-I- 中文摘要 随着我国经济的快速发展和国家的大力扶持，我国的保险行业正步入到快速发 展的阶段。目前中国正在步入全面建成小康社会决胜期，保险行业也正面临着前 所未有的机遇与全新的挑战。中国的保险行业目前正处于从保险大国发展为保险 强国时期，我国的保险市场竞争环境也在不断发生变化，越来越多的保险公司以 及保险经纪公司逐渐进入到市常在竞争激烈的寿险市场中，寿险营销策略的选 择与实施尤为重要。 本文通过对A寿险公司黑龙江分公司营销现状的分析，总结出目前经营业务 中存在的营销人员、产品以及渠道等问题，通过对目前保险市场宏观环境的分析 以及SWOT分析法，分析出公司目前的存在的优劣势以及面临的机遇和威胁，运 用STP理论进行市场细分、目标市场选择与市场定位，以4P理论为指导，最后结 合A寿险公司黑龙江分公司个险营销实践工作，提出了A寿险公司黑龙江分公司 个险业务的STP策略，4P营销组合策略以及服务与品牌策略。 关键词：人寿保险公司；个险业务；营销策略 黑龙江大学硕士学位论文 -II- Abstract With the rapid development of my country's economy and the country's strong support, my country's insurance industry is entering a stage of rapid development. At present, China is entering a decisive period for building a well-off society in an all-round way, and the insurance industry is also facing unprecedented opportunities and new challenges. China's insurance industry is currently in a period of developing from a big insurance country to a strong insurance country. The competitive environment of my country's insurance market is also constantly changing. In the face of increasingly fierce competition in the life insurance market, the choice and implementation of life insurance marketing strategies are particularly important. Based on the analysis of the marketing status of the Heilongjiang branch of A Life Insurance Company, this paper summarizes the current marketing personnel, products and channels in the current business operations. Through the analysis of the macro environment of the current insurance market and SWOT analysis method, this paper analyzes the advantages and disadvantages, risks and opportunities of the company, using STP theory for market segmentation, target market selection and market positioning, guided by the 4P theory, and finally combined with the marketing practice of A Life Insurance Company Heilongjiang Branch, proposed the Heilongjiang branch of A Life Insurance Company STP strategy of insurance business, 4P marketing mix strategy and service and brand strategy. Key words: Life insurance company; Insurance marketing; Marketing strategy 绪论 -III- 目录 中文摘要...........................................................................................................................I Abstract.............................................................................................................................II 绪论..................................................................................................................................1 一、研究背景..........................................................................................................1 二、研究的目的及意义..........................................................................................1 （一）研究目的..............................................................................................1 （二）研究意义..............................................................................................2 三、国内外研究现状..............................................................................................2 （一）国外研究现状......................................................................................2 （二）国内研究现状......................................................................................4 （三）国内外研究评述..................................................................................4 四、研究的主要内容和研究方法..........................................................................5 （一）研究的主要内容..................................................................................5 （二）研究方法..............................................................................................5 第一章 相关概念及理论基础........................................................................................7 第一节 相关概念界定............................................................................................7 一、个险业务..................................................................................................7 二、营销策略..................................................................................................7 第二节 相关理论基础............................................................................................7 一、STP理论..................................................................................................7 二、4P营销组合理论.....................................................................................8 三、SWOT分析法..........................................................................................9 四、PEST分析法............................................................................................9 本章小结................................................................................................................10 第二章 A寿险公司黑龙江分公司个险营销现状及存在的问题...............................11 第一节 A寿险公司黑龙江分公司概况..............................................................11 黑龙江大学硕士学位论文 -IV- 第二节 A寿险公司黑龙江分公司个险营销现状..............................................11 一、营销人员现状........................................................................................11 二、营销产品现状........................................................................................12 三、营销渠道现状........................................................................................13 四、营销服务现状........................................................................................14 第三节 A寿险公司黑龙江分公司个险营销中存在的问题..............................14 一、产品同质化严重....................................................................................14 二、营销服务网点少....................................................................................15 三、代理人综合素质良莠不齐....................................................................15 四、促销手段以及品牌推广力度不够........................................................16 本章小结................................................................................................................16 第三章 A寿险公司黑龙江分公司个险营销环境分析...............................................17 第一节 宏观环境分析-PEST分析......................................................................17 一、政治环境................................................................................................17 二、经济环境................................................................................................18 三、社会环境................................................................................................18 四、技术环境................................................................................................20 第二节 行业环境分析..........................................................................................20 一、行业发展前景分析................................................................................20 二、行业竞争态势分析................................................................................21 第三节 A寿险公司黑龙江分公司SWOT分析.................................................23 一、优势分析................................................................................................24 二、劣势分析................................................................................................24 三、机会分析................................................................................................25 四、威胁分析................................................................