摘 要
吉林省区域性寿险公司的市场定位与销售策略选择
在当前全国各省市地区纷纷申请设立区域性寿险公司的背景下，吉林省成
立区域性寿险公司也将会成为必然发展的趋势，在寿险市场竞争日益激烈的今
天，如何明确省内区域性寿险公司的战略定位具有重要的指导意义；同时吉林
省作为农业大省和经济欠发达地区，省内成立的区域性寿险公司在其销售策略
的选择过程中，要结合地方特色，力主根本，强化市场竞争力和品牌影响力，
拒绝粗放式经营。

本文通过应用现代市场营销理论，结合寿险公司经营情况特别是中小寿险
公司的自身情况，系统全面地提出了吉林省区域性寿险公司的销售策略应具有
主动性、人性化、整体化和关系营销等基本特征，并强调区域性寿险公司的立
足点是实现客户满意，而恰当的销售渠道，良好优质的服务则是实现区域性寿
险公司稳健、持续、健康发展的关键所在。并在此基础上展开对吉林省区域性
寿险公司战略发展定位选择的多因素分析。同时提出了要从企业战略目标以及
险种特征、客户特性、市场环境、营销渠道特性等方面来选择吉林省区域性寿
险公司的销售策略，同时对销售策略的自身经济性、可控制性、适应性等标准
做出尝试性分析，为各类销售策略类型的比较和选择提供了一定参考依据。

本文在对吉林省寿险市场现状环境综合分析的基础上，提出建立适合吉林
省内寿险业稳定、健康、快速发展的基本思路；系统客观地分析了吉林省寿险
市场的市场潜力及论证了未来省内区域性寿险公司成立和发展的广阔前景。

关键词:
保险，人寿保险，市场定位，销售渠道
Abstract
Jilin Province Regional Life Insurance Company's Market
Positioning and Marketing Strategies
In the various provinces and cities in the country have an application for the
establishment of regional life insurance companies under the background of the
establishment of Jilin Province, the regional life insurance company will become the
inevitable developing trend, in the life insurance market competition is increasingly
intense today, how to make clear the regional life insurance company's strategic
positioning is of important guiding significance; at the same time, Jilin province
regards agriculture as big province and economy to owe develop area, the province
set up regional life insurance companies in the sales channels in the process, should
be combined with local characteristics, main root, strengthen market competitiveness
and brand influence, refused to extensive type to manage.
The paper through the application of modern marketing theory, combined with
the characteristics of insurance products, comprehensively puts forward Jilin province
regional life insurance company marketing channels should be initiative,
humanization, integration and relationship marketing and other basic features, and
highlight the regional life insurance company 's foothold is to achieve customer
satisfaction, and proper sales channels, good quality service is the realization of
regional life insurance company, sustained, steady and healthy development of the
key. And based on this to Jilin province regional life insurance company strategic
development positioning selection of multiple factors analysis. At the same time, put
forward to the enterprise strategic target as well as the types of features from,
customer characteristics,market environment, marketing channel characteristics to
。。。