本科论文目 录摘 要...................................................................................................................IAbstract.....................................................................................................................II引 言...................................................................................................................11 理论概述...............................................................................................................31.1 保险的内涵和作用.......................................................................................31.2 营销组合相关理论概述...............................................................................32 国内外保险行业现状及营销组合的差异...........................................................52.1 国内保险行业发展现状和营销模式...........................................................52.2 国外保险行业发展现状和营销模式...........................................................62.3 中国人寿沈阳分公司营销组合现状...........................................................73 中国人寿沈阳分公司营销组合问题分析...........................................................93.1 保险险种单一...............................................................................................93.2 产品销售渠道狭窄.......................................................................................93.3 定价机制存在不合理.................................................................................113.4 产品促销手段不成熟.................................................................................124 中国人寿沈阳分公司营销组合的对策.............................................................134.1 增强产品多样性.........................................................................................134.2 拓展新的营销渠道.....................................................................................134.3 节省运营成本使定价趋于合理..................
