论我国保险业的营销策略

目前,我国保险市场正由卖方市场向买方市场转变,这带来了消费者行为和动机的较大变化,消费动机与行为更趋理性和实效。这些变化无疑对当前的保险营销提出了新的更高的要求。针对市场转型带来的消费行为的变化和金融一体化进程,传统保险营销模式中呈现出来的诸如顾客导向不明确,市场细分不充分,缺乏科学的营销策划、没有完整的市场营销战略等问题,难以适应我国加入世贸后竞争加剧的保险市场。为调整营销策略,对激发潜在保险需求,促进保险业健康发展,文章提出了满足客户个性需求的差异化营销策略、注重品牌营销策略、"人本化"的营销团队管理策略及立体式的多层次营销策略等措施。

Now our county＇s insurance market is shifting from seller＇s market to the buyer＇ s market which makes the consumer behavior and motive a bit more change and greatly, consuming motive and behavior become more reasonable and actual effect. These varieties doubtless put forward a new higher request to the current insurance marketing. Aim at the consumption that the market transformation brings behavior of variety and financial integral whole turn progress, the traditional insurance marketing presents in the mode of such as the eustomer don＇t have the define leading, the market subdivides illsufficiency, lack of the scientific marketing plan, don＇ t have the integrity of marketing strategy ere, It＇ s hard to adjust the insurance market which full of cut - throat competition after entering WTO. In order to adjust the marketing strategy, to promote the insurance industry develop healthily towards string up a latent insurance need, this article puts forward contented the demand of the difference of customer＇ s character to turn marketing strategy, and pays attention to the management strategy of the marketing team and stereoscopic type of brand marketing strategy, ＂ humanity＂ of multi - layer marketing strategy measure.