Marketingo strategijų taikymo Lietuvos gyvybės draudimo paslaugų rinkoje problemos

LTŠiame straipsnyje pirmiausiai teoriniu požiūriu apibūdinamos marketingo strategijos, taikytinos gyvybės draudimo paslaugų rinkoje. Siekiant atskleisti marketingo strategijų taikymo Lietuvos gyvybės draudimo paslaugų rinkoje prielaidas, analizuojama šios rinkos struktūra ir konkurencingumo lygis. Remiantis autoriaus atlikto tyrimo rezultatais nusakomos Lietuvos gyvybės draudimo paslaugų rinkoje taikomos marketingo strategijos. [Iš leidinio]Reikšminiai žodžiai: Draudimo paslaugų rinka; Draudimo įmonės; Gyvybės draudimas; Gyvybės draudimo rinka; Konkurencingumas; Marketingo strategijos; Paslaugos; Competitiveness; Insurance companies; Insurance services market; Life insurance; Life insurance market; Lithuania; Marketing strategies; Services.

ENLithuanian life insurance services market is in development stage in meanwhile. Though competitiveness increases in it. It is more difficult for new companies to enter to this market. Companies that achieve to act successfully in Lithuanian life insurance services market have to prepare corresponding marketing strategies. This article first presents theoretical marketing strategics application aspects in life insurance services market. It enumerates marketing strategics, which can be applied in Lithuanian life insurance services market, basing on other separate authors opinion. Article presents definitions of these strategics and describes analysis of their application cases. Article presents analysis of Lithuanian life insurance services providers market structure and their competitiveness. 9 life insurance companies act in comparing small Lithuanian life insurance services market. Lithuanian life insurance services providers market concentration level decreasing tendency tells about growing more active competitiveness in this market. Lithuanian life insurance services market becomes close to oligopoly market structure.Characteristic features of this kind of market are these: dominant one group of insurance companies whose dominancy in market decreases; increases competitive role of two separate insurance companies; comparing big market concentration: five insurance companies from nine occupy even 97 percent of market; it is difficult for new companies to enter this market (big costs of entering the market). As a matter of fact companies practice penetration and services development marketing strategics in Lithuanian life insurance services market. Corresponding life insurance companies apply market leader and market pretender marketing strategics. Lithuanian life insurance companies not enough attention pay to strategic marketing planning, marketing research and customer market segmentation so far. Some Lithuanian life insurance companies managers marketing strategics form leaning upon intuition. [text from author]