摘要保險(xiǎn)市場(chǎng)是金融市場(chǎng)體系的重要組成部分。隨著市場(chǎng)經(jīng)濟(jì)的不斷深入和完善,社會(huì)各界對(duì)保險(xiǎn)的需求不斷增大,保險(xiǎn)發(fā)揮著越來(lái)越重要的作用。如何加快保險(xiǎn)業(yè)的發(fā)展,迎接入世后的挑戰(zhàn),以適應(yīng)和滿足社會(huì)主義市場(chǎng)經(jīng)濟(jì)發(fā)展的需要,是擺在我們面前迫切需要解決的問(wèn)題。基于上述緣由,文章從保險(xiǎn)營(yíng)銷環(huán)境的基本概念及內(nèi)容入手,詳細(xì)分析了中國(guó)平安人壽保險(xiǎn)公司的保險(xiǎn)營(yíng)銷環(huán)境，并對(duì)公司目前的營(yíng)銷發(fā)展思路作了淺析。通過(guò)這些論述和分析我們可以清楚，企業(yè)在生產(chǎn)經(jīng)營(yíng)管理過(guò)程中應(yīng)善于通過(guò)市場(chǎng)營(yíng)銷環(huán)境分析以評(píng)估環(huán)境威脅與環(huán)境機(jī)會(huì)，避害趨利，爭(zhēng)取比競(jìng)爭(zhēng)者在同一市場(chǎng)機(jī)會(huì)中取得更好的營(yíng)銷業(yè)績(jī)。本文共分四章。通過(guò)SWOT分析方法對(duì)中國(guó)平安人壽保險(xiǎn)公司的營(yíng)銷環(huán)境進(jìn)行分析。第一章是緒論部分，論述保險(xiǎn)營(yíng)銷環(huán)境的概念、特點(diǎn)、以及營(yíng)銷環(huán)境與營(yíng)銷活動(dòng)的關(guān)系和SWOT分析方法。第二、三章是營(yíng)銷環(huán)境的內(nèi)容部分，結(jié)合中國(guó)平安人壽保險(xiǎn)公司的宏觀、微觀營(yíng)銷環(huán)境和行業(yè)特點(diǎn)，分析各種營(yíng)銷環(huán)境對(duì)市場(chǎng)營(yíng)銷活動(dòng)的影響。第四章是對(duì)中國(guó)平安人壽保險(xiǎn)公司營(yíng)銷環(huán)境分析與營(yíng)銷對(duì)策部分。通過(guò)對(duì)中國(guó)平安人壽保險(xiǎn)公司營(yíng)銷環(huán)境的優(yōu)勢(shì)、劣勢(shì)、機(jī)會(huì)和威脅進(jìn)行分析，找出企業(yè)面對(duì)各種情況所采取的相應(yīng)營(yíng)銷對(duì)策，幫助企業(yè)發(fā)揮優(yōu)勢(shì)、克服劣勢(shì)、利用機(jī)會(huì)、化解威脅。本文力求觀點(diǎn)鮮明，言簡(jiǎn)意賅。由于本人水平有限，難免有取舍不當(dāng)之處，敬請(qǐng)各位老師批評(píng)指正。關(guān)鍵詞保險(xiǎn)營(yíng)銷環(huán)境；SWOT分析方法；環(huán)境機(jī)會(huì)；環(huán)境威脅ABSTRACTTheinsurancemarketistheimportanceofthefinancialmarketsystemtoconstitutepart.Alongwithmarketeconomycontinuouslythoroughandperfect,socialpublic'sneedtoinsuranceenlargescontinuously,insuranceexertivemoreandmoreimportantfunction.Howspeedthedevelopmentofinsuranceindustry,greetintoalifetimebehindofchallenge,withorientationwithsatisfysocialismmarketeconomydevelopmentofdemandistheproblemwhichputsinourinfronttoneedtoberesolvedurgently.Accordingtotheabove-mentionedreason,thearticlecommencesfrombasicconceptandcontentsofinsurancemarketingenvironment,analyzingtheinsurancemarketingofpeacefulinsurancecompanyinChinaenvironmentindetail,andtocompanycurrentmarketingdevelopmentthewayofthinkingmadeanalysis.Passingthese'sdiscussingandanalyzinguscanknow,thebusinessenterpriseshouldbeduringtheperiodofproducingamanagementmanagementgoodatpassingtheenvironmentanalysisofthemarketmarketingwithvaluationenvironmentthreatandenvironmentopportunity,avoidtoharmtotendbenefit,fightforobtainingabettermarketingaccomplishmentinsamemarketopportunitythanthecompetitor.Thistextistotallydividedinto4.Carryonanalysisthroughmethod'smarketingtopeacefulinsurancecompanyinChinaoftheSWOTanalysisenvironment.Chapter1isanintroductionpart,discussinganinsurancemarketingtheanalyticalmethodofconcept,characteristics,andtherelationshipwithmarketingactivityofthemarketingenvironmentandSWOToftheenvironment.Thecontentspartwhichisamarketingenvironmentofthesecondandthreethchapter,combinepeacefulinsurancecompanyinChinaofmacroview,tinyviewmarketingenvironmentandprofessioncharacteristics,analyzetheinfluenceofvariousmarketingenvironmentuponthemarketmarketingactivity.Chapter4istoChina'speacefulnalysisandmarketingcounterplanofthemarketingenvironmentoftheinsurancecompanyarepartof.Advantage,badsituation,opportunityandthreatwhichpasstoChinapeacefulmarketingenvironmentoftheinsurancecompanycarryonanalysis,findingoutabusinessenterprisetofacewhatvariouscircumstanceadopttocorrespondamarketingcounterplan,helpingabusinessenterpriseexertiveadvantage,overcomebadsituation,opportunitytomakeuseofanddissolvethreat.Thistexttrieshardforstandpointfreshandclear,talkChienideaissimpleanddirect。Becauseoneselfthelevelislimited,havingthetakingorrejectingthenotappropriateplaceun