郑州交通职业学院毕业论文论文题目：保险营销环境对保险营销策略的影响所属系别：经济管理系专业班级：10级保险实务1班姓名：孙志成学号：201008050630001指导老师：撰写日期2013年4月摘要2009年，我国保险业保费收入突破1万亿元，成为全球重要的保险大国。我国国民经济的高速持续稳定发展给保险业发展提供了强劲动力，当前的中国保险业正处于最好的发展时期，但行业发展所面临的外部环境与以往相比己发生了很大变化。保险主体不断增加，市场竞争日趋激烈;社会公众的保险意识不断提高，对一保险服务的不满也在持续增多;保险功能不断延伸，行业形象反而日益下滑。种种现象表明，我国保险市场已步入一个复杂的市场转型期。本文以保险营销理论为指导，以保险市场的实际营销调研为基础，对中国人寿保险公司的营销策略做了较为系统的研究。文章首先介绍了论文的研究背景和研究方法，然后在回顾相关营销理论的基础上，重点介绍和分析中国人寿保险公司营销业务发展现状、营销面临的机会和威胁、公司自身的优劣势及营销中存在的问题，最后从甘肃保险市场发展实际出发，运用营销理论中的4C理论，提出相应的营销对策，以促进中国人寿保险公司营销业务发展。关键词:中国人寿保险，营销策略，SWOT分析，4C理论Abstract2009,ourcountryinsurancepremiumincomereached1trillionyuan,becometheimportantinsuranceofpowersofthenationaleconomyhighspeedsteadydevelopmenttotheinsuranceindustrydevelopmentprovidesastrongmotiveforce,thecurrentdevelopmentofChina'sinsuranceindustryisinthebestperiod,buttheexternalenvironmentfacedbyindustrydevelopmentcomparedwiththepasthaschangedalotofinsurancesubjectkeepsincreasing,themarketcompetition;Publicinsuranceconsciousnessconstantlyimprove,dissatisfactionwiththeinsuranceservicescontinuestoincrease;Insurancefunctioncontinuouslyextension,industryimage,insteadofdecliningvariousphenomenashowthatChina'sinsurancemarkethassteppedintoacomplexmarkettransitionBasedontheinsurancemarketingtheoryastheinstruction,basedontheinsurancemarket'sactualmarketingresearch,marketingstrategyofChinalifeinsurancecompanymadeasystematicresearchonthearticlefirstintroducedthethesisresearchbackgroundandresearchmethods,andthenonthebasisofthereviewofrelevantmarketingtheory,focusonmarketing,businessdevelopmentpresentsituationandanalysisofChinalifeinsurancecompanymarketingopportunitiesandthreatsfacingthecompany'sownadvantagesanddisadvantagesandexistingproblemsinmarketing,finallyembarksfromtheactualinsurancemarketdevelopmentingansuprovince,usingthemarketingtheoryof4ctheory,putforwardthecorrespondingmarketingcountermeasures,soastopromotethedevelopmentofChineselifeinsurancecompanymarketingbusinessKeywords:Chinalifeinsurance,marketingstrategy,SWOTanalysis,4ctheory目录1引言.............................................................................................................................12保险营销的含义及特征.............................................................................................12.1保险基本理论...................................................................................................12.2保险营销理论...................................................................................................23中国人寿保险公司营销环境分析.............................................................................43.1全国保险市场发展概况...................................................................................43.2中国人寿保险公司营销业务SWOT分析......................................................54中国人寿保险公司营销对策与保障措施..................................
