本文以 RSSD 公司为研究对象，通过分析 RSSD 公司的寿险营销策略现状，发现
RSSD 公司存在缺乏营销观念创新、缺乏与互联网深度融合、客户挖掘与保留能力欠
缺、客户满意度有待提高和营销人员的综合素质行为不规范等问题。接着本文从外部
环境、内部环境和 SWOT 三个方面分析了 RSSD 公司的营销环境，在 RSSD 公司的
寿险营销问题和营销环境分析的基础上，借助市场营销的理论，对 RSSD 公司的寿险
营销目标、寿险市场细分、市场选择和市场定位进行了介绍。最后，基于以上分析内
容，本文运用 4P 营销组合理论，从产品策略、价格策略、渠道策略和促销策略四个
方面，详细的制定了 RSSD 公司的寿险营销策略，期望通过以上分析，来破除 RSSD
公司目前寿险营销过程中存在的问题，增强市场竞争力，稳固 RSSD 公司的市场地位，
扩大竞争优势
关键词：寿险；营销环境；STP 策略；营销策略山东理工大学硕士学位论文 ABSTRACT
II
ABSTRACT
Life insurance has the ability to gather and disperse social resources, to achieve a
small task, the individual or family, business risk to a minimum role. Life insurance as an
important financial tool for China&39;s financial-related areas of the rich and development
plays an irreplaceable role. People generally more understanding of the life insurance
industry, or even misunderstanding, people more money into the bank and other areas of
security, and the uncertainty of the life insurance industry to take a cold, negative attitude,
lack of enthusiasm and concern degree. In recent years, with the rapid growth of China&39;s
economy, people&39;s disposable income more and more people&39;s investment and health care
concept gradually strengthened, life insurance gradually into people&39;s vision, people also
have a more comprehensive, new understanding And the understanding of China&39;s life
insurance marketing in the development model, product type, business strategy and
management methods and other related aspects have emerged a series of problems, to this
end, China&39;s life insurance marketing strategy research has important value.
In this paper, RSSD company as the research object, by analyzing the status of
RSSD&39;s life insurance marketing strategy, found that RSSD company lack of marketing
concept innovation, lack of integration with the Internet, lack of customer excavation and
retention, customer satisfaction and marketing staff to improve Quality behavior is not
standardized and other issues. Then, this paper analyzes the marketing environment of
RSSD from the external environment, internal environment and SWOT. On the basis of
RSSD&39;s life insurance marketing problem and marketing environment analysis, with the
help of marketing theory, the RSSD company&39;s life insurance marketing goal, Life
insurance market segmentation, market selection and market positioning were introduced.
Finally, based on the above analysis, this paper uses the 4P marketing mix theory, from the
product strategy, price strategy, channel strategy and promotion strategy four aspects, the
detailed development of the RSSD company&39;s life insurance marketing strategy, hope
through the above analysis, to get rid of RSSD The current life insurance marketing
process problems, enhance market competitiveness, stable RSSD market position, expand
the competitive advantage.
Key words: Life insurance; Marketing environment; STP strategy; Marketing strategy山东理工大学硕士学位论文 目录
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目 录
摘要........ I
ABSTRACT..II
目 录......III
第一章 绪 论....1
1.1 研究背景与意义.....1
1.1.1 研究背景......1
1.1.2 研究意义......1
1.2 国内外研究现状.....2
1.2.1 国外研究现状..........2
1.2.2 国内研究现状..........4
1.2.3 国内外研究评述......7
1.3 研究内容与方法.....7
1.3.1 研究内容......7
1.3.2 研究方法......8
1.3.3 技术路线图..8
第二章 寿险营销的基本理论......10
2.1 基本概念....10
2.1.1 寿险的基本内涵.....10
2.1.2 营销与寿险营销的内涵.....11
2.2 理论基础....11
2.2.1 STP 营销策略........11
2.2.2 4P 营销策略组合理论.......12
第三章 RSSD 公司寿险营销策略现状及存在问题.......14
3.1 RSSD 公司简介....14
3.2 RSSD 公司现有营销策略15
3.2.1 产品策略....15
3.2.2 营销人员策略........16
3.2.3 品牌促销策略........1
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