摘要
摘要
自改革开放以后，我国经济增长速度迅猛，国民手中可以用来支配的资金增加，由
于国民对风险保障的需求逐渐增长，保险公司雨后春笋般兴起，各家保险公司纷纷推出
自己的保险产品，保险市场空前繁荣。K保险公司就是在这种境遇下成立的，公司既有
自身优势，又存在许多问题，它需要总结归纳市场营销策略的优化建议，解决眼前面对
的问题，以此推动公司可持续发展。
本文以 K保险公司作为研究对象，对国内外研究现状进行梳理，以 4P营销理论、
PEST分析法和波特五力模型作为理论支撑。立足于 K保险公司经营现状的基础上，对
公司产品体系、价格策略、营销渠道、促销策略 4个方面开展营销现状分析，然后通过
市场环境和行业环境两个方面进行市场营销环境分析。市场环境分析主要是从政治环
境、人口环境、经济环境、科学技术环境 4个方面进行分析，行业环境分析主要是从渠
道供应商、消费者、潜在竞争对手、替代产品、同业竞争能力 5个方面进行分析。借助
问卷调查的方式，对调查数据进行统计分析，提出 K保险公司营销策略存在的几个问题：
第一，产品体系相对单一；第二，产品价格缺乏吸引力；第三，营销渠道较为狭窄；第
四，促销手段相对单调。通过对以上问题进行分析，得出问题存在的原因，分别为：组
织决策层距离市场较远；价格策略缺少主观能动性；营销渠道缺乏深度挖掘；促销策略
创新性不足。从公司长期发展的角度，提出优化对策，分别是：完善产品体系，提升产
品自身竞争力；优化价格策略，提升价格竞争力；加强银保渠道深度合作，发展多渠道
营销；开展现代化促销手段，提升产品口碑。
本文着眼于 K保险公司营销现状，理论结合实际，提出优化对策，从而使企业的发
展稳中求进。希望本文能对保险公司的营销策略优化提供具备较强实际意义的策略参
考。
关键词 4P营销理论营销策略策略优化
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Abstract
Abstract
Since the reform and opening up, China's economy has been growing rapidly, and the
funds available for citizens' disposal have increased. Due to the gradual growth of citizens'
demand for risk protection, insurance companies have sprung up like bamboo shoots after a
spring rain, and various insurance companies have launched their own insurance products one
after another, resulting in an unprecedented boom in the insurance market. K Insurance
Company was established under such circumstances. The company has both its own
advantages and many problems. It needs to sum up suggestions on the optimization of
marketing strategies and solve the problems in front of it so as to promote the sustainable
development of the company.
This paper takes K Insurance Company as the research object, combs the research status
at home and abroad, and takes 4P marketing theory, PEST analysis and Porter's Five Forces
model as theoretical support.Based on the operating status of K Insurance Company, the
marketing status analysis of the company's product system, price strategy, marketing channels
and promotion strategy is carried out, and then the marketing environment analysis is carried
out from the two aspects of market environment and industry environment.The analysis of
market environment is mainly carried out from four aspects: political environment, population
environment, economic environment and science and technology environment. The analysis
of industry environment is mainly carried out from five aspects: channel suppliers, consumers,
potential competitors, alternative products and industry competitiveness.By means of
questionnaire survey, this paper makes statistical analysis of the survey data and points out
several problems existing in the marketing strategy of K Insurance Company. First, the
product system is relatively single. Second, the product price is not attractive; Third, the
marketing channel is relatively narrow; Fourth, sales promotion is relatively
monotonous.Through the analysis of the above problems, the reasons for the existence of the
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Abstract
problem are as follows: the organizational decision-making layer is far from the market; Price
strategy lacks subjective initiative; Marketing channels lack of in-depth excavation; Lack of
innovation in promotion strategy.From the perspective of long-term development of the
company, optimization countermeasures are put forward, which are: improve the product
system, enhance the competitiveness of the product itself; Optimize the price strategy,
improve the price competitiveness; Strengthen in-depth cooperation in banking and insurance
channels and develop multi-channel marketing; Carry out modern promotion methods to
improve product reputation.
This paper focuses on the marketing status of K Insurance Company, combines theory
with practice, and puts forward optimization countermeasures, so as to make the development
of the enterprise progress in stability. It is hoped that this paper can provide a practical
reference for insurance company's marketing strategy optimization.
Keywords
4P marketing theory Marketing strategy Strategies to optimize
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