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摘 要
2012 年是中国保险业近年来发展最为困难的一年，保险业面对着盈利能力
有待提升、银保业务下滑、投资收益受影响、增员压力大等等问题。在 2013 年
整个国际金融市场继续萎靡状态下，保险行业作为金融行业的分支必然会受其
影响。尤其在人口众多的中国，涉及到国计民生的保险行业需要面对的问题更
多，情况更为严峻。如何在新形势、新问题、新机遇下做好个险营销将是本文
研究重点。

CL 保险公司云南省分公司总经理阮建设在年终总结会上指出：CL 可以一直
保持市场份额的始终领先，和 CL 长期坚持立足于客户需求、渠道优势明显、产
品竞争力强、后期服务到位等多方面因素密不可分。但是，面对复杂严峻的国
内外金融形势，必须更科学的布局、谋划，加强战略合作以及搭建平台，才能
积极的应对世界金融格局和国内外资本市场的新变化、新态势和新特点。

本文以 CL 保险公司个险营销二部的个险销售作为研究对象。从个险营销的
市场定位、客户细分、差异化营销、绩效考核、服务理念等方面进行剖析。并
结合战略管理、管理学的一些基本理论，对个险营销二部的营销进行研究，系
统的总结和梳理了个险营销二部在个险营销过程中的利弊得失，并根据研究得
出个险营销需要创新的结论和启示，以期为个险营销在后续的开发和营销中提
供一些参考，帮助和借鉴。

关键词：保险企业，个险营销，营销策略II
ABSTRACT
2012 is the Chinese insurance industry in recent years the development of the
most difficult year, the insurance industry in the face of profit ability needs to be
improved,bank and insurance business downturn, investment income is affected, add
pressureetc.. How to do a good job in the new situation, new problems, new
opportunities under the insurance marketing will be the focus of this paper.
CL insurance company general manager Ruan construction Yunnan
provinceconcluded at the end of the meeting pointed out: always leading CL can keep
the market share, and CL long-term adherence to the customer demand,
channeladvantages, strong product competition, service in place and other factors are
inseparable. However, in face of the complex and severe domestic and international
financial situation, must be more scientific layout, planning, strengthen strategic
cooperation and build a platform, the new changes, to actively respond to the world
financial structure and the domestic and foreign capital market of the new
situationand new features.
This paper takes CL insurance company insurance marketing two portion of
theinsurance sales as the object of study. Research from the market
positioning,insurance marketing customer segmentation, differentiated marketing,
performance appraisal, service etc.. And then on the basis of the combination of
marketing, sometheories of management, the insurance marketing two marketing
analysis, systemand summarize the insurance marketing in the two part, insurance
marketing in the implementation process, experience and the insufficiency, then
according to theprocess of the conclusions put forward a risk marketing implications,
in order toprovide some reference for the insurance marketing in the development and
marketing of the follow-up, help and reference.
KEY WORDS: Insurance companies, insurance marketing, marketing strategy