摘要
加快农村保险发展,既是满足保险业自身发展的需要,更是保险业所必须承担的社会责任。发展农村保险市场首要的前提就是要增强广大农民的保险意识,因而,农村的保险宣传工作就显得尤为重要。必须解决当前农村保险宣传工作存在的宣传不规范、专业性太强、跟风式宣传、短期行为较多、缺乏长效机制等问题,要按照保监会提出的"积极主动、灵活适度、持续不断、形成合力"的保险宣传十六字方针,卓有成效地开展保险宣传工作,在政策和舆论上营造有利条件,赢得支持和关注;探索一条符合农村实际的保险宣传之路。
Accelerating rural insurance development not only satisfies the needs for further development of the insurance in- dustry but also is a social responsibility that the industry must undertake. The precondition for rural insurance development is to enhance the insurance awareness of rural population, therefore publicity work for insurance is exceptionally important. Some of the problems such as irregular publicity, jargonism, lack of creativeness, short-term activity and lack of long-term mechanism, should be solved. The insurance sector should follow the principles of ＂proactive and active, flexible and appropriate, consistent and collaborative＂ of CIRC in undertaking insurance publicity work, creating a positive policy and public environment and winning support and attention. In so doing, we can blaze a practical publicity model in the rural market.
出处
《保险研究》
CSSCI
北大核心
2007年第6期50-51,共2页
Insurance Studies
关键词
农村保险
保险宣传
保险意识
rural insurance
insurance publicity
insurance awareness
