“融媒体”时代保险业广告预算管理问题探讨

A Discussion on the Insurance Advertising Budget Management in an Era of Convergence Media

数字技术的发展所带来的媒体形势的变化对保险业的广告预算管理模式形成了较大的冲击。本文分析了保险业广告预算管理的现状,以及在"融媒体"时代背景下保险业广告预算管理所存在的问题,并结合保险业特点及媒体传播环境的变化,预测了保险业广告预算管理的未来发展趋势。

The change of media situation caused by the development of digital technology has made great impact on the advertising budget management mode of the insurance industry. The article analyzes the current situation and the problems of the advertising budget management of the insurance industry in the media convergence era, and also forecasts the trending of the future advertising budget management of the insurance industry by considering both the features of the insurance industry and the changes of the media environment.