新科技孕育新经济新业态，产品数字化、数字产业化趋势日益明显。近年来， 大数据、人工智能、物联网等科技发展异常迅猛，尤其是疫情在全球蔓延进一步 加快了保险行业数字化进程。在这样的大背景下，如何顺应时代的发展趋势，不 断提升寿险产品的营销水平，成为寿险行业能否可持续发展，在快速变化的环境 中保持竞争力的重要保证。 本文综合运用文献分析法、环境分析法、SWOT 分析法和问卷调查法，以江 西人寿为研究案例，对大数据背景下寿险产品的营销策略进行研究。首先，分析 江西人寿保险分公司的基本情况，总结在大数据背景下寿险产品的特点，剖析江 西人寿寿险产品的营销环境和寿险营销现状；其次，从环境分析和现状分析中总 结找到了江西人寿寿险产品主要优势为其品牌优势和市场优势，以及主要劣势为 其渠道单一和产品差异化程度低；再次，运用问卷调查进一步发现寿险产品营销 中存在的问题。通过设计 10 个问题，回收 204 份有效问卷，整理发现江西人寿 寿险营销中存在寿险市场开发不够、寿险营销渠道比较单一、产品差异化程度低、 大数据运用不足和营销团队建设需要升级等具体问题；最后，基于寿险营销中存 在的问题，有针对性地提出了江西人寿寿险产品营销优化措施：立足现有资源深 度开发寿险市场、转变思维拓宽营销渠道、运用大数据打造寿险品牌和建立一支 强大的营销团队。 本文的研究，希望对江西人寿提升其寿险营销水平提供有针对性的建议和发 展思路，为人寿数字化转型提供一些新思路和有益借鉴。 关键词：大数据；寿险营销；中国人寿；营销策略III Abstract New technology breeds new economic and new business forms, and the trend of product digitization and digital industrialization is becoming increasingly obvious. In recent years, technologies such as big data, artificial intelligence, and the Internet of Things have developed extremely rapidly. In particular, the global spread of the epidemic has further accelerated the digitalization of the insurance industry. Under such a general background, how to adapt to the development trend of the times and continuously improve the marketing level of life insurance products has become an important guarantee for the sustainable development of the life insurance industry and maintaining competitiveness in a rapidly changing environment. This article comprehensively uses literature analysis, environmental analysis, SWOT analysis and questionnaire survey methods, and takes Jiangxi Life as a research case to study the marketing strategy of life insurance products under the background of big data. First, analyze the basic situation of Jiangxi Life Insurance Branch, summarize the characteristics of life insurance products under the background of big data, analyze the marketing environment of Jiangxi Life Insurance products and current life insurance marketing; secondly, summarize and find Jiangxi Life Insurance from environmental analysis and current situation analysis The main advantages of life insurance products are their brand advantages and market advantages, and the main disadvantages are their single channel and low degree of product differentiation. Third, the questionnaire survey is used to further discover problems in the marketing of life insurance products. By designing 10 questions and collecting 204 valid questionnaires, it was found that Jiangxi Life Insurance's life insurance marketing has specific problems such as insufficient life insurance market development, single life insurance marketing channels, low product differentiation, insufficient use of big data, and the need to upgrade marketing team building. Finally, based on the problems existing in life insurance marketing, Jiangxi Life Insurance product marketing optimization measures were put forward in a targeted manner: based on existing resources to develop the life insurance market in depth, change thinking to broaden marketing channels, use big data to build life insurance brands and establish a team Strong marketing team. The research in this article hopes to provide targeted suggestions andIV development ideas for Jiangxi Life Insurance to improve its life insurance marketing level, and provide some new ideas and useful references for the digital transformation of Life Insurance. Key words:Big data; life insurance marketing; China Life;Marketing strategyV 目 录 中文摘要......................................................................................................................Ⅰ 英文摘要......................................................................................................................Ⅱ 目 录..........................................................................................................................Ⅴ 1 绪论.............................................................................................................................1 1.1 研究的背景......................................................................................................... 1 1.2 研究目的和意义................................................................................................. 1 1.3 国内外研究现状................................................................................................. 2 1.4 研究思路和方法................................................................................................. 3 2 基本概念和理论基础.................................................................................................5 2.1 基本概念............................................................................................................. 5 2.1.1 营销大数据..................................................................................................5 2.1.2 人寿保险......................................................................................................5 2.2 理论基础............................................................................................................. 6 2.3 大数据背景下寿险产品的特点......................................................................... 7 3 寿险营销环境分析.....................................................................................................8 3.1 寿险营销宏观环境分析（PEST）..................................................................... 8 3.1.1 政治..............................................................................................................8 3.1.2 经济..............................................................................................................8 3.1.3 社会..............................................................................................................9 3.1.4 技术..............................................................................................................9 3.2 寿险营销行业环境分析................................................................................... 11 3.2.1 进入壁垒....................................................................................................11 3.2.2 寿险产品差异............................................................................................11 3.2.3 现有企业间的竞争....................................................................................11 3.2.4 替代品的威胁............................................................................................12 4 江西人寿寿险营销现状分析...................................................................................14 4.1 公司简介........................................................................................................... 14 4.2.江西人寿寿险营销现状分析.......................................................................... 15 4.2.1 优势............................................................................................................15 4.2.2 劣势............................................................................................................16 4.2.3 机遇............................................................................................................16VI 4.2.4 挑战............................................................................................................18 5 江西人寿寿险营销策略调研...................................................................................20 5.1 问卷调研........................................................................................................... 20 5.1.1 前提假设....................................................................................................20 5.1.2 问卷设计....................................................................................................20 5.1.3 数据分析....................................................................................................20 5.1.4 调研结果....................................................................................................24 5.2 江西人寿营销策略存在的问题....................................................................... 24 5.2.1 寿险市场开发不够....................................................................................24 5.2.2 寿险营销渠道比较单一............................................................................25 5.2.3 产品差异化程度较低................................................................................26 5.2.4 大数据运用不足........................................................................................27 5.2.5 营销团队建设急需升级............................................................................28 6 江西人寿寿险营销策略优化对策..........................................................................30 6.1 立足现有资源深度开发寿险市场................................................................30 6.2 转变思维拓宽营销渠道................................................................................31 6.3 运用大数据打造寿险品牌............................................................................32 6.4 建立一支强大的寿险营销团队....................................................................33 7 研究结论与展望.......................................................................................................34