中国人寿保险公司营销策略研究.docxVIP

中国人寿保险公司营销策略研究 辽宁科技大学本科生毕业设计论文?第?I?页?中国人寿保险 股份有限公司营销策略研究?摘?要?随着社会经济的发展保 险的作用日渐突出。目前我国的保险业尚处于培育阶段与 国外发达国家相比我国的保险业还存在很大的差距。寿险 业是我国保险业的一个重要组成部分我国寿险市场的需求 潜力巨大寿险产品在不断向前发展。加入?WTO?后我国寿险 市场的竞争日趋激烈各寿险公司在不断努力提升自己的竞 争力。目前我国保险业在经过高速发展的十余年后已经遭 遇了一些瓶颈。出现产品同质化严重难以满足顾客多样性 需求销售渠道过于单一客户服务脱节产品价格偏高缺乏专 业的人才等一系列现象。?本文以中国人寿保险公司为例通 过对中国人寿保险公司的营销策略研究指出中国人寿保险 公司在营销策略上的不足并积极的提出解决方案从而提升 中国人寿保险公司的竞争力。本文共分为五个部分第二部 分主要介绍保险市场营销理论介绍第三部分对中国人寿保 险公司简介及现有的营销策略第四部分对中国人寿保险公 司的营销策略进行分析并指出在营销策略上的不足第五部 分是对中国人寿保险公司的营销的不足之处提出积极的意 见和建议。?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: 保险营销中国人寿保险营销策略?China?Life?Insurance Company?Limited?Marketing?Strategy?Abstract?辽宁科 技大学本科生毕业设计论文?第?II?页?With?the development?of?social?economy?the?role?of?insurance out?gradually.?At?present?Chinas?insurance?industry is?still?in?the?phase?of?the?training?1?compared with?the?developed?countries?Chinas?insurance industry?is?still?a?big?gap.?Life?insurance?is?the insurance?industry?in?our?country?is?an?important part?of?our?country?the?demand?of?life?insurance market?has?great?potential?life?insurance?products in?the?development.?After?joining?the?WTO?Chinas life?insurance?market?competition?is?intense?with each?passing?day?the?life?insurance?company?in?the efforts?to?continuously?upgrade?their competitiveness.?At?present?Chinas?insurance industry?after?more?than?10?years?high?speed development?has?encountered?some?bottleneck.?The product?is?coessential?change?serious?difficult?to meet?customer?demand?for?diversity?sales?channels over?a?single?line?customer?service?product?price is?on?the?high?side?lack?of?professional?talents and?a?series?of?phenomena.?Taking?Chinese?life- insurance?company?as?an?example?through?to?the Chinese?life-insurance?companys?marketing?strategy research?pointed?out?that?Chinas?life-insurance company?in?the?marketing?strategy?is?insufficient and?positive?solutions?are?proposed?so?as?to enhance?the?competitiveness?of?Chinese?life- insurance?company.?This?paper?is?divided?into?five parts?the?second?part?mainly?