基于蓝海战略的保险营销创新研究

随着保险主体的逐步增多,保险市场的竞争越来越激烈,已具备了"红海"的特征。要在激烈的市场竞争中赢得主动,保险公司必须进行保险营销创新,开创属于自己的"蓝海"。保险营销创新既是保险公司实现利润最大化的需要,也是增强企业核心竞争力的需要。基于"蓝海战略"进行保险营销创新主要有三个途径:营销组合创新、客户价值管理、内部营销创新和外部营销创新相结合。

Along with the increase of insurance companies, competition on the insurance market will continue to intensify, increasingly showing the characteristics of being a ＂Red Ocean＂. To gain an upper hand position in a competitive market, insurers need to innovate on their agent distribution system and create their own ＂Blue Ocean＂. This is also in line with their objective of profit maximization and enhancement of core competitive competence. Base on the Blue Ocean Strategy, there arc mainly 3 routes for distribution innovation： product packaging innovation, customer value management, internal distribution innovation and external distribution innovation.