摘 要
保险,是国家经济的重要组成部分，是金融体系不可或缺的重要组成。在现代社会中
商业保险也是社会保险体系的重要补充，是保障社会和谐稳定的稳压器。在当今生产国
际化、商品世界化、资本国际恶化、金融全球化的时代，保险业为经济的运行提供了重
要的保障作用。我国保险业从无到有，从小大大，经历了 50 年艰难的发展历程。随着
我国社保保障体系各项制度改革的不断深入，商业保险与国家的发展和人民的切身利益
息息相关。特别是今年国家提出构建和谐社会的目标，保险应当发挥更大的作用。

本文共分 6 个部分，主要研究内容如下：
第一章导论主要介绍了文章的选题背景、研究目的、研究意义，国内外知名保险机
构研究动态、研究思路与方法及论文创新之处。

第二章相关理论基础分析了波特竞争力理论、核心竞争能力理论、资源流派理论以
及对于市场细分与市场定位的分析，为英大人寿陕西分公司市场拓展研究奠定了坚实的
基础提供了大量的理论依据。

第三章市场现状的分析对于宏观环境的分析，从陕西省整个经济大环境入手到陕西
省寿险行业结构、客户群消费心理、投保目的、寿险市场的供给、险种的分析等诸多问
题的研究，为英大人寿陕西分公司市场拓展研究提出了策略和启示。

第四章市场 SWOT 的研究从英大人寿的优劣势入手，关于潜在的内外部威胁和机
会的研究给予大量的数据支持。

第五章市场定位通过陕西省寿险市场的细分研究细分原则、客户类型细分、地域类
型细分，综合评价英大人寿在市场的拓展原则和定位。

第六章市场拓展实施对策从个人业务市场、团体业务市场、经济发达地区市场、经
济欠发达地区市场中存在的问题切入到市场拓展策略实施的相关保障措施。

结论及作用
保险作为中国金融三大支柱产业之一，尤其是寿险的业务发展、市场发达程度直接
关系到一个城市的国民经济及人民生活的保障作用。英大人寿保险公司具有自己的特
点，虽然规模不大但是专业性、针对性和灵活性却是无可比拟。这几年，随着国家经济
的不断发展，我国的寿险事业也得到了蓬勃的发展。陕西寿险市场同样也在迅速壮大，
市场潜力不断增强，但同时市场的竞争也越来越激烈。英大人寿陕西分公司面对航空母
舰式的综合型大保险公司，竞争压力也越来越大。大公司经营范围广泛、实力雄厚，英大人寿陕西分公司必须依靠股东但不依赖股东坚决走市场化道路，做有自身特点的专业
性人寿保险公司。

关键词：寿险营销；市场拓展；策略制定

ABSTRACT
Insurance, as an important part of the national economy, is anindispensable part of the
social reproduction. Insurance market’sgrowing, is closely linked with economic, political and
socialdevelopment. It also penetrates into all areas of economic society.Current era is an era
with the internalization and globalization overproduction, commodities, capital, and financial
market. In this era,insurance industry plays any important role in economic world byproviding
a variety of security.As one of China's three major financial industries, insurance has
experienced 50 years of development. Insurance already become an essential part of social
production and daily life in China. With medical insurance and pension systems’ reform, the
connection between insurance with citizen’s benefit and national’s development, become
much closer. Building a harmonious society is our country’s goal in this year. Insurance
should play a greater role in such a year.
This article is divided into six parts, the main research content is as follows:
Introduction to the first chapter mainly introduced the paper selected topic background,
research purpose, research significance, the domestic and foreign well-known insurance
institutions research trends, research ideas and methods and paper innovation place.
The second chapter related theory analyzes the porter competitiveness theory, core
competitive ability theory, resource genre theory, innovation theory and the analysis of market
segmentation and market positioning, for the big life shaanxi branch marketing research laid a
solid foundation provides a lot of theoretical basis.
The third chapter analyses the current situation of the market For the analysis of the
macro environment, from the economic environment of shaanxi province to the life insurance
industry in shaanxi structure, customer consumption psychology, the purpose, the supply of
life insurance market, insurance analysis research, many problems such as for the big life
shaanxi branch marketing research put forward the strategy and enlightenment.
The fourth chapter market SWOT research from the advantages and disadvantages of the
largest life, study of potential internal and external threats and opportunities to give a large
amount of data to support.
The fifth chapter market positioning The life insurance market segmentation studysubdivided by shaanxi province principle, type of customer segmentation, types of region
segmentation, comprehensive evaluation of the largest life development principle and
positioning in the market.
The sixth chapter marketing implementation countermeasures From a personal business,
group business market, the market economy developed areas, the problems existing in the
market economy less developed area into relevant safeguard measures on the implementation
of market development strategy.
Conclusion and action：
Insurance, as one of the pillars of China's financial industry, especially life insurance
business development, market development level of a city is directly related to the security of
national economy and people's life. The largest life insurance company has its own
characteristics, although a small but professional, pertinence and flexibility is unparalleled. In
recent years, with the continuous development of national economy, the development of our
country's life insurance business has been booming. Life insurance market in shaanxi
province are also in a rapidly growing, the market potential is growing, but at the same time,
market competition is becoming more and more intense. The great life shaanxi branch in the
face of an aircraft carrier type comprehensive large insurance company, the pressure of
competition is becoming more and more big. Big company business scope widely, the
strength is abundant, the big life shaanxi branch must rely on shareholders but do not rely on
firmly marketization road, do professional life insurance company has its own characteristics.
KEY WORDS: life insurance marketing, market development, strategy