本科论文目录摘Abstract.…引言11营销模式概述31.2寿险营销模式分类32保险公司寿险营销模式发展及现状.62.1辽宁省人寿保险公司简介62.2国内外寿险公司发展现状分析2.3辽宁省人寿保险公司寿险营销模式.…83辽宁省人寿保险公司营销模式中存在的问题113.1客户对产品认知不全113.2营销渠道单一113.3寿险产品创新性低113.4忽略客户的售后服务124营销模式的创新及建议.144.1增强客户对于产品的了解.…4.2采用线上线下相结合的营销模式144.3开发新产品，提升产品创新度154.4加强客户售后服务体验16结18参考文献19致谢21本科论文摘要现如今，中国的寿险行业发展参差不齐，但同时保险行业作为金融行业之一，随着国家的发展不断发展壮大起来，是一种朝阳产业。其中人寿保险有着其独特的发展优势。在著名的马斯洛需求层次理论中，我国已经超越追求生理需求阶段，大部分国民己经开始追求安全层次需要，即人身安全。但是人寿保险在自身发展的同时也存在着一些问题，现阶段人寿保险也在不断完善，在人民的生活中也起到了重要的作用。本篇论文基于对辽宁省人寿保险公司的深入研究。对辽宁省人寿保险公司的营销模式进行研究、分析，了解到目前寿险行业在营销方面不尽如人意。比如营销渠道单一、寿险产品创新性低、不能针对性的向客户进行销售等问题。其本质因素在于营销管理者的决策制定。也与目前寿险行业所处的社会环境、人们的观念意识，从业者的专业能力有关。本文通过对营销模式的深入分析，同时在多方面提出问题并作出相应解答。希望通过本次研究尽可能改变目前寿险的营销现状，使寿险行业更加适用于市场的需求。关键词：保险行业；营销模式；营销渠道本科论文AbstractNowadays,the development of China's life insurance industry is uneven,but at the same time,as one of the financial industries,the insurance industry isa rising industry with the continuous development of the country.Among them,life insurance has its unique development advantages.In the famous Maslow'shierarchy of needs theory,China has surpassed the stage of pursuingphysiological needs,and most citizens have begun to pursue the needs ofsecurity level,that is,personal safety and health.However,life insurance alsohas some problems at the same time of its own development.At this stage,lifeinsurance is constantly improving,and it has also played an important role inpeople's lives.This paper is based on an in-depth study of Liaoning Life InsuranceCompany.Research and analyze the marketing model of Liaoning LifeInsurance Company.Learned that the current life insurance industry is notsatisfactory in terms of marketing.For example,the level of practitioners isuneven,customers have more difficult to understand the types of insurance,themarketing channel is single,the marketing service awareness is weak,and thebusiness ability is not high.The reason is that the essential factor lies in thedecision-making of marketing managers.It is also related to the current socialenvironment in which the life insurance industry is located,people's conceptawareness,and the professional capabilities of practitioners.This article throughin-depth analysis of the marketing model,at the same time raise questions invarious aspects and make corresponding answers.It is hoped that this researchwill change the current marketing status of life insurance as much as possible,sothat the life insurance industry is more suitable for the needs of the market.Key words:insurance industry;Marketing mode;Marketing channels