保險(xiǎn)營(yíng)銷環(huán)境對(duì)保險(xiǎn)營(yíng)銷策略的影響-005

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1、鄭州交通職業(yè)學(xué)院畢業(yè)論文論文題目：保險(xiǎn)營(yíng)銷環(huán)境對(duì)保險(xiǎn)營(yíng)銷策略的影響所屬系別：經(jīng)濟(jì)管理系專業(yè)班級(jí)：10級(jí)保險(xiǎn)實(shí)務(wù)1班姓名：孫志成學(xué)號(hào)：201008050630001指導(dǎo)老師：撰寫(xiě)日期2013年4月15摘要2009年，我國(guó)保險(xiǎn)業(yè)保費(fèi)收入突破1萬(wàn)億元，成為全球重要的保險(xiǎn)大國(guó)。我國(guó)國(guó)民經(jīng)濟(jì)的高速持續(xù)穩(wěn)定發(fā)展給保險(xiǎn)業(yè)發(fā)展提供了強(qiáng)勁動(dòng)力，當(dāng)前的中國(guó)保險(xiǎn)業(yè)正處于最好的發(fā)展時(shí)期，但行業(yè)發(fā)展所面臨的外部環(huán)境與以往相比己發(fā)生了很大變化。保險(xiǎn)主體不斷增加，市場(chǎng)競(jìng)爭(zhēng)日趨激烈;社會(huì)公眾的保險(xiǎn)意識(shí)不斷提高，對(duì)一保險(xiǎn)服務(wù)的不滿也在持續(xù)增多;保險(xiǎn)功能不斷延伸，行業(yè)形象反而日益下滑。種種

2、現(xiàn)象表明，我國(guó)保險(xiǎn)市場(chǎng)已步入一個(gè)復(fù)雜的市場(chǎng)轉(zhuǎn)型期。本文以保險(xiǎn)營(yíng)銷理論為指導(dǎo)，以保險(xiǎn)市場(chǎng)的實(shí)際營(yíng)銷調(diào)研為基礎(chǔ)，對(duì)中國(guó)人壽保險(xiǎn)公司的營(yíng)銷策略做了較為系統(tǒng)的研究。文章首先介紹了論文的研究背景和研究方法，然后在回顧相關(guān)營(yíng)銷理論的基礎(chǔ)上，重點(diǎn)介紹和分析中國(guó)人壽保險(xiǎn)公司營(yíng)銷業(yè)務(wù)發(fā)展現(xiàn)狀、營(yíng)銷面臨的機(jī)會(huì)和威脅、公司自身的優(yōu)劣勢(shì)及營(yíng)銷中存在的問(wèn)題，最后從甘肅保險(xiǎn)市場(chǎng)發(fā)展實(shí)際出發(fā)，運(yùn)用營(yíng)銷理論中的4C理論，提出相應(yīng)的營(yíng)銷對(duì)策，以促進(jìn)中國(guó)人壽保險(xiǎn)公司營(yíng)銷業(yè)務(wù)發(fā)展。關(guān)鍵詞:中國(guó)人壽保險(xiǎn)，營(yíng)銷策略，SWOT分析，4C理論15Abstract2009,ourcountryinsu

3、rancepremiumincomereached1trillionyuan,becometheimportantinsuranceofpowersofthenationaleconomyhighspeedsteadydevelopmenttotheinsuranceindustrydevelopmentprovidesastrongmotiveforce,thecurrentdevelopmentofChina'sinsuranceindustryisinthebestperiod,buttheexternalenvironmentfacedbyind

4、ustrydevelopmentcomparedwiththepasthaschangedalotofinsurancesubjectkeepsincreasing,themarketcompetition;Publicinsuranceconsciousnessconstantlyimprove,dissatisfactionwiththeinsuranceservicescontinuestoincrease;Insurancefunctioncontinuouslyextension,industryimage,insteadofdeclining

5、variousphenomenashowthatChina'sinsurancemarkethassteppedintoacomplexmarkettransitionBasedontheinsurancemarketingtheoryastheinstruction,basedontheinsurancemarket'sactualmarketingresearch,marketingstrategyofChinalifeinsurancecompanymadeasystematicresearchonthearticlefirstintroduced

6、thethesisresearchbackgroundandresearchmethods,andthenonthebasisofthereviewofrelevantmarketingtheory,focusonmarketing,businessdevelopmentpresentsituationandanalysisofChinalifeinsurancecompanymarketingopportunitiesandthreatsfacingthecompany'sownadvantagesanddisadvantagesandexisting

7、problemsinmarketing,finallyembarksfromtheactualinsurancemarketdevelopmentingansuprovince,usingthemarketingtheoryof4ctheory,putforwardthecorrespondingmarketingcountermeasures,soastopromotethedevelopmentofChineselifeinsurancecompanymarketingbusinessKeywords:Chinalifeinsurance,marke

8、tingstrategy,SWOTanalysis,4ctheory15目錄1引