当前,我国保险企业营销的政治、经济、社会、科技环境都发生了深刻变化,保险企业也面临着同业竞争和其他市场主体竞争的双重压力,因此,保险企业要选择关键要素,重组营销策略;依托大数据技术,建立差异化营销体系;构建运营管理模块,保障营销策略落地。选择关键要素重组营销策略在21世纪的前10年,以中国人寿和中国人民保险财险为代表的保险巨头的市场份额年复一年地被蚕食。当时险企第一梯队所争 At present, profound changes have taken place in the politics, economy, society and science and technology environment of insurance enterprise marketing in our country. Insurance companies also face the dual pressures of peer competition and other market players. Therefore, insurance companies should choose key elements and reorganize their marketing strategies. Rely on big data technology, establish a differentiated marketing system; build an operation management module to ensure that the marketing strategy is put to the ground. Select Key Factors Restructuring Marketing Strategy In the first decade of the 21st century, the market share of insurance giants represented by China Life Insurance and PICC Property and Casualty Insurance has been eroded year after year. At that time the first echelon of insurance companies fight