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1、AbstractAsmorefurtherrefonningofChineseeconomicandsocial,theimportantpositionoftheinsuranceindustryinthenationaleconomyhasbeenestablished,theopennessofinsurancemarketisrising,marketsupervisionandregulationismoreeffective,rapidgrowinginChineseinsurancemarket.ThesizeofChinese
2、lifeinsurancemarkethasbeenmorelargerthanpropertyinsurance.Butbehindthisprosperity,therearesomeproblemsaffectingthedevelopmentofchinseslifeinsuranceindustry,suchasinefficientmanagement,highcostofsales,etc.TaipingLifeInsuranceCo.,Ltd.isrelativelyuniqueintheindustry.Sinceitsin
3、ception,thepersonalbusinessofTaipingLifeInsuranceCo.,Ltdhasalwaysinsistedona"threehighHstrategy,tobuildHthreehigh"teamof"high-ability,high-quality,high-performanceandstrivetobecomethebestbrandofthehigh-endlifeinsurancemarketinChina.Afteraperiodoftime,TaipingLifeInsuranceCom
4、panyhasbeenaheadoftheothercompanyestablishedinthesametime,totalannualpremiumsrankedseventh.In2010,TaipingLifehassufferedabottleneckofthedevelopment,theincreaseofmarketshareisnotsignificantly.ConsideringthegainsandlossesofTaipingLife'soperating,authorofthisarticletookastudyo
5、nthehigh-endlifeinsurancemarketstrategy.Atthefirst,thisarticlereviewstheuseofrelevanttheory,andthendescribesthehistoryandthestatusquoofChineselifeinsuraneeindustry.Next,thisarticletakesananalysingonthemarketingstrategyoflifeinsurancecomnapiesinHubei.Basedonthepreviousconten
6、ts,thisarticletakesastudyonthecaseofTaipingLifeHubeibranch.Finally,usingthetheoryofSTPand7Ps,thisarticlemakessomerecommendationsaboutstrategyandbusinessplanofTaipingLifeHubeibranch.Inthispaper,studyingonmiddleandhigh-endlifeinsurancemarket,hascertaininnovative,therearesomeR
7、ealisticSignificanceandacertainreferencevalueinthedevelopmentoflifeinsurancecompanies-Keywords:LifeInsurancMarketingStrategyHigh-endMarketsMarketingSegmentation目录摘要IAbstractII1引言11.1研究背景11.2研究目的和意义21.3研究方法与论文结构22营销理论与方法综述52.1STP营销理论52.2服务行业的7Ps策略73中国寿险行业的历史、现状与发展趋势93.1中国寿险行
8、业的发展历史93.2中国寿险行业市场现状103.3中国寿险行业发展趋势114湖北寿险企业发展现状和营销策略144.1湖北寿险企业发展现状144.2湖北市场寿险公司营
