摘要
我国保险营销经历了从产品观念向推销观念的转变,但以推销观念为指导的个人推销模式面临着营销观念落后、营销模式单一且销售人员素质低、保险营销人员流失问题严重和行业信用低下等一系列问题。解决这些问题,保险营销创新是唯一的出路。保险公司应该从以下四个方面进行保险营销创新:保险营销观念创新、模式创新、手段创新和营销整合创新等。
The insurance marketing of China has experienced a change from product concept to sale concept,but a serious of problems such as outdated Marketing Concept, simple marketing mode,and a large amount of unqualified salesman outflow of too many insurance salesmen, and the industry＇ s lower credit. Insurance Marketing Innovation should be an effect way to deal with the above-mentioned problems. In the process of Insurance Marketing Innova- tion, four aspects of innovation should be considered ： concept innovation, marketing mode innovation, method Innovation, and integration innovation.
出处
《河北理工大学学报（社会科学版）》
2008年第1期107-110,117,共5页
Journal of Hebei Polytechnic University:Social Science Edition
关键词
保险营销
营销模式
网络营销
insurance marketing
marketing mode
internet marketing
