中国保险行业的营销策略——以中国人寿保险公司为例.docVIP

中国保险行业的营销策略——以中国人寿保险公司为例.docx 中国保险行业的营销策略 ——以中国人寿保险公司为例 目录 摘要····························································2 Absract·························································3 第一章 绪论·····················································4 1.1 品牌营销概述··········································4 1.2营销模式概述···········································5 第二章 中国保险业发展现状·······································5 2.1保险市场已初具规模·····································5 2.2保险结构进一步合理化···································6 2.3保险实力大大提高·······································6 2.4维持经济社会稳定的能力迅速增强·························7 2.5保险业发展前景广阔·····································7 第三章 人寿保险公司现状·········································8 3.1中国人寿保险公司的历史·································8 3.2中国人寿保险公司的企业文化·····························8 3.3中国人寿保险公司现状··································10 第四章 保险行业存在的问题·······································10 4.1品牌营销不足··········································11 4.2销售渠道单一，营销模式不够完善························12 4.3缺乏专业人才··········································12 4.4保险销售人员缺乏团队协作能力··························13 第五章 解决办法·················································13 5.1 加强品牌营销··········································14 5.2完善营销模式··········································15 5.3积极培养专业销售人才··································16 5.4增强团队合作··········································16 结论····························································17 注释····························································18 参考文献·······················································19 致谢····························································20 1 摘要 根据市场需要组织生产产品，并通过销售手段把产品提供给需要的客户被称作营销。在我国，保险业被誉为21世纪的朝阳产业，保险市场已初具规模。保险营销是关于保险商品的构思、开发、设计、费率厘定、推销及售后服务等的计划与实施过程。也就是说，保险公司以保险为商品、以市场为中心、以满足被保险人需求为目的，实现保险公司目标的一系列整体活动,或者说是一个险种从设计前的市场调研最终转移到保险消费者手中的一个动态管理过程。面对保险行业存在的品牌营销不足，销售渠道单一，营销模式不够完善；缺乏专业人才；保险销售人员缺乏团队协作能力；不注重提高居民保险意识；只注重短期盈利等问题，我们要积极调研中国市场现状，积极进行品牌营销，不断地完善营销模式，培养专业销售人才，增强团队合作，注重提高居民的保险意识，注重长期效益