蓝海理念在财险公司市场创新中的运用

当前我国财产保险市场在竞争中,红海竞争特征明显。市场创新可以使财险公司避开硬碰硬的红海竞争,开创自己的蓝海市场。财险公司实现市场创新的基本方式包括:剔除多余功能、减少过度功能、增加客户利益、创造新功能,从蓝海角度实现市场创新的策略应包括进入新领域、提供客户便捷、为客户增加服务功能、增强情感体验等等。

There are many problems characterized by red sea competition in the property insurance market in our country, which can be effectively avoided by the use of market innovation. The way of market innovation to go to blue sea market includes eradication of useless functions, reduction of overdesigned functions, add of customer＇ s benefits and creation of new functions. As the application of the idea of blue sea, some tactics measures must be taken for successful market innovation of property insurance company.