对我国保险公司寿险营销策略的研究--以平安保险公司为例.docxVIP

PAGE 19 对我国保险公司寿险营销策略的研究——以平安保险公司为例 摘要：在现阶段我国市场经济进一步发展的背景下，采取科学合理的整体营销管理策略渐渐变成我国市场经济中众多保险企业达到自身整体经济效益最大化的战略方式之一，人寿保险的营销策略逐渐变成人寿保险公司拓展经营业务、提升客户满意水平、扩大市场份额非常关键的措施。在此前的大环境之下,以中国平安保险公司为主要代表的中国保险业在必然面对庞大的行业市场竞争力的状况之下,进一步意识到自身在整体营销管理过程中出现的问题,及时改变与完善自身的经营策略理念,推动保险公司整体营销管理策略的积极转变与有效实施也就显得十分重要。同时当前我国保险市场行业竞争日益激烈,传统保险营销产品渠道竞争优势逐渐受到弱化,互联网营销渠道发展缓慢,令各大保险公司转变传统营销渠道策略不可避免。文章围绕现阶段中国平安保险公司这一分析对象展开进行研究与探讨，基于全面的阐述现阶段中国平安保险公司的产品营销策略，针对其发展营销策略展开调查与研究，从而全面的意识到现阶段中国平安保险公司不具备专业性与合理性的产品营销策略。 关键词：寿险产品营销;中国平安;保险营销策略; Research on Life Insurance Marketing Strategy of Chinese Insurance Companies Abstract：Under the background of the further development of Chinas market economy at present, adopting scientific and reasonable overall marketing management strategy has gradually become one of the strategic ways for many insurance enterprises in Chinas market economy to maximize their overall economic benefits. The marketing strategy of life insurance has gradually become a very important measure for life insurance companies to expand their business, improve customer satisfaction and expand their market share. Under the previous environment, the Chinese insurance industry, which is mainly represented by China Ping an Insurance Company, is bound to face the huge market competitiveness of the industry. It is very important to further realize that the problems in the whole marketing management process change and perfect the concept of management capital in time, and promote the positive transformation and effective implementation of the overall marketing management strategy of insurance companies. At the same time, Chinas insurance market industry is increasingly fierce competition, traditional insurance marketing product channel competitive advantage gradually weakened, Internet marketing channel development is slow. It is inevitable that the major insurance companies will change the traditional marketing channel strategy. This paper focuses on the analysis of Ping an Insurance Company of China at thi