浅析中国人寿保险公司恩平分公司的市场营销渠道选择.pdfVIP

浅析中国人寿保险公司恩平分公司的市场营销渠道选择 内 容 摘 要 在经济全球化以及我国加入世界贸易组织的背景之下，我国保险市场逐渐向外开 放，国内竞争主体也越来越多，竞争也比以往更加激烈。并且我国经济经过这些年的 平稳发展以及国内经济体制和经济环境的不断完善，居民收入大幅度提高，社会中产 阶级增加，加上生活水平、消费水平和知识等因素的影响，消费者对保险业的需求也 越来越多样化和个性化。为了维持可持续发展，人寿保险业面临着两大问题：一是如 何让客户获得人寿保险产品和服务；二是人寿保险公司以什么样的方法为客户提供宝 贵的服务以留住客源。 为了探究如何使保险公司适应越发具有活力和竞争力的保险市场以及解决两大难 题，本文从如何做好保险公司的营销渠道建设的工作方向进行研究，以中国人寿保险 公司恩平分公司为研究对象，并结合了恩平当地实际情况对中国人寿保险公司恩平分 公司营渠道单一、营销渠道广度不足、营销人员营销观念不足和营销渠道缺乏协同性 等难题进行分析，结合所学的经济学和市场营销学等相关理论，进而提出了从客户角 度设计营销渠道、科学培养销售队伍、提倡整合营销和精准营销等建议，为探索中国 人寿保险公司恩平分公司市场营销渠道选择提供参考价值。 关键词 中国人寿；保险；市场营销；营销渠道 I On The Market Channel Choice of Enping Branch of China Life Insurance Company Abstract Under the background of economic globalization and Chinas accession to the world trade organization, Chinas insurance market is gradually opening to the outside world, and there are more and more domestic competitors, and the competition is more fierce than before. And after years of steady economic development and continuous improvement of domestic economic system and economic environment, the income of residents has been greatly increased, the increase of social middle class, coupled with the impact of living standards, consumption levels and knowledge and other factors, consumers demand for the insurance industry has become more and more diversified and personalized. In order to maintain sustainable development, the life insurance industry is facing two major problems: first, how to let customers obtain life insurance products and services; second, what kind of methods life insurance companies provide valuable services to customers to retain customers. In order t