摘要

作為國(guó)民經(jīng)濟(jì)的重要組成部門，我國(guó)保險(xiǎn)業(yè)自“十五”以來，業(yè)務(wù)收入年均增長(zhǎng)25.29%，是國(guó)民經(jīng)濟(jì)中發(fā)展最快的行業(yè)之一。根據(jù)中國(guó)加入世界貿(mào)易組織的承諾，2006年中國(guó)人壽保險(xiǎn)市場(chǎng)將全面對(duì)外開放，激烈的市場(chǎng)競(jìng)爭(zhēng)將成為所有保險(xiǎn)從業(yè)機(jī)構(gòu)必須面對(duì)的現(xiàn)實(shí)。作為xx最大的人壽保險(xiǎn)公司，身處復(fù)雜多變的企業(yè)外部環(huán)境之中，如何改善現(xiàn)有的市場(chǎng)營(yíng)銷策略，從而在新形勢(shì)下維護(hù)和鞏固自己原有的市場(chǎng)地位、謀求更大的發(fā)展，成為中國(guó)人壽保險(xiǎn)股份有限公司xx市分公司(以下簡(jiǎn)稱國(guó)壽xx公司)必須面對(duì)的問題。因此，結(jié)合國(guó)壽xx公司的外部環(huán)境和內(nèi)部環(huán)境，著眼于未來進(jìn)行市場(chǎng)營(yíng)銷策略研究成為國(guó)壽xx公司當(dāng)前發(fā)展的關(guān)鍵。本文通過分析我國(guó)財(cái)產(chǎn)保險(xiǎn)市場(chǎng)現(xiàn)狀及國(guó)壽xx公司發(fā)展現(xiàn)狀，對(duì)國(guó)壽xx公司現(xiàn)有市場(chǎng)營(yíng)銷策略，大體上是依據(jù)4P即產(chǎn)品、價(jià)格、渠道、促銷總結(jié)出優(yōu)缺點(diǎn)。同時(shí)，針對(duì)國(guó)內(nèi)其他保險(xiǎn)公司的營(yíng)銷策略以及對(duì)國(guó)外保險(xiǎn)市場(chǎng)的營(yíng)銷經(jīng)驗(yàn)得出我們可以借鑒的保險(xiǎn)營(yíng)銷經(jīng)驗(yàn)。對(duì)現(xiàn)有營(yíng)銷策略進(jìn)行改善，相應(yīng)制定了四種嶄新的營(yíng)銷策略，即以網(wǎng)絡(luò)營(yíng)銷為主的整合營(yíng)銷策略、以信息共享為主的金融集團(tuán)營(yíng)銷策略、以客戶關(guān)系管理為主的關(guān)系營(yíng)銷策略和以持續(xù)改進(jìn)服務(wù)流程的服務(wù)營(yíng)銷策略。
關(guān)鍵詞:中國(guó)人壽;市場(chǎng)營(yíng)銷策略;4P

Research on Marketing Strategy of Life Dalian Branch
Abstract
The insurance in our country, as the important department of national economy, since “the 10th five year plan”, has been increasing at the average percentage of 25.29 per year, and now becomes the career with the fastest development. At the same time, based on the Chinese commitment of entry to WTO, in 2006the treasure insurance market in China will open completely, and the drastic competition will become the reality of all insurance institutes being faced. As the biggest treasure company in Dalian city, the affiliated Life Dalian

目錄
摘要…………………………………………………………………………………..Ⅰ
Abstract.............................................................................................................……...Ⅱ
引言……………………………………………………………………………………1
1我國(guó)壽險(xiǎn)市場(chǎng)現(xiàn)狀及營(yíng)銷分析.............................................................................3
1.1國(guó)內(nèi)外壽險(xiǎn)市場(chǎng)的現(xiàn)狀及營(yíng)銷分析............................................................3
1.1.1我國(guó)壽險(xiǎn)市場(chǎng)概況...........................................................................3
1.1.2國(guó)內(nèi)外保險(xiǎn)公司營(yíng)銷現(xiàn)狀...................................................................5
1.1.3國(guó)外保險(xiǎn)營(yíng)銷現(xiàn)狀...............................................................................7
1.2國(guó)壽xx公司市場(chǎng)營(yíng)銷環(huán)境分析..................................................................10
1.2.1營(yíng)銷環(huán)境宏觀分析.............................................................................10
1.2.2營(yíng)銷環(huán)境行業(yè)分析.............................................................................13
1.2.3xx保險(xiǎn)市場(chǎng)需求與供給分析.........................................................19
2國(guó)壽xx公司市場(chǎng)營(yíng)銷現(xiàn)狀分析...........................................................................20
2.1國(guó)壽xx公司發(fā)展現(xiàn)狀..................................................................................20
2.2國(guó)壽xx公司內(nèi)部環(huán)境分析..........................................................................21
2.2.1組織結(jié)構(gòu).............................................................................................21
2.2.2財(cái)務(wù)狀況.............................................................................................21
2.2.3產(chǎn)品和品牌分析.................................................................................22
2.3國(guó)壽xx公司現(xiàn)有市場(chǎng)營(yíng)銷策略分析..........................................................23
2.3.1產(chǎn)品策略............................................................................................ 23
2.3.2價(jià)格策略............................................................................................ 26
2.3.3渠道策略.............................................................................................27
2.3.4促銷策略.............................................................................................28
2.3.5國(guó)壽xx公司現(xiàn)有市場(chǎng)營(yíng)銷策略優(yōu)缺點(diǎn).........................................28
2.4國(guó)壽xx公司可以借鑒的經(jīng)驗(yàn)......................................................................30
3國(guó)壽xx公司營(yíng)銷策略的創(chuàng)新...............................................................................31
3.1國(guó)壽xx公司市場(chǎng)細(xì)分與客戶定位............................................................31
3.2國(guó)壽xx公司營(yíng)銷策略的思路....................................................................32
3.3以網(wǎng)絡(luò)營(yíng)銷為主的營(yíng)銷策略........................................................................34
3.3.1網(wǎng)絡(luò)營(yíng)銷...........................................................................................34
3.3.2構(gòu)建以網(wǎng)絡(luò)營(yíng)銷為主的營(yíng)銷策略...................................................35
3.4以信息共享為主的金融集團(tuán)營(yíng)銷策略........................................................36
3.4.1金融集團(tuán)營(yíng)銷的三個(gè)策略.....................................