在AIA保险公司于1992年向中国引入个人代理保险制度后，中国人寿保险的业 务销售人员的数量增加比较迅速。我国经济发展和人民生活水平的不断提 高，传统的 寿险营销方法和手段已无法满足消费者日益多元化的保险需求。在中国金融市场扩大 开放后，国内人寿保险业会面临成熟的外资人寿保险公司的强有力的竞争。人寿 保险 营销策略的优化和思路方法的创新，以满足未来市场不断变化的需求，已成为国内人 寿保险公司增强业务竞争力、扩大生存空间的重要手段。 本文基于对中国的一家国内的 保险公司——百年人寿，通过“STP”营销定位分 析、营销4P理论分析和SPIN销售技术的咨询模式的多角度阐述，指出了人寿保险 行业顾问营销模式的价值和存在的问题，以期待 为推动国内人寿保险公司在顾问营销 策略的应用及其方法论进一步改善方面发挥积极而有实践意义的作用。本专题研究论 文写作的思路是：研究背景-研究的理论基础-公司所处 环境分析-现状与问题分 析-设计与优化建议-实施方案的保障-结论与展望，一共详细阐述了七章。本文 的目的是分析顾问营销模式实践中遇到的问题，并提出设计和优化的建议 以及如何确 保项目的顺利实施。 关键词：百年人寿、顾问营销、营销策略、优化方案 III Abstract AfterAIAInsuranceCompanyintroducedAgency- Rulesoflifeinsurancesalesinto Chinafrom1992,thequantityofsalesagentsofvariouslifeinsurancecompanies increasedrapidly.Therapidexpansionoftheinsurancemarketingstaffwasaccompanied bythereductionoftheoverallqualityofthepersonnelandthelagofmanagement.With thedevelopmentofsocialeconomyandtheimprovementofpeople'slivingstandard,the traditionallifeinsurancemarketingmodehasbeenunabletomeettheincreasingly diversifiedinsurancedemandofconsumers.Especiallyafterthelifeinsurancemarketin Chinahasbeencompletelyliberalized,thedomesticlifeinsuranceindustryisfacingthe hugeimpactofforeignlifeinsurancecompanies.Toadaptthelifeinsurancemarketing modetomeettheneedsofconsumers,ithasbecomethekeymeansforthelifeinsurance companytoimprovethecompetitiveabilityandexpandthelivingspace.Thispaperis basedonthemulti-angleanalysisoftheAeon-lifeinsurancecompany'smarketingmodel, whichisthefirstdomesticconsultantmarketingmodelinChina.Itissupportedbythe theoryof"STP"marketingstrategyanalysis.Inordertopromotethebroadcastingand furtherresearchoftheconsultantmarketingmodelintheChineselifeinsurancemarket, thevalueandtheexistingproblemsinthelifeinsurancebusinessarepositiveandvaluable. Theresearchideasareasfollowed:theresearchbackground-thetheoreticalbasisofthe study-theanalysisoftheenvironmentinthecompany-thestatusquoandtheanalysisof theproblems-theschemedesignandtheoptimizationproposal-theguaranteemeasures fortheimplementationoftheproposal-theconclusionandtheprospect,whicharedivided intosevenchapters.Thepurposeofthispaperistoanalyzetheproblemsencounteredin thepracticeoftheconsultantmarketingmodel,andtogivetheschemedesignand optimizationsuggestionsaswellashowtoensurethesmoothimplementationofthe scheme. Keywords：Agency-rules;ConsultativeSales(Pro-Agency);Schemedesignandthe optimizationproposal;Guaranteemeasuresfortheimplementation. 目录 致谢...................................................................I 摘 要..................................................................II Abstract..............................................................III 第1章绪 论.............................................................1 1.1选题背景和研究意义................................................1 1.1.1选题的背 景....................................................1 1.1.2研究的理论意义和实际意义......................................2 1.2国内外研究现状和评 述.............................................4 1.2.1国内研究现状.................................................4 1.2.2国外研究现 状.................................................8 1.2.3国内外研究与文献综述.........................................8 1.3研究思路和研究内 容...............................................10 1.3.1研究思路.....................................................10 1.3.2研究内 容.....................................................10 1.4研究方法与创新点.................................................11 1.4.1研究方 法.....................................................11 1.4.2创新点.......................................................18 第2章理论基 础........................................................14 2.1市场目标定位理论（STP理论）......................................14 2.1.1市场区 分.....................................................14 2.1.2销售目标.....................................................14 2.1.3市场定 位.....................................................15 2.2营销的4P理论....................................................15 2.2.1产 品.........................................................15 2.2.2定价.........................................................16 2.2.3渠 道.........................................................16 2.2.4推广.........................................................17 第3章百年人寿顾问营销的环 境分析......................................18 3.1宏观环境分析.....................................................18 3.1.1政策因 素.....................................................18 3.1.2经济因素.....................................................18 3.1.3社会因 素.....................................................18 3.1.4技术发展因素.................................................19 3.2行业环境分 析.....................................................20 3.2.1同业保险公司（含保险经纪公司和代理公司）的竞争力.............20 3.2.2潜在竞争对手进入的能 力.......................................20 3.2.3公司运营成本控制和产品精算开发的能力.........................21 3.2.4准保户议价的能 力.............................................22 3.2.5保险替代产品（泛金融保险产品）的替代能力.......................23 第4章百年人寿顾问营销现状及问题分 析..................................24 4.1百年人寿顾问营销渠道人力简况.....................................24 4.1.1人身保险顾问培训支持团 队.....................................24 4.1.2人身保险顾问团队发展（2017年）...............................24 4.2顾问营销渠道销售数据简 况.........................................24 4.2.1保费市场占有率...............................................24 4.2.2销售发展增 速.................................................25 4.3营销策略存在的问题...............................................26 4.3.1人身保险顾问的招募“定位” 问题...............................26 4.3.2国内人身保险产品的同质化倾向.................................26 4.3.3成交保单的产品类型结构不均 衡.................................26 4.3.4人身保险顾问拓客渠道不够宽广.................................27 第5章方案设计和优 化..................................................28 5.1人身保险顾问(LifePlanner)要有相对统一的选拔和考核标准............28 5.1.1方案设 计.....................................................28 5.1.2对比分析.....................................................28 5.2通过提供增值服务来赢得市 场.......................................28 5.2.1方案设计......................................................28 5.2.2对比分 析......................................................28 5.3利用SPIN销售技术优化展业流程....................................29 5.3.1方案设 计....................................................29 5.3.2对比分析.....................................................37 5.4客户渠道管理和开拓新客 户.........................................38 5.4.1方案设计....................................................38 5.4.2对比分 析....................................................38 第6章优化方案实施计划与保障措施......................................39 6.1实施计 划..........................................................39 6.1.1实施的目标..................................................39 6.1.2实施的基本原 则..............................................39 6.1.3实施的方法与步骤............................................39 6.2技术保障、专业培训考核以及业绩追踪 等要点..........................40 6.2.1技术保障...................................................