营销组合问题研究.docVIP

目 录 TOC \o 1-3 \h \z \u 摘 要 I Abstract II 引 言 1 1 理论概述 3 1.1 保险的内涵和作用 3 1.2 营销组合相关理论概述 3 2 国内外保险行业现状及营销组合的差异 5 2.1 国内保险行业发展现状和营销模式 5 2.2 国外保险行业发展现状和营销模式 6 2.3 营销组合现状 7 3 营销组合问题分析 9 3.1保险险种单一 9 3.2产品销售渠道狭窄 9 3.3 定价机制存在不合理 11 3.4 产品促销手段不成熟 12 4 营销组合的对策 13 4.1 增强产品多样性 13 4.2 拓展新的营销渠道 13 4.3 节省运营成本使定价趋于合理 14 4.4 改善保险产品促销手段 15 结 论 17 参考文献 18 致 谢 20 摘 要 随着我国社会主义市场经济体制不断完善，保险行业已经在我国金融体系中占据重要地位。与此同时，中国经济健康快速发展，国家及相关部门出台各类政策予以大力支持，国内各大保险公司也不断追求营销管理上的创新，用自身的实力与服务获得越来越多的认可，这些都为保险行业获得了更多的市场，近些年来，各类保费收入都呈增长趋势，保险资金投资渠道也在逐步拓宽。也因此导致国内保险市场的竞争变得非常激烈。中国人寿作为中国最大的保险集团，要提升业务水平和资金力量，时刻巩固其地位，就必须要了解自身真实发展情况和所欠缺的方面；本文主要围绕中国人寿营销组合策略展开，结合保险行业特点，将二者紧密联合进行剖析。主要从知识理论、国内外行业现状差异、营销组合现状、出现的问题和解决策略这几大方面进行分析。通过分析可以得出，在产品、销售渠道、团队整体架构和客户定位等方面都存在问题，而这些问题都关乎着公司的业务发展水平能否提高，在文章的最后根据公司在营销组合策略上的问题从公司自身、市场导向双方面科学合理的提出了可行性解决方案，以满足更多客户的保险需求，提高公司的经济效益。 关键词：营销组合； 保险销售； 人寿保险； 年金保险  Abstract With the development of Chinas Socialist market economy system, the insurance industry has been playing an important role in Chinas financial system. At the same time, Chinas economy is developing rapidly and healthily, the state and relevant departments have introduced various policies to support it vigorously, and major domestic insurance companies are also pursuing innovation in marketing management, with its own strength and service to obtain more and more recognition, these are for the insurance industry to obtain more market, in recent years, all kinds of premium income growth trend, insurance funds investment channels are gradually expanding. As a result, the domestic insurance market has become very competitive. China Life Insurance, as the largest insurance group in China, in order to improve the level of business and capital strength, time to consolidate its position, we must understand their real development and lack of aspects; This paper focuses on the marketing mix of Chinas life insurance industry, combined with the characteris