PAGE\*MERGEFORMATIII浅析中国人寿保险公司恩平分公司的市场营销渠道选择内容摘要在经济全球化以及我国加入世界贸易组织的背景之下，我国保险市场逐渐向外开放，国内竞争主体也越来越多，竞争也比以往更加激烈。并且我国经济经过这些年的平稳发展以及国内经济体制和经济环境的不断完善，居民收入大幅度提高，社会中产阶级增加，加上生活水平、消费水平和知识等因素的影响，消费者对保险业的需求也越来越多样化和个性化。为了维持可持续发展，人寿保险业面临着两大问题：一是如何让客户获得人寿保险产品和服务；二是人寿保险公司以什么样的方法为客户提供宝贵的服务以留住客源。为了探究如何使保险公司适应越发具有活力和竞争力的保险市场以及解决两大难题，本文从如何做好保险公司的营销渠道建设的工作方向进行研究，以中国人寿保险公司恩平分公司为研究对象，并结合了恩平当地实际情况对中国人寿保险公司恩平分公司营渠道单一、营销渠道广度不足、营销人员营销观念不足和营销渠道缺乏协同性等难题进行分析，结合所学的经济学和市场营销学等相关理论，进而提出了从客户角度设计营销渠道、科学培养销售队伍、提倡整合营销和精准营销等建议，为探索中国人寿保险公司恩平分公司市场营销渠道选择提供参考价值。关键词：中国人寿；保险；市场营销；营销渠道OnTheMarketChannelChoiceofEnpingBranchofChinaLifeInsuranceCompanyAbstractUnderthebackgroundofeconomicglobalizationandChina'saccessiontotheworldtradeorganization,China'sinsurancemarketisgraduallyopeningtotheoutsideworld,andtherearemoreandmoredomesticcompetitors,andthecompetitionismorefiercethanbefore.Andafteryearsofsteadyeconomicdevelopmentandcontinuousimprovementofdomesticeconomicsystemandeconomicenvironment,theincomeofresidentshasbeengreatlyincreased,theincreaseofsocialmiddleclass,coupledwiththeimpactoflivingstandards,consumptionlevelsandknowledgeandotherfactors,consumers'demandfortheinsuranceindustryhasbecomemoreandmorediversifiedandpersonalized.Inordertomaintainsustainabledevelopment,thelifeinsuranceindustryisfacingtwomajorproblems:first,howtoletcustomersobtainlifeinsuranceproductsandservices;second,whatkindofmethodslifeinsurancecompaniesprovidevaluableservicestocustomerstoretaincustomers.Inordertoexplorehowtomakeinsurancecompaniesadapttothemoredynamicandcompetitiveinsurancemarketandsolvethetwomajorproblems,thispaperstudieshowtodoagoodjobintheconstructionofmarketingchannelsofinsurancecompanies.Inthispaper,EnpingbranchofChinaLifeInsuranceCompanyistakenastheresearchobject,andbasedontheactualsituationofEnping,theauthoranalyzestheproblemsofsinglebusinesschannel,insufficientmarketingchannelbreadth,insufficientmarketingconceptofmarketingpersonnelandlackofcoordinationofmarketingchannelofEnpingbranch