social publics need to insurance enlarges continuously, insurance exertive more and more important function.How speed the development of insurance industry, greet into a life time behind of challenge, with orientation with satisfy socialism market economy development of demand is the problem which puts in our in front to need to be resolved urgently. According to the above-mentioned reason, the article commences from basic concept and contents of insurance marketing environment, analyzing the insurance marketing of peaceful insurance company in China environment in detail, and to company current marketing development the way of thinking made analysis.Passing theses discussing and analyzing us can know, the business enterprise should be during the period of producing a management management good at passing the environment analysis of the market marketing with valuation environment threat and environment opportunity, avoid to harm to tend benefit, fight for obtaining a better marketing accomplishment in same market opportunity than the competitor. This text is totally divided into 4.Carry on analysis through methods marketing to peaceful insurance company in China of the SWOT analysis environment.Chapter 1 is