本文以保险业的全球化市场调整带来的消费行为变化为背景,分析目前我国保险业市场营销管理呈现出的一些显著的问题,如企业支付能力弱、非法竞争现象突出、保险业内部营销混乱等。文章针对这些问题,提出一些对策与建议。 In this paper, based on the change of consumer behavior caused by the globalization of the insurance industry, this paper analyzes some significant problems in the current marketing management of China’s insurance industry, such as the weak ability of enterprises to pay, the prominent phenomenon of illegal competition and the internal marketing mess in the insurance industry Wait. In response to these problems, the article put forward some countermeasures and suggestions.