大连理工大学专业学位硕士学位论文
摘
要
预计中国到 2050年，60岁以上人口占比将由现在的 18.7%上升到 30%，未来养老
资源和医疗资源势必会非常短缺，人口老龄化将使中国成为全球最大的养老和医疗市
场。保险将在此细分市场中发挥至关重要的作用。然而中国目前人均投保率仅有 28%，
而国外市场人均保单持有率高达 700%，无疑中国保险行业将有巨大的发展空间。亚当
斯密指出，社会分工带来了生产效率的提升。保险业的科学发展，保险业的产销分离是
必经之路，主体保险公司专注产品研发，保险经纪公司负责产品销售。这样的结构分工
明晰，提升市场效率。作为保险中介行业的保险经纪公司如何才能顺应大势，把握契机，
从营销方面来增加自己的核心竞争力和市场份额，是行业内探讨的热点议题。
根据这一背景，论文主要以 S保险经纪公司为研究对象，对其公司进行内部环境分
析和外部环境分析以及同行竞争分析，按照客户的年龄、经济情况和购保需求等市场细
分，确定了高端客户和普通客户目标市场，目标定位为以高净值人群市场和基础保障型
人群市场为主。通过对 S 保险经纪公司相关人员进行深度访谈和调查问卷结果进行分
析，同时基于对 S保险经纪公司的原有公司战略和营销策略的梳理，发现导致 S保险经
纪公司若要提高深圳市场份额占比，形成竞争优势，就需要解决服务品牌定位比较模糊、
销售渠道较为单一、服务质量不高等几个问题。要解决这几个问题需要结合 7Ps理论对
S保险经纪公司的营销策略重新优化，最后得出 S公司需要开展多样化营销、明确目标
市场选择和市场战略定位、优化服务营销策略，提高服务质量。
论文通过对 S保险经纪公司的剖析，通过发现其在服务营销策略方面的问题，在借
鉴其它学者研究的基础上分析问题所在根源，最终提出解决这些问题的方法和策略。希
望为 S保险经纪公司完善服务营销体系、为行业类似的保险经纪公司可持续发展提供参
考，也希望为相关保险中介公司服务营销体系建设提供参考价值。
关键词：服务营销；营销策 略 ；差异化服务；过程 服务；
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S保险经纪公司服务营销策略研究
Research on Service Marketing Strategy of S Insurance Broker
Company
Abstract
It is expected that by 2050, the proportion of the population over 60 years old will rise to
30% from 18.7% now. In the future, pension and medical resources are bound to be very short,
and the aging population will make China the largest pension and medical market in the world.
Insurance will play a crucial role in this segment. However, the per capita insurance rate in
China is only 28%, while the per capita policy holding rate in foreign markets is as high as
700%. There is no doubt that China's insurance industry will have a huge space for
development. Adam Smith pointed out that the division of labor leads to increased productivity.
In the scientific development of insurance industry, the separation of production and sales is the
only way to go. The main insurance company focuses on product research and development,
and the insurance broker company is responsible for product sales. Such a clear division of
labor will improve market efficiency. As the insurance intermediary industry, how to adapt to
the general trend, seize the opportunity to increase their core competitiveness and market share
from the marketing aspect is a hot topic discussed in the industry.
According to this background, the paper mainly S insurance brokerage company as the
research object, analyzing its internal environment and external environment analysis and
competitors analysis, according to the customer's age, economic situation and buy insurance
demand market segmentation, determine the high-end customers and the general customer's
target market, target to safeguard model based on market and high net worth population crowd
market mainly. Through in-depth interviews with relevant personnel of S Insurance brokerage
company and analysis of questionnaire results, and based on the review of the original
corporate strategy and marketing strategy of S Insurance Brokerage Company, it is found that if
S Insurance brokerage company wants to increase its market share in Shenzhen and form a
competitive advantage, It is necessary to solve several problems such as fuzzy service brand
positioning, single sales channel and low service quality. To solve these problems, it is
necessary to re-optimize the marketing strategy of S insurance brokerage company based on the
7Ps theory. Finally, it is concluded that S Company needs to carry out diversified marketing,
clear target market selection and market strategic positioning, optimize service marketing
strategy and improve service quality.
Through the analysis of S Insurance brokerage company, the paper finds its problems in
service marketing strategies, analyzes the root causes of the problems on the basis of learning
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大连理工大学专业学位硕士学位论文
from other scholars, and finally proposes methods and strategies to solve these problems. It is
hoped to provide reference for S insurance brokerage company to improve its service and
marketing system, for the sustainable development of similar insurance brokerage companies in
the industry, and for the service and marketing system construction of relevant insurance
intermediary companies.
Key Words：Service marketing; Marketing strategy; Differentiated services;
Process service
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