摘要
当前，随着市场经济的不断发展，我国寿险业的市场竞争程度日趋激烈，
各个寿险公司都在寻求占领市场的突破口。加强寿险市场营销活动就是其中
有效的方式之一。
本文通过对太平洋保险公司寿险的调查与解剖，运用营销学的理论对寿
险业的历史与现状、寿险市场的潜力与发展前景及太平洋保险公司寿险的自
身特点进行了分析，在此基础上制定了太平洋保险公司寿险的的市场营销战
略的基本模式是差别化战略，提出了：提高公司信誉，改变公司形象，提供
更优质、更全面的服务，实施新产品战略、公司服务战略、公司形象战略，
进一步扩大市场占有率，在公司的营销战略重点部分，提出了营销战略的重
点是新产品战略、公司服务战略、公司形象战略。
确定了企业的目标市场，确定了太平洋保险寿险的产品定位是为中、高
收入阶层服务。
运用营销组合策略即产品策略、定价策略、销售渠道策略、促销策略的
有机结合对企业进行策划。
通过上述营销战略的研究，希望能为太平洋保险公司寿险未来市场营销
起理论参考作用。
Nowadays, with the development of market economy, the insurance
market is becoming more and more competitive than ever before. All of
the life insurance companies are trying to seek the ways of leading the
market. The one of essential ways is to increase promotion.
This paper make a investigation on the life insurance business
market, it provide SWOT anlysis of China Pacific Insurance Company
(CPIC) in the field of life insurance business market. By using the theory
of marketing, it analyzes the history and practical situation of the life
insurance industry, the potential and prospect of the life insurance market
and the strength of CPIC.
On the basis of this, it stipulates the basis model of its marketing
strategy in the field of life insurance business of CPIC. The marketing
strategy, namely, difference strategy, puts forward strategy target which
is to carry out new products strategy, service strategy, image strategy, so
as to improve the goodwill, change the image, adopt much more excellent
services and finally enlarge the market share percentage.
It points out that the emphases of enterprises?marketing strategy are
I
new products strategy, service strategy and image strategy, in the part of
enterprises?marketing strategy emphasis.
It ascertains enterprises?target markets and that its series products
are offer service to the medium and high lever income抯 family.
It plans enterprises?organic combination by using marketing
combination strategy, namely, products strategy, pricing strategy, sales
strategy and promotion strategy.
Through the above mentioned marketing strategy, I am sure it is
helpful for the life insurance business promotion of the China Pacific
Insurance Company.
引文
1．市场营销学教程．汤正如．辽宁人民出版社
2．寿险经营论．李钢．中国商业出版社
3．保险市场营销．陈朝先．西南财经大学出版社
4．人力资源管理．罗销韧、曾繁正．红旗出版社
5．市场营销学教程．高云龙、朱李明．社会科学文献出版
6．营销经略．肯尼思．L．伯恩哈德、托马期．C．肯尼尔著．湖北人出版社
7．市场营销策略．周鸿铎．中国发展出版社
8．现代商业企业经营与管理．秦雄海．立信会计出版社
9．消费者行为学．丁．布莱恩．中信出版社
10．寿险企业管理学．姚久荣．王宝生．中国经济出版社
11．寿业震撼世纪末．伍德．中国城市出版社
12．保险学导论．许罗丹、陈平．中山大学出版社
13．现代营销管理教程．冯云廷、李怀斌．东北财经大学出版社
14．人寿保险推销实战谋略．曾信．上海三联书店
15．保险管理学．王海柱、何孝允．西南财经大学出版社
16．寿险营销技巧全书．张弘、欧阳云．经济日报出版社