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在当前竞争激烈的保险市场环境中，D保险公司甘肃分公司寿险既面临着诸多挑战，也迎来了众多发展机遇。本文深入探讨了其寿险业务的营销策略现状及存在的问题，并针对这些问题提出了具体的优化方案与实施保障措施。旨在通过系统的分析与优化，提升公司人寿寿险业务的竞争力，为公司的可持续发展奠定坚实基础，同时为同类企业提供可借鉴的营销策略优化路径。

本文首先对寿险业务与保险营销的核心概念进行了系统界定，并梳理了相关理论基础。在此过程中，引入了服务营销领域的经典理论，包括STP理论、7P营销理论和感知控制理论，同时采用了PEST分析、波特五力模型等战略分析工具，为后续的研究工作奠定了坚实的理论基础。通过对国内外寿险业务营销策略研究综合评述，本文系统地总结了该领域的研究现状，并指出了当前研究中存在的空白点和不足之处。基于此，本文明确了具体的研究方向，并阐述了研究的创新点。

在深入分析D保险公司甘肃分公司寿险业务现状及问题方面，论文通过内部员工访谈与顾客问卷调查相结合的方式，全面揭示了公司在产品、价格、渠道、促销、人员、购买流程以及有形展示等方面存在的具体问题。产品同质化严重、价格竞争力不足、单一渠道依赖性过高、促销手段缺乏创新、人员专业性不足、购买流程复杂以及缺乏高效的有形展示等问题，均成为制约公司寿险业务发展的关键因素。针对这些问题，论文进一步深入分析存在这些问题的原因，提出了D保险公司甘肃分公司寿险营销策略的优化对策。首先，通过市场细分、目标市场选择及定位，明确了公司的市场定位与发展方向。其次，从产品、价格、渠道、促销、人员、服务过程以及有形展示等七个方面提出了具体的优化对策，旨在全面提升D保险公司甘肃分公司寿险业务的竞争力。为确保优化方案的有效实施，论文还从财务、组织、技术三方面提出了优化策略实施的保障措施，为公司的可持续发展提供了有力的支撑。

综上所述，本文的研究不仅为D保险公司甘肃分公司的寿险营销策略优化提供了理论指导与实践参考，也为同类企业在激烈的市场竞争中寻求突破与发展提供了有益的借鉴与启示，具有较高的理论价值与实践意义。

关键词：保险营销 寿险业务 7P营销理论 感知控制

In the fiercely competitive insurance market, D Insurance Company Gansu Branch's life insurance business faces both challenges and opportunities. This paper delves into the current marketing strategies and existing issues of its life insurance business, proposing specific optimization plans and implementation safeguards. The aim is to enhance the competitiveness of the company's life insurance business through systematic analysis and optimization, laying a solid foundation for sustainable development and offering a reference path for similar enterprises.

This paper first systematically defines the core concepts of life insurance business and insurance marketing, and reviews the relevant theoretical foundations. In this process, classic theories from the field of service marketing are introduced, including STP theory, 7P marketing theory, and perceived control theory. Additionally, strategic analysis tools such as PEST analysis and Porter's Five Forces model are employed, laying a solid theoretical foundation for the subsequent research work. Through a comprehensive review of domestic and international research on life insurance marketing strategies, this paper systematically summarizes the current research status in this field and identifies gaps and deficiencies in existing research. Based on this, the paper clarifies the specific research direction and elaborates on the innovative points of the study.

In an in-depth analysis of the current situation and issues of D Insurance Company Gansu Branch's life insurance business, the paper, through a combination of internal employee interviews and customer surveys, reveals specific problems in products, pricing, channels, promotions, personnel, purchasing processes, and physical evidence. Issues such as severe product homogenization, inadequate pricing competitiveness, over-reliance on single channels, lack of innovative promotional methods, insufficient personnel professionalism, complex purchasing processes, and the absence of effective physical evidence are key factors constraining the company's life insurance business development. The paper further analyzes the reasons behind these issues. Based on this analysis, it proposes optimization strategies for D Insurance Company Gansu Branch's life insurance marketing. Firstly, it clarifies the company's market positioning and development direction through market segmentation, target market selection, and positioning. Secondly, specific optimization measures are proposed in seven aspects: product, price, channel, promotion, personnel, service process, and physical evidence, aiming to comprehensively enhance the competitiveness of the company's life insurance business. To ensure the effective implementation of the optimization plan, the paper also proposes safeguard measures from financial, organizational, and technical perspectives, providing strong support for the company's sustainable development.

In summary, this research not only provides theoretical guidance and practical reference for the optimization of D Insurance Company Gansu Branch's life insurance marketing strategies but also offers valuable insights and inspirations for similar enterprises seeking breakthroughs and development in the intense market competition, possessing high theoretical and practical significance.

Keywords：Insurance Marketing; Life Insurance Business; 7P Marketing Mix Theory; Perceived Control