摘 要
摘要
在疫情和经济下行的叠加影响下，保险行业迎来了发展寒冬期，营销成本
上升，市场开拓难度增加，竞争加剧导致行业整体利润下滑，各家公司均出现
不同规模的负增长。保险业面临改革转型，营销模式从原来弱监管粗放式转向
强监管精细化。
TP人寿保险始创于 1929年，副部级央企单位，2020年全国保费营收 1443
亿，业内排名第六。2011年进驻海南市场，2020年之前在海南仅设立4个分支
机构，在海南自由贸易港正式规划布局后，TP人寿海南分公司陆续在其他市县
开设网点，推进全岛经营格局。
2020年 TP人寿海南分公司个险的市场份额仅为 3%，远落后于全国均值水
平，同时除海口支公司外，其余市县的保费营收、投保客群量、件均保费都落
后于当地同量级保险公司。本文通过对 TP人寿海南分公司个险的研究发现其在
营销上存在几个问题，一是与代理人及客户关联度较差，客户及代理人忠诚度
较低；二是由于前期网点布局和存量代理人较少，未能及时满足客户的服务需
求，使客户体验感不佳，造成客户流失率高；三是在附加值服务上，存在较高
的保费标准，偏离当地的经济水平，无法与客户建立长期关系，让客户持续进
行消费；四是代理人和客户流失率较高，经营成本居高不下，投入与产出不成
正比。本文基于4RS理论为基础，针对TP人寿海南分公司个险的问题进行剖析
研究，运用波特五力模型对当前 TP人寿海南分公司个险所处的竞争环境进行综
合分析，结合当前自贸港的相关政策，探索潜在的业务突破点；再通过 SWOT分
析工具对 TP人寿海南分公司个险的优劣势与机会和威胁进行全面分析，发挥优
势和改善劣势，把握机会和规避威胁，最后基于STP理论锁定目标客群，以4RS
营销理论为关键理论依据，结合 TP人寿海分个险的的资源禀赋，以“关联”、
“反应”、“关系”、“回报”为导向提出 TP人寿海分个险的营销策略优化建
议，“关联”主要以增强代理人和客户的粘度；“反应”是及时反应并满足客
户需求，以此提高客户的满意度和忠诚度；“关系”是调整适应于当地经济水
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摘 要
平的附加值服务标准，以便和客户建立长期关系；“回报”则是合理控制经营
成本，提升企业经营回报率。
本文对于优化 TP人寿海南分公司个险营销策略，进而改善市场份额等方面
有一定的现实指导意义，对提高海南保险市场的保险密度及深度有一定促进作
用，同时对于业内其他保险公司个险的营销工作有着一定的启示意义。
关键词：TP人寿海南分公司个险；4RS理论；营销策略优化
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abstract·
Abstract
The insurance industy greeted the winter period of development by the superposed
impact from the coronavirus pandemic and economic downturn in 2020. the cost to
acquiring client and the difficulty of market expansion was rising, the competition of
industry intensified further leading to overall profit of industry had fell,most companies
confronted negative growth of different scale, Insurance industy was facing with
innovation of from the original weak supervision and extensive marketing model to the
strong supervision and elaborate marketing model.
TP life insurance company,a Deputy ministerial-level central enterprise unit that
founded in 1929 had earned total insurance premium about 144.3 bilion and ranking
sixth in insurance industry in the past 2020. entered the insurance market of hainan,
but only estabilshed four branch before 2020. with the further construction of hainan
free trade port, Hainan branch of TP life insurance company set up institutions in other
town of hainan successively.
The individual insurance of hainan branch of TP life insurance company that
Well behind the national average has only the 3 percent of insurance market share in
2020. the insurance premium income and the insured customer equity and average
premium in other town fall behind the local insurance companies of the same magnitude
except haikou branch.This paper found several problems in marketing by researching
for the individual insurance of TP Life Insurance Hainan Branch, Firstly,Poor
association with agents and customers leaded to low loyalty of customers and
agents,Second,Duing to the less network layout and insurance agent early stage, it was
unable to respond immediately when the customer needed, the bad customer
experience cause the high costomer churn rate, Third, In terms of value-added services,
there is a high premium standard that deviate from the local economic level resulted in
unabling to build long-term relationships with customers to keep them spending. Fourth，
The high churn rate of insurance agent and costomer generated the high operating
costs. Based on 4RS theory, this paper analyzed and studied the problems of individual
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