导　　师： 赵家敏

学科专业： 020204

授予学位： 硕士

作　　者： ;

机构地区： 暨南大学

摘　　要： 我国的寿险营销机制主要是由美国友邦公司引进的，这套营销模式极大地促进了中国寿险业的发展。经过10年的发展，中国寿险业的外部环境发生了巨大的变化，原有的寿险营销模式的弊端也逐渐暴露出来。如何进行寿险营销创新使之适应新形势的需要是本文探讨的主要课题。通过对我国寿险市场的分析，笔者认为我国应从理念、产品、服务和分销体系四个方面进行创新。理念创新包括企业文化的培养和新型营销观念的建立。产品创新应将主要精力放在研究和开发分红保险、变额保险和万能保险上。服务创新可通过强化专业服务和提升人际服务来进行。分销体系的创新主要有建立专业代理公司，发展保险经纪人以及推进银行保险和网络保险。 The life insurance marketing mechanism in China has been ushered from abroad principally by AIA , and has boosted the developments of life insurance industry in China dramatically. In fact, great changes have taken place in terms of the external environment that Chinese life insurance industry faces after 10 years of fast evolvements in the industry. Meantime, certain foibles in the existing life insurance marketing mode have been gradually exposed. The paper chiefly discusses upon how to update the life insurance marketing practices to tap into the demands of the new environment. Through an analysis of the life insurance market in China, the author holds that it is required to effect innovative measures into four respects: concept, product, service /& distribution system. The concept innovation includes fostering of corporate culture and establishment of a new marketing concept. The product innovation shall focus upon R/&D efforts of participant life insurance, variable life insurance and universal life insurance. The service innovation can be achieved by reinforcement of the service professionalism and improvement of interpersonal skills. The distribution system innovation is principally related to launching of specialized insurance agencies, cultivation of insurance brokers, and dissemination of insurance services in banks and on-line.

关 键 词： 寿险营销 创新 理念创新 产品创新 服务创新 分销体系创新

领　　域： [经济管理]