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20世纪90年代中期,国内寿险业营销理念的导入,推动了中国保险业的结构性变化,由非寿险业务主导市场的态势,渐变为寿险业务占较大份额的倒置结构。2003年全国保费收入3880.4亿元,非寿险仅占比23％左右,年增速也滞后于寿险近21个百分点,而寿险保费已有了5％以上来自营销。构建有核心竞争力的营销模式,重组整体竞争优势,成为新形势下诸家非寿险公司提高适应效率的管理战略。
In the mid-1990s, the introduction of the domestic marketing concept of life insurance promoted the structural changes in China’s insurance industry. The trend of non-life insurance business dominated the market gradually changed to the inverted structure with a larger share of life insurance business. In 2003, the country’s premium income was 388.04 billion yuan, with non-life insurance accounting for only about 23%. The annual growth rate lagged behind that of life insurance by nearly 21%. Life insurance premiums have been more than 5% from marketing. Build a marketing model with core competitiveness and restructure the overall competitive advantage and become the management strategy for various non-life insurance companies to improve their adaptability in the new situation.