旅游保险企业顾客资产函数模型构建——基于互补性理论的探讨

Travel Insurance Enterprises' Customer Assets Function Model——Based on the Complementary Theory

旅游保险企业销售业绩不理想的一个主要原因,是不能很好地理解互补性营销资产管理的互补机理。旅游保险企业在组合渠道资产(互补性资产)时,如果原有服务质量(核心营销资产)比较薄弱,而新渠道资产需要对服务质量作出变革时,就不可以只组合进渠道资产而保持原有服务质量不变,否则只能达到次优甚至失败。中国旅游保险企业加强与互补体合作,就有可能获取后发营销竞争优势。

One of the main reasons for the not ideal travel insurance sales performance of Travel Insurance Enterprises （TIEs） is that we did not have a very good understanding of complementary mechanism of complementary marketing asset management. While assembling channel asset （the complementary asset）, if the TIEs＇ original service quality （core marketing asset） is weak, and the new channel asset will depend on innovation in service quality, then we can not assembly channel asset without the help of changes in service quality; or the result can only be suboptimum, or even be a failure. Only with the help of strengthening cooperation with other complements, will China＇s TIEs gain late comer marketing advantages.