本科论文目录摘要Abstract.....引11市场营销策略相关理论概述31.1市场营销策略的内涵1.2市场营销策略的内容1.3市场营销策略的作用1.44P营销理论…2中国人保财险丰润分公司营销现状分析21中国人保财险丰润分公司简介…2.2中国人保财险丰润分公司市场营销现状3中国人保财险丰润分公司市场营销环境分析3.2公司内部环境分析3.3市场发展趋势3.4竞争对手分析.…4中国人保财险丰润分公司市场营销存在的问题分析134.1产品同质化严重134.2产品缺乏差异化定价4.3营销渠道过于传统.134.4促销力度不足135中国人保财险丰润分公司市场营销的创新策略145.1创新险种145.2创新价格机制.155.3创新营销渠道165.4提升促销能力16结论17参考文献1819本科论文摘要我国保险行业一直是关系到国计民生的重要行业，市场管理的重要手段。近年来更是取得了重大的进步，尽管我们取得了令人瞩目的成就，但是在国内保险普及的深度和密度仍远低于发达国家的水平。伴随保险行业日渐融入我们的日常生活，我国保险行业的发展潜力也越发明显。国民经济的快速发展也带动了保险业的快速发展，市场份额不断增加，市场开放性逐渐增强，竞争主体不断增加，竞争形势愈演愈烈。中国人保财险丰润丰公司作为唐山市丰润区的四级分公司，作为丰润区实力最强的保险公司，占着近一半的市场份额。但是随着太平、平安等更多竞争主体的涌入，丰润人保财险以后的发展形势愈发严峻。丰润人保面临的首要问题就是如何实现产品创新，提升市场竞争力，保持在财险市场的首要地位。本文通过分析丰润人保在营销中所存在的问题。运用SWOT分析法对丰润人保财险的战略定位做出分析，并通过4P营销理论分析丰润人保财险营销策略的创新方向)。构建以客户为中心的营销策略，打造丰润人保财险分公司“心”型服务体系，来促进丰润人保财险分公司的改革创新。关键词：保险公司；市场营销：策略创新；价格机制；促销能力本科论文AbstractChina's insurance industry has always been an important industry related tothe national economy and people's livelihood and an important means of marketmanagement.In recent years,significant progress has been made.Although wehave made remarkable achievements,the depth and density of insurance coveragein China is still far lower than that in developed countries.With the gradualintegration of the insurance industry into our daily life,the development potentialof China's insurance industry is becoming more and more obvious.The rapiddevelopment of the national economy has also led to the rapid development of theinsurance industry.The market share keeps increasing,the market opennessgradually increases,the number of competitors keeps increasing,and thecompetitive situation becomes increasingly fierce.Picc fengrun insurance co.,Itd.is a fourth-level branch of fengrun district,tangshan city,and the strongest insurance company in fengrun district,accountingfor nearly half of the market share.However,with the influx of taiping,ping anand other more competitive subjects,the development situation of fengrun picc hasbecome increasingly serious.The primary problem facing fengrun picc is how torealize product innovation,enhance market competitiveness and maintain theprimary position in the property insurance market.This paper analyzes the problems of Fengrun human resources insurance inmarketing.SWOT analysis is used to analyze the strategic positioning of PICC,and the innovation direction of PICC's property insurance marketing strategy isanalyzed through 4P marketing theory [1].Build a customer-centered marketingstrategy and create a"heart"service system of Fengrun PICC to promote thereform and innovation of Fengrun PICC.Keywords:Insurance company;Marketing;Strategy innovation;Price mechanism;Promotion ability