分类号
U D C
密级公开
硕士研究生学位论文
M人寿保险公司营销策略研究
申 请 人:李明秋
学号:3151994
培养单位:经济与工商管理学院
学科专业:工商管理硕士
研究方向:市场营销管理
指导教师:乔榛教授
刘晓辉（校外）
完成日期:2018年3月30日
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中文摘要
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M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M人寿保险公司的
业务发展。结合行业新变化，对M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M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；营销策略
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Abstract
With the rapidly development of China's insurance industry, the marketing ability
is related to the success of the insurance companies. Group holding and foreign
insurance companies have mushroomed in, the consumption psychology of insurance
consumers is becoming more and more mature, the overall quality is also significantly
improved. Simple and extensive marketing strategy for insurance companies are facing
challenges. The adjustment and innovation of marketing strategy will determine the
survival and development of insurance companies.
In this paper, author gave a research on m life insurance company marketing
strategy , and through the analysis of internal and external market environment and
marketing status and problems, which focuses on the 4P marketing strategy which based
on customer demand, analyzing and discussing the comprehensive system from two
aspects of theory and practice。Combined with the new changes in the industry, my life
insurance company's marketing strategy adjustment, especially for product innovation
and upgrading, demand price formulation, innovation extension channels and improve
the promotion ability and other aspects of positive reference suggestions and opinions,
for my life insurance company to make a positive contribution to the improvement of
marketing level in the future.
Keywords： Insurance company ; Insurance products; Marketing strategy
。