保险营销策略问题初探

市场营销理论最早起源于欧美发达国家,上世纪80年代我国实行改革开放政策后引入国内,到90年代才在保险业开始探索。在保险实践中,保险营销对保险公司的发展壮大发挥着难以估量的作用,但也因对保险营销理论的认识不同和误解,产生截然不同的效果,甚至影响到保险公司的永续经营。本文从保险营销的重要性、我国保险营销现状及存在的问题、创新保险营销策略等方面,谈谈对保险营销策略的初浅认识。

The theory of marketing originated in developed countries in Europe and America. It was introduced into our country in 1980s as a result of the policy of reform and opening up, but it was only by 1990s that the theory has been put into practice in insurance industry. In insurance practice, marketing has an incredible effect on the growth and development of insurance companies. On the other hand, the marketing theory may have quite different effects, it may even affect the constant management of insurance companies because of the different understanding or misunderstanding towards insurance marketing theory. This article discusses the importance of insurance marketing, the current situation and existing problems of insurance marketing, and how to innovate insurance marketing strategies.