摘 要由于近几年经济的快速发展，人们的生活水平也发生了很大的变化，人们在需求上也有了很大的改变，不仅是精神上的需求更多，物质上的需求也更加多样化，在生活质量上有了更高的要求，也更加注意安全和健康以及理财上的问题等。在这一形势下，保险行业逐渐的发展起来，但随着全球经济化以及一些政策的影响，我国的人寿保险市场在一定程度上受到了很大的影响。对于人寿保险行业来说这种环境既有利也是有弊的；一方面是人们对保险产品需求变大，另一方面是保险行业也面临着众多的挑战，竞争也越来越激烈。在这样的一个条件下，所有的保险公司都需要在营销策略上做出不断地创新和改善，并且实际的运用到现实中，这对企业自身来说也是至关重要的一点。在文中，我选取了中国人寿保险作为研究样本，以市场营销理论为指导，运用 4P 理论来分析中国人寿目前的营销策略现状，并针对其中出现的问题提出相应的建议，推动企业在当前经济环境下持续健康的发展。关键词：营销策略；人寿保险；4P 理论AbstractWith the rapid economic development in recent years, people's living standards have also been greatly improved, so there has been a great change in demand, not only more spiritual needs, more diversified material needs, higher requirements in the quality of life, but also more attention to safety and health and financial problems. Under this situation, the insurance industry has gradually developed, but with the global economicization and the influence of some policies, the life insurance market in China has been greatly affected to a certain extent. Such a big environment, for the life insurance industry is a double-edged sword; on the one hand, people's demand for insurance products has become larger, on the other hand, the insurance industry is also facing many challenges, and the competition is becoming more and more fierce. Under such a condition, all insurance companies need to make continuous innovation and improvement in marketing strategy, and apply it to reality in practice, which...
