摘要
本文在厘清同质产品概念的基础上,比较分析寿险公司产品的保险责任、投保年龄、保险期间等,并构建同质指数,结果发现:我国寿险公司产品的同质程度不高。产品同质化并不是制约我国寿险业创新发展的首要因素,寿险公司要突破增长瓶颈,应在营销渠道、品牌宣传和价值传递等方面积极创新。
After clarifying the concept of life insurance product homogeneity , this paper makes a comparative analysis on products of different companies in their insurance liability , entry age and insurance period , which leads to the construction of a homogeneity index .It is found that life insurance products in China do not have the problem of high degree homogeneity . Therefore, product homogeneity is not the primary factor that restricts the innovation of life insurance industry .In order to break through the bottleneck of growth , life insurance companies should innovate in such areas as marketing channel , brand publicity and value delivery .
出处
《财经论丛》
CSSCI
北大核心
2014年第7期53-58,共6页
Collected Essays on Finance and Economics
关键词
寿险公司
产品
同质
保险责任
保险合同
life insurance company
product
homogeneity
insurance liability
insurance contract
