2018年以来，随着我国农业现代化的加速发展，全国农业保险 发展进入提速换挡期，发展迅速，形势逼人。而山东作为我国农业大 省，农业经济的稳定持续发展为农业保险提供了优越的营销环境。传统 营销模式已经走到尽头，必须善做创新发展的加法，走特色发展之路。 本文从山东人保公司农业保险现行的营销体系入手，首先，对课题的 研究背景、意义和相关理论进行了介绍。第二，对山东人保公司农业保 险营销现状进行了分析，进而研究了山东人保公司农业保险营销的存在 的问题。第三，结合PEST分析和微观环境分析，运用SWOT分析方法对 山东人保公司农业保险的优势、劣势、机会和威胁进行剖析。在此基础 上，运用 STP 理论对其进行了市场定位，设计了切合公司实际的以农户 为导向的市场营销策略，并提出了相应的保障措施。 关键词：农业保险；人保公司；山东；保险营销 II Abstract Since 2018, with the accelerated development of China's agricultural modernization, the development of national agricultural insurance has entered a period of speed-up shift, with rapid development and overwhelming situation. As a major agricultural province in China, the stable and sustainable development of agricultural economy in Shandong Province provides a superior marketing environment for agricultural insurance. The traditional marketing model has come to an end. We must be good at adding innovation and development, and take the road of characteristic development. This paper starts with the current marketing system of Shandong PICC's agricultural insurance. Firstly, it introduces the research background, significance and related theories. Secondly, it analyzes the current situation of agricultural insurance marketing of Shandong people's insurance company, and then studies the existing problems of agricultural insurance marketing of Shandong people's insurance company. Thirdly, combined with PEST analysis and micro environment analysis, SWOT analysis is used to analyze the advantages, disadvantages, opportunities and threats of Shandong PICC's agricultural insurance. On this basis, using STP theory to carry out the market positioning, design the company's practical farmers oriented marketing strategy, and put forward the corresponding safeguard measures. Key words：Agricultural insurance; PICC; Shandong; Insurance marketing III 目 录 摘要 ............................................................................................................... I Abstract ........................................................................................................... II 第1章 绪论 .................................................................................................... 1 1.1 选题背景与意义 ........................................................................................ 1 1.1.1选题背景 .......................................................................................... 1 1.1.2研究意义 .......................................................................................... 2 1.2国内外研究现状综述 .................................................................................. 3 1.2.1国外研究综述 ................................................................................... 3 1.2.2国内研究综述 ................................................................................... 4 1.2.3文献评述 .......................................................................................... 5 1.3研究内容与方法 ......................................................................................... 5 1.3.1研究内容 .......................................................................................... 5 1.3.2研究方法 .......................................................................................... 6 1.4本文的创新和不足 ...................................................................................... 6 第2章 相关理论 ............................................................................................. 7 2.1基本营销理论 ............................................................................................. 7 2.1.1保险营销理论 ................................................................................... 7 2.1.2农业保险理论 ................................................................................... 7 2.1.3农业风险理论 ................................................................................... 8 2.2 STP营销理论 ............................................................................................. 9 2.3 4C营销理论 ............................................................................................... 9 第3章 人保财险山东省分公司营销现状与问题 .............................................. 11 3.1公司介绍...................................................................................................11 3.1.1公司概况 ......................................................................................... 11 3.1.2产品介绍 ......................................................................................... 13 3.2人保财险山东省分公司营销现状分析 .........................................................15 3.2.1营销渠道分析 .................................................................................. 15 3.2.2产品现状分析 .................................................................................. 16 3.2.3营销人员分析 .................................................................................. 18 3.3人保财险山东省分公司营销问题分析 ......................................................... 20 3.3.1农户需求定位不准 ........................................................................... 20 3.3.2农户时间、心理成本较高 ................................................................ 21 IV 3.3.3便利途径较少 .................................................................................. 21 3.3.4缺乏农户沟通 .................................................................................. 22 第4章 人保财险山东省分公司农业保险营销环境分析 .................................... 23 4.1宏观环境分析 ............................................................................................23 4.1.1政策法律环境 .................................................................................. 23 4.1.2经济环境 ......................................................................................... 24 4.1.3社会文化环境 .................................................................................. 25 4.1.4技术环境 ......................................................................................... 26 4.2微观环境分析 ............................................................................................ 26 4.2.1竞争者分析 ..................................................................................... 27 4.2.2消费者分析 ..................................................................................... 29 4.2.3协保协赔员分析 .............................................................................. 30 4.2.4企业内部经营环境 ........................................................................... 30 4.3 SWOT分析 ................................................................................................31 4.3.1优势分析 ......................................................................................... 31 4.3.2劣势分析 ......................................................................................... 31 4.3.3机会分析 ......................................................................................... 32 4.3.4威胁分析 ......................................................................................... 32 4.3.5 SWOT分析矩阵 .............................................................................. 33 第5章 人保财险山东省分公司农业保险营销策略 ........................................... 35 5.1人保财险山东省分公司农业保险营销目标 ..................................................35 5.2人保财险山东省分公司农业保险STP战略 ..................................................35 5.2.1市场细分 .........................................................................................