摘要

作為國(guó)民經(jīng)濟(jì)的重要組成部門(mén)，我國(guó)保險(xiǎn)業(yè)自“十五”以來(lái)，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(kāi)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)。作為大連最大的人壽保險(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(xiāo)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)股份有限公司大連市分公司(以下簡(jiǎn)稱xx大連公司)必須面對(duì)的問(wèn)題。因此，結(jié)合x(chóng)x大連公司的外部環(huán)境和內(nèi)部環(huán)境，著眼于未來(lái)進(jìn)行市場(chǎng)營(yíng)銷(xiāo)策略研究成為xx大連公司當(dāng)前發(fā)展的關(guān)鍵。本文通過(guò)分析我國(guó)人壽保險(xiǎn)市場(chǎng)現(xiàn)狀及xx大連公司發(fā)展現(xiàn)狀，對(duì)xx大連公司現(xiàn)有市場(chǎng)營(yíng)銷(xiāo)策略，大體上是依據(jù)4P即產(chǎn)品、價(jià)格、渠道、促銷(xiāo)總結(jié)出優(yōu)缺點(diǎn)。對(duì)現(xiàn)有營(yíng)銷(xiāo)策略進(jìn)行改善，相應(yīng)制定了嶄新的營(yíng)銷(xiāo)策略，即開(kāi)展網(wǎng)絡(luò)的整合營(yíng)銷(xiāo)策略、金融行業(yè)實(shí)行信息共享的營(yíng)銷(xiāo)策略和服務(wù)流程的服務(wù)營(yíng)銷(xiāo)優(yōu)化的策略。
關(guān)鍵詞:中國(guó)人壽;市場(chǎng)營(yíng)銷(xiāo)策略;4P

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 Branch must face to the strategic problem of maintenance and perseverance of initial market status in new situations for better development. Therefore, the key is to future combined with outside chance and inside privilege. This article analyzes the treasure insurance market in China and the development of Life Dalian branch, points out the merits and shortages of the existing tactics about Life Dalian branch from marketing. Then the text analyses other insurance company inside and insurance marketing outside, and gets the experience which we can make use of. Lastly, the article makes four new kinds of marketing strategy such as network marketing, relation share marketing, CRM marketing, and service marketing.

Key Words: Life; Marketing Strategy; 4P

目錄
摘要 I
Abstract I
目錄 1
第1章 緒論 1
1.1問(wèn)題的提出 1
1.1.1本文的研究背景 1
1.1.2本文的研究意義 1
1.2國(guó)內(nèi)外研究現(xiàn)狀 2
1.2.1國(guó)外研究現(xiàn)狀 2
1.2.2國(guó)內(nèi)研究現(xiàn)狀 2
1.3本文的研究思路 3
第2章 xx大連公司市場(chǎng)營(yíng)銷(xiāo)環(huán)境分析 3
2.1宏觀環(huán)境分析 3
2.1.1經(jīng)濟(jì)環(huán)境 3
2.1.2政治環(huán)境 4
2.1.3人口環(huán)境 4
2.1.4文化環(huán)境 4
2.1.5科技環(huán)境 4
2.2行業(yè)競(jìng)爭(zhēng)分析 4
2.2.1進(jìn)入壁壘 4
2.2.2替代品 6
2.2.3現(xiàn)有主要競(jìng)爭(zhēng)對(duì)手 7
2.2.4大連保險(xiǎn)市場(chǎng)需求與供給分析 8
第3章 xx大連公司市場(chǎng)營(yíng)銷(xiāo)現(xiàn)狀分析 9
3.1xx大連公司簡(jiǎn)介 9
3.2xx大連公司內(nèi)部狀況 10
3.2.1公司的組織結(jié)構(gòu) 10
3.2.2公司的財(cái)務(wù)狀況 10
3.2.3xx大連公司的產(chǎn)品和品牌分析 11
3.3xx大連公司市場(chǎng)現(xiàn)有營(yíng)銷(xiāo)策略分析 11
3.3.1產(chǎn)品策略 11
3.3.2價(jià)格策略 12
3.3.3渠道策略 12
3.3.4促銷(xiāo)策略 13
3.4xx大連公司現(xiàn)有市場(chǎng)營(yíng)銷(xiāo)策略優(yōu)缺點(diǎn) 13
3.4.1優(yōu)點(diǎn) 13
3.4.2缺點(diǎn) 13
3.5xx大連公司可以借鑒的經(jīng)驗(yàn) 14
第4章 xx大連公司的營(yíng)銷(xiāo)策略創(chuàng)新 15
4.1開(kāi)展網(wǎng)絡(luò)營(yíng)銷(xiāo) 15
4.1.1網(wǎng)絡(luò)營(yíng)銷(xiāo) 15
4.1.2網(wǎng)絡(luò)營(yíng)銷(xiāo)策略的思路 16
4.2金融行業(yè)實(shí)行信息共享的營(yíng)銷(xiāo)策略 17
4.3改進(jìn)服務(wù)流程提高服務(wù)質(zhì)量的營(yíng)銷(xiāo)策略 18
4.3.1企業(yè)員工的滿意度 18
4.3.2使無(wú)形產(chǎn)品進(jìn)行有形的展示 18
4.3.3服務(wù)流程的優(yōu)化 19
結(jié)論 20
致謝 21
參考文獻(xiàn) 21
附錄1………………………………………………………………………..38
附錄2………………………………………………………………………..42