浅析康泰人寿保险公司的营销策略.docVIP

PAGE PAGE 9 浅析泰康人寿保险公司的营销策略 内 容 摘 要 随着我国保险业的快速发展，保险公司营销能力关系着企业成功与否。集团控股和外资保险公司如雨后春笋般涌入，消费者的保险消费心理日趋成熟，整体素质也明显提高。简单粗放的营销策略对于保险公司而言面临着挑战。营销策略的调整和创新将决定着保险公司的生存和发展。本文针对泰康人寿保险公司营销策略进行研究，并通过市场内外部环境和营销现状及问题的分析，根据 4P 营销策略，深入系统的剖析和探讨泰康人寿保险公司的业务发展。结合行业新变化，对泰康人寿保险公司的营销策略进行调整，尤其是针对产品创新升级、需求价格制定、创新外拓渠道和提升促销能力等方面提出积极的参考建议和意见，为泰康人寿保险公司今后营销水平的提升做出积极贡献。 关键词：保险公司 保险产品 4P策略 营销策略 对策 Research on the marketing strategy of Taikang Life Insurance Abstract With the rapid development of Chinas insurance industry, the marketing ability of insurance companies is related to the success of enterprises. Group Holdings and foreign insurance companies mushroomed in, consumer insurance consumer psychology is increasingly mature, the overall quality has improved significantly. The simple and extensive marketing strategy is facing the challenge for the Insurance Company. The adjustment and innovation of marketing strategy will determine the survival and development of insurance companies. In this paper, Taikang Life Insurance Company Marketing Strategy Research, and through the analysis of the internal and external market environment and marketing status and problems, according to 4P marketing strategy, deeply and systematically analyze and discuss the business development of Taikang Life Insurance Company. To adjust the marketing strategy of Taikang Life Insurance Company in the light of new changes in the industry, in particular, for product innovation and upgrading, demand pricing, innovation and expanding channels, and enhance the ability to promote sales and other positive reference suggestions and opinions, for Taikang Life Insurance Company in the future to improve the marketing level to make a positive contribution. Key words：Insurance Companies, Insurance Products 4P strategy, marketing strategy, countermeasures 序 言 随着保险行业改革的全面推进，保险公司想要在行业内中占据一席之地和壮大发展，就必须制定和完善适合自身特色的营销策略，通过不断的调整和改善营销策略顺应行业发展形势，从而提升行业影响力和竞争力。因此，泰康人寿保险公司营销策略的研究对公司业务的转型发展有着积极的意义。泰康人寿保险公司是一家银保系保险公司，保险公司业务上面临的一些问题具有普