XH保险公司养老保险产品营销策略研究
摘要
《中国发展报告 2020：中国人口老龄化的发展趋势和政策》，到 2022
年，中国已经由老龄化社会进入老龄社会，而且预计到 2050年，中国将会
有近5亿老年人。老年人对养老产品以及其他各种养老服务需求迅猛增加的
同时，政府财政以及社会公共养老能力却跟不上需求，老龄化社会老年人养
老问题悄然成为困扰社会的核心问题之一。
本文以 XH保险公司养老险产品的营销作为研究对象，并收集大量的 XH
保险公司的数据，从保险业在我国所处的社会环境，我国保险业养老险的发
展趋势以及行业状况，根据理论与实践相结合的原则，从宏观对其进行全景
式分析，以及通过微观对公司养老险产品情况进行详细分析。从政治、经济、
社会、技术等方面对XH保险公司外部环境进行分析，从优势、劣势、机遇、
威胁等对XH保险公司以及其养老产品目前的经营状况进行分析。
在内外部分析的基础上，根据 XH保险公司的市场经营情况，从产品策
略、定价策略、渠道策略、促销策略等提出XH保险公司养老保险营销策略。
产品策略方面，通过产品创新、差异化设计、丰富产品线的策略，满足不同
年龄不同消费者对养老险产品的需求；定价策略方面，采取平衡型定价策略
综合考虑偿付能力、同业竞争等因素提升利润率；渠道策略方面，探索新的
保险代理渠道以强化渠道在养老险营销中的作用，重视互联网渠道，通过引
流功能推动客户向养老保险产品转化；促销策略方面，加大品牌宣传，提升
公司和产品的曝光率，打开区域市场。
通过对XH保险公司养老保险产品营销策略的研究，可以为XH保险公司
发展提供有效的理论依据，XH保险公司作为保险市场的重要成员，它的发展
将带动和促进我国商业养老保险菜市场的发展，进而为解决我国社保保障难
题发挥更大的作用。
关键词：养老保险营销策略人口老龄化保险公司

RESEARCH ON MARKETING STRATEGY OF ENDOWMENT
INSURANCE PRODUCT OF XH INSURANCE COMPANY
ABSTRACT
“China Development Report 2020: Trends and Policies of China's aging
population " by 2022, China has entered an aged society from an aging society,
and it is expected that there will be nearly 500 million elderly people in China by
2050. While the demand of the elderly for pension products and other pension
services is increasing rapidly, the government finance and social public pension
ability can not keep up with the demand. The pension problem of the elderly in an
aging society has quietly become one of the core problems perplexing the society.
This paper takes the marketing of endowment insurance products of XH
insurance company as the research object, and collects a large number of data of
XH insurance company. From the social environment of the insurance industry in
China, the development trend and industry situation of endowment insurance in
China's insurance industry, according to the principle of combining theory and
practice, this paper makes a panoramic analysis from the macro and a detailed
analysis of the company's endowment insurance products from the micro. This
paper analyzes the external environment of XH insurance company from the
aspects of politics, economy, society and technology, and analyzes the current
operation status of XH insurance company and its pension products from the
aspects of advantages, disadvantages, opportunities and threats.
On basis of internal and external analysis, according to XH insurance
company's market operation situation, from the product strategy, pricing strategy,
channel strategy, strategy proposed XH insurance company endowment insurance
marketing strategy. In terms of product strategy, through product innovation,
differentiated design and diversified product lines, it can meet the needs of
different consumers of different ages for old-age insurance products. In terms of
pricing strategy, balanced pricing strategy should be adopted to comprehensively
consider solvency, industry competition and other factors to improve profitability.
In terms of channel strategy, explore new insurance agency channels to strengthen
the role of channels in endowment insurance marketing, attach importance to
Internet channels, and promote the transformation of customers to endowment

insurance products through drainage function; In terms of promotion strategy,
increase brand publicity, enhance the exposure rate of the company and products,
and open up the regional market.
By researching the marketing strategy of XH company pension insurance
product, which could provide effective theoretical basis for the development of
XH insurance company. XH insurance company as an important member of the
insurance market, its development will drive and promote the development of
commercial endowment insurance market in China, and to solve the security
problem of social security in China play a greater role.
Key words: Endowment Insurance, Marketing Strategy, Aging of
Population, Insurance Company。
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