保险营销的策略与发展.pdf

摘要 保险从本质上讲,是一种服务,它具有不可感知性、无一致性、 无分割性、无存货性、异质性、未寻觅性的特点。保险公司只有把 握住其本质和特点,制订合适的营销策略,才能在激烈的市场中立于 不败之地。 目前中资保险公司营销还存在营销体系不完善、营销操作不规 范、营销策略创新不足等诸多问题。经济全球化背景下,我国保险市 场将进一步开放,促使中外保险公司之间的竞争不断加剧。由于保险 产品的同质性,服务质量和营销水平的高低对保险公司的经营起着极 为重要的作用。因此,引导中资保险公司适应新的形势,改善营销策 略、提高营销水平是当前迫切需要解决的问题。 基于上述考虑,本文首先分析了保险营销的内涵和特点,作为全 文的理论基础。接着,论文立足中国保险市场,分析了中资保险公司 营销的现状。进而,论文着眼未来发展,分析了中资保险公司营销发 展的内外部环境。论文最后部分阐述了在新形势下中资保险公司营 销的策略选择,对中资保险公司提出了创新营销观念、创新服务、推 进品牌建设、拓展新的营销渠道等具体的策略建议。 关键词：保险 保险营销 营销观念 营销策略 网络营销 I ABSTRACT Essentially speaking, insurance is a kind of service, which has properties of un-touch, un-consistence, un-separation, non-stock, and unfound.Insurance companies can stand in invincible position only when they grasp the essence and characteristics of insurance, develop effective marketing strategies. In China, insurance market is still in oligopoly , insurance coverage is pretty low, with the huge insurance potential.At present, there still exist several serious problems in the marketing process of China-foreign insurance company to aggravate unceasingly.Because of same quality insurance product sex,service quality and camp sell horizontal height being playing extremely important role to the insurance company managing.The money insurance company adapts to new circumstances , improves camp selling tactics , raises the camp pin in therefore, leading level be to need the problem solving currently urgently. Based on the above considerations, the paper first analysis of the insurance marketing content and features, as the full text of the theoretical basis.Then, papers based on Chinas insurance