摘 要: 近年来，中国的快速经济进步，导致保险业迅速发展，市场规模不断扩大的同时，市场竞争加剧。竞争激烈的市场逐渐形成的格局和是仍在不断深化，导致市场集中度继续下降。今天，保险业也面临着如何改革和发展，以更好地适应市场趋势及消费者需求。在当今市场需求为导向，保险营销受到各大保险公司越来越多的关注。保险营销中保险企业要充分了解客户需求，在各种保险需求的基础上的方法运用营销组合，以满足更多客户的需求，以便更好地实施保险业务活动。保险和市场营销相结合就是进行市场调研，探索市场需求，进行市场细分，确定保险市场的目标群体，根据调查结果中的目标市场以及市场定位，设计或组合新的保险产品，以及相应的销售保险产品的渠道营销战略和一系列的保险产品销售服务。本文在研究保险营销理论的基础上，分析泰康人寿保险公司的现状以及其营销环境。基于对宏观环境和行业环境分析，市场细分，目标市场，市场定位，这三个方面的战略定位，分析泰康的营销策略，并根据现实情况作出的优化设计。
关键词：保险营销 环境分析 STP营销战略 营销策略
ABSTRACT:In recent years, China's rapid economic progress, led to the rapid development of the insurance industry, rapid growth in the number of market players. The market competition intensified, competitive market gradually form a pattern and is still deepening, leading to market concentration continued to decline. Today, the insurance industry is also faced with how to reform and development in order to better adapt to market trends and consumer demand. On the demand-oriented market today, Insurance Marketing, more and more attention of major insurance companies. Insurance Marketing Insurance companies must fully understand customer needs, insurance needs in a variety of ways, based on the use of marketing mix to meet the needs of more customers in order to better carry out insurance activities. Combination of insurance and marketing is to conduct market research, to explore the market demand, market segmentation, target groups to determine the insurance market, according to the findings of the target market and market positioning, design or a combination of new insurance products, and the corresponding sales insurance products, channel marketing strategies and a range of insurance products sales service. Based on the study of the insurance marketing theory to analyze the status of Taikang Life Insurance Company, as well as its marketing environment. Based on the macro environment and industry environment analysis, market segmentation, target market, market positioning, these three aspects of strategic positioning, marketing strategy analysis of Taikang, and according to the optimal design made reality.
Keywords：Insurance Marketing；Environment Analysis ；STP Marketing Strategy ；Marketing Strategy
