农村保险市场营销模式创新——基于水平营销的视角

Marketing model innovation in the rural insurance market——Based on the perspective of lateral marketing

水平营销是将横向思维模式引入营销领域,针对特定的产品或服务,在其市场定义、产品属性、营销组合三个层面上,通过对一些重要的构成要素进行横向置换,以发现市场空白、并形成全新的营销组合的过程。水平营销理论弥补了传统营销理论中纵向思维模式的狭隘性,丰富并完善了营销学的理论体系和方法论。本文结合当前我国农村保险市场的现状和特征,从水平营销的视角出发,对农村保险市场的营销模式进行了一些有益的探索和创新,提出的方法和思路具有较强的指导意义。

The lateral marketing is an innovative technique and process which introduces the lateral thinking to the field of traditional marketing. For a specific product or service, the lateral marketing technique works on the three levels of market definition, product attributes and marketing mix, and makes horizontal transposition of some important factors to discover market vacancy and create a brand new marketing mix. The lateral marketing is an important enrichment and complementation to the theory and methodology of traditional vertical-thinking marketing. From the viewpoint of lateral marketing, this article proposed some innovative idea and methods according to the current status and characteristics of China＇s rural insurance industry.