关于SWOT分析下的中国人寿保险公司市场营销战略思考

摘  要

本文先对中国人寿保险公司的市场现状进行了概况，接着综合全面的分析了寿险公司面临的市场经营环境以及存在的主要问题和市场发展前景。根据研究的需要，在此基础上运用保险学、市场营销战略相关理论以及SWOT分析等方法，确定了人寿保险公司的市场营销战略的基本模式是采取市场细分差别化战略。然而保险营销的关键在于企业文化的熏陶，营销队伍的建设及友好服务，因此提出了：确定品牌形象，建设企业文化，提高公司信誉，改变公司形象，提供更优质、更全面服务的举措，在公司的营销战略重点部分，提出了营销战略的重点是领先公司经营理念战略、品牌战略、市场细分差异化战略。确定了运用产品策略、合理定价策略、网络营销渠道策略和提高保险销售人员素质进行有效营销的策略。通过上述保险市场及营销战略的研究，提出新形势下中国人寿保险的市场营销策略的选择及具体的行动措施。

关键词  中国人寿保险；SWOT分析；市场营销战略
ABSTRACT

The article focuses on the market situation of China Life Insurance Company profiles, followed by comprehensive analysis of the market environment faced by life insurance companies as well as the main problems and the market prospects for development. According to the needs of research, on this basis, the use of Insurance, the related theory of marketing strategy and SWOT analysis to determine the basic pattern of the life insurance company’s marketing strategy is to take market segments differentiated strategy. Key insurance marketing, however, is that the influence of corporate culture, marketing, team building and friendly service, proposed: to determine the brand image and building a corporate culture and improve the credibility of the company to change the company’s image, provide better, more comprehensive service initiatives, the key part of the company’s marketing strategy, the focus of the marketing strategy is the leader in business philosophy, strategy, brand strategy, market segmentation, differentiation strategy, Identified the use of product strategy, pricing strategy, network marketing channel strategy and improve the quality of insurance sales personnel for effective marketing strategy. Through the above-mentioned insurance market and marketing strategy, the choice of marketing strategy in China Life Insurance under the new situation and the specific course of action.

Key words  China life insurance; SWOT analysis; marketing strategy

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