平安保险营销策略研究.pdfVIP

上海应用技术大学 高等学历继续教育 经、管、文类本科毕业论文 课 题 名 称 平安保险营销策略研究 专 业 班 级 学 号 学 生 指 导 教 师 日 期 1 摘 要 由于近几年经济的快速发展，人们的生活水平也发生了很大的变化，保险行业逐渐的 发展起来，但随着全球经济化以及一些政策的影响，我国的人寿保险市场在一定程度上受 到了很大的影响。对于人寿保险行业来说这种环境既有利也是有弊的；一方面是人们对保 险产品需求变大，另一方面是保险行业也面临着众多的挑战，竞争也越来越激烈。 在文中，我选取了中国平安保险作为研究样本，以市场营销理论为指导，运用 4P 理 论来分析中国平安目前的营销策略现状，结合当下平安保险存在的产品策略、价格策略、 销售渠道、促销策略存在的问题，有针对性的提出了应对措施，对平安保险的营销策 进 行了优化和升级，希望推动企业在当前经济环境下持续健康的发展。 关键词：营销策略；人寿保险；4P 理论 Abstract Due to the rapid economic development in recent years, peoples living standards have also changed greatly, and the insurance industry has gradually developed. However, with the global economy and the influence of some policies, Chinas life insurance market has been greatly affected to a certain extent. For the life insurance industry, this environment has both advantages and disadvantages; On the one hand, peoples demand for insurance products is growing. On the other hand, the insurance industry is also facing many challenges, and the competition is becoming more and more fierce. In this paper, I selected Ping An insurance of China as the research sample, under the guidance of marketing theory, used 4P theory to analyze the current situation of Ping Ans marketing strategy, combined with the existing problems of product strategy, price strategy, sales channel and promotion strategy of Ping An insurance, put forward targeted countermeasures, and optimized and upgraded the marketing strategy of Ping An insurance, We hope to promote the sustainable and healthy development of enterprises in the current economic environment. KeyWords ：marketing strategy;