摘 要
人保财险吉林市分公司营销渠道策略研究
随着经济的高速发展，保险业在我国发展迅速，从初期人们的不信任、不
参与，到消费者的主动投保，这是一种翻天覆地的变化。在保险市场竞争日益
激烈的今天，保险行业也由最初的一家企业发展到现在的众多企业，各种先进
的营销理念及营销方式纷纷进入中国市场，保险公司在市场中面临着各种新的
挑战，保险公司竞争非常激烈，都是在不断地退出新的产品，来吸引客户，达
到市场的巨大的占有率，从各个方面来研究发现推动各自公司的发展。人保财
险吉林分公司也在这样激烈的市场下不断发展创新，但是在发展的过程中也出
现了一些问题，发展的速度减慢，市场的占有率不断下降等等，人保财险要尽
快的从自身找到原因。企业营销渠道方面对于整个人产品营销有着巨大的作用，
为此要在全方位进行改善。营销渠道的工作贯穿整个保险销售的始终，希望改
善营销渠道从而改变劣势，继续领跑保险市场。

首先本文对营销渠道的相关经济理论进行了描述，让读者首先对营销渠道
有一定的了解，并介绍了人保财险公司吉林分公司目前的市场经营状况了，阐
述其存在的问题，并对接着介绍了人保财险吉林分公司发展中的状况，并对所
处的市场的政治、经济环境的进行了分析。然后有针对市场进行了市场的细分，
目标的选定等等，最后针对这样的状况进行了管理上的分析。

全文对营销渠道进行分析后提出相关的策略方案进行调整，其实都是要针
对消费者的需求而言。向消费者营销的是适合的产品，这样的营销理念的影响
下，我国保险行业才会不断的发展前进。

关键词：
人保财险，营销渠道，营销策略
Abstract
PICC Property Jilin Branch Company Marketing Channel Strategy
Research
With the rapid development of economy, the insurance industry in our country is
developing rapidly.This is a change in turn the world upside down,From the early
days of people's distrust, not to participate in, to get the trust of consumers.In the
increasingly fierce competition in the market today, the insurance industry has
developed from a business to the present development of large enterprises.When a
variety of advanced marketing idea and marketing have entered the Chinese market,
insurance companies in the market is facing new challenges. the insurance company
competition is very intense, is continuously withdrawn from the new products, to
attract customers, achieving the huge market share. from the aspects of promoting
their respective companies to develop. Jilin branch of PICC in so intense market
innovation and continuous development, but in the process of development, also
appeared a few problems.For example, development slowed, market share drops
ceaselessly etc.PICC Property Insurance as soon as possible from their own to find
reason. Enterprise marketing channel aspects must to improve. Marketing channels
work throughout the insurance sales from beginning to end, We hope to improve the
marketing channel to change inferior position, continue to lead the market of
insurance.
This paper is on the issues presented, also allow the reader to understand the
theory of marketing channels concept.Then introducing the PICC Jilin branch current
market operating state,. The Department of market politics and economy environment
are analysed. Then in view of market of market segmentation, target selection and so
on, at last to analysis the management in the status .
The full text of the marketing channels analysis, are in fact according to
consumer demand. Products must be suitable . The marketing concept under the
influence, China's insurance industry will continue the development and progress.
Keyword：
PICC Property; Marketing channel ;Marketing strategy