As a marketing model connecting with the target market of customers directly and economically, DBM has a bright future in the condition of furious competition in life insurance in China.

• 本文以国内一家刚刚成立不满3年的某寿险公司为例，深入探讨了数据库营销在寿险企业中的运用实践，这家公司在开业初始就在银行保险引入了数据库营销，并成功应用直复营销模式。