我国人寿保险企业的市场营销战略刍议

A Discussion of the Marketing Strategy of Life Insurance Enterprises of Our Country

经济全球化和保险国际化时代的到来,使我国寿险市场发生了巨变,竞争也日趋激烈。但是我国的人寿保险企业市场营销观念的落后、险种创新的缺乏以及营销渠道的单一等市场营销策略的问题都使得寿险公司无法承受国际化这个背景下的挑战。只有改变营销观念,加快产品创新,拓宽营销渠道,改善营销服务,对现有的营销战略进行不断的调整和完善,才有可能保证我国寿险公司的可持续发展。

Life insurance market has changed a lot because of economic globalization and internationalization of insurance industry. Life insurance market has many problems such as the immature marketing concept, the lack of insurance commodity kinds, etc. All of them are just like obstacles for china＇ s life insurance enterprises to confront the huge challenges. So adjustment and improvement should be carried out to resolve all the troubles in order to realize the sustainable development of life insurance industry of our country.