中国保险市场营销研究
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摘要
加入WTO，将使我国经济社会发展面临着前所未有的变局，对于中国保险业来说，这意味着要按国际惯例建立与国际保险市场全面对接的体制，进一步开放保险市场。中国保险业总资产不足金融业总资产的3％，而发达国家能占到半壁江山。这一方面表明中国保险业的相对落后，另一方面表明其蕴涵着极大的商机，为外国保险公司所觊觎。应当看到，由于我国保险业的发展尚处于初级阶段，市场不够成熟，面对国际保险企业全面竞争的态势，挑战无疑是严峻的。但我们同时也应看到机遇和挑战往往是一个事物的两个方面。本文从市场营销学原理着手，阐述了保险市场营销的理论基础，加强保险市场营销的现实意义，并深入研究了中国保险业面临的外部市场包括人口、经济、政治和法律、国际等宏观环境以及保险公司、保险市场分销渠道、保险市场的竞争者、保险消费者等微观环境，还对我国保险市场的产品现状及存在的问题进行了剖析，相应地提出了我国保险市场的目标市场策略、产品策略、产品定价策略、分销策略等。中资保险公司只有加强市场营销，有准备地迎接挑战，才能在激烈的竞争中立于不败之地。
China's Entering WTO, which makes economic development of our country be confronted with unprecedented variations. For insurance trade in China, which means that we should set up overall relationship system with international insurance market in term of international conventions and further open our insurance market. The total capital fund of insurance trade in China falls short of 3% of financial circles, while in developed countries, the capital fund of insurance business will have almost half share. This situation shows that the backward status of Chinese Insurance Trade, but also good business opportunity contained on the other hand, which is being coveted by foreign insurance companies. It should be understood that the development and market of insurance business in our country remains immature, the challenge is austere in face of the competition situation among the international insurance enterprises. However, it is clear that opportunity and competition are always two aspects of one thing. This articl
e intends to expatiate theory basis of insurance marketing by touching the principle of marketing, strengthen the practical significance of insurance marketing, study the outer macro-environment of Chinese Insurance Trade including population, economy, politics & law, international etc. and the micro-environment including insurance companies, insurance sales promotion methods, insurance competitors, insurance consumers etc., analyze the insurance products condition and problems in Chinese insurance market, propose strategy of market, products, price fixing and sales promotion
accordingly. Chinese insurance companies should strengthen marketing and prepare for challenge to keep invincible position in furious competition.
China's Entering WTO, which makes economic development of our country be confronted with unprecedented variations. For insurance trade in China, which means that we should set up overall relationship system with international insurance market in term of international conventions and further open our insurance market. The total capital fund of insurance trade in China falls short of 3% of financial circles, while in developed countries, the capital fund of insurance business will have almost half share. This situation shows that the backward status of Chinese Insurance Trade, but also good business opportunity contained on the other hand, which is being coveted by foreign insurance companies. It should be understood that the development and market of insurance business in our country remains immature, the challenge is austere in face of the competition situation among the international insurance enterprises. However, it is clear that opportunity and competition are always two aspects of one thing. This articl
e intends to expatiate theory basis of insurance marketing by touching the principle of marketing, strengthen the practical significance of insurance marketing, study the outer macro-environment of Chinese Insurance Trade including population, economy, politics & law, international etc. and the micro-environment including insurance companies, insurance sales promotion methods, insurance competitors, insurance consumers etc., analyze the insurance products condition and problems in Chinese insurance market, propose strategy of market, products, price fixing and sales promotion
accordingly. Chinese insurance companies should strengthen marketing and prepare for challenge to keep invincible position in furious competition.
引文
[1] 《中国行业分析报告-保险(2002年第一季度)》
[2] 《中国保险行业分析报告》
[3] 国务院发展研究中心市场经济研究所等发起的中国50城市保险市场调研课题组，《中国50城市保险市场调研报告》
[4] 国研报告，《中国保险市场现状及存在的主要问题》
[5] 吴秀峰、吴军辉著，《我国保险市场准入目标和原则》《中国保险》
[6] 胡新民、李开斌著，《中国保险市场退出保障机制的建设》《金融与保险》2002年第9期
[7] 马福祥著，《发展民族地区保险业的思考》 《中国保险》
[8] 《保险政策与财政政策的关系探讨》 《财经科学》2001年第4期
[9] 戴旭光、阮刚辉著，《网络保险营销策略》《数量经济技术经济研究》
[10] 刘萌著，《我国保险产品现状分析》《中国保险报》2002年8月
[11] 《新险种的定价方法与风险论析》《行业研究》第334期
[12] 郭敏著，《论保险客户关系管理》《保险研究》
[12] 《差异化营销策略及应用》《管理论坛》第020期
[13] 《保险费率的定价机制和传导机制》《中国保险报(2002-6-21)》
[14] 张伟著，《论保险业CRM系统的建立与实施》《保险研究》2002年第10期
[15] Swiss Re,Sigma,2001／6
[16] Swiss Re,Sigma,2002／6
[2] 《中国保险行业分析报告》
[3] 国务院发展研究中心市场经济研究所等发起的中国50城市保险市场调研课题组，《中国50城市保险市场调研报告》
[4] 国研报告，《中国保险市场现状及存在的主要问题》
[5] 吴秀峰、吴军辉著，《我国保险市场准入目标和原则》《中国保险》
[6] 胡新民、李开斌著，《中国保险市场退出保障机制的建设》《金融与保险》2002年第9期
[7] 马福祥著，《发展民族地区保险业的思考》 《中国保险》
[8] 《保险政策与财政政策的关系探讨》 《财经科学》2001年第4期
[9] 戴旭光、阮刚辉著，《网络保险营销策略》《数量经济技术经济研究》
[10] 刘萌著，《我国保险产品现状分析》《中国保险报》2002年8月
[11] 《新险种的定价方法与风险论析》《行业研究》第334期
[12] 郭敏著，《论保险客户关系管理》《保险研究》
[12] 《差异化营销策略及应用》《管理论坛》第020期
[13] 《保险费率的定价机制和传导机制》《中国保险报(2002-6-21)》
[14] 张伟著，《论保险业CRM系统的建立与实施》《保险研究》2002年第10期
[15] Swiss Re,Sigma,2001／6
[16] Swiss Re,Sigma,2002／6