融媒体背景下保险宣传的现状及对策研究

Research on the Current Situation and Countermeasures of Insurance Publicity under the Background of Convergence Media

保险需求体现了人们对安全稳定生活的内在需要,由于民众保险教育缺失、社会保险意识淡薄,我国的保险深度和密度与发达国家相比还有巨大差距。加强保险宣传也成为扩大保险行业社会影响力,提升行业社会地位的重要途径。融媒体环境下,保险宣传存在着“四多四少”现象,需要以媒体融合为切入点进行保险行业宣传和新闻策划,整合保险行业宣传信息资源,拓展思路、创新机制、探索方法,积极构建保险大宣传格局,发展数据式、交互式、沉浸式新闻信息服务,不断提高公众的保险意识、提升保险品牌的形象。

Insurance demand reflects people's internal needs for a safe and stable life.Due to the lack of public insurance education and weak awareness of social insurance,there is a huge gap in the depth and density of insurance between China and developed countries.Strengthening insurance publicity has also become an important way to expand the social influence of the insurance industry and enhance its social status.In the media environment,there is a phenomenon of“four more and four less”in insurance publicity.It is necessary to take media integration as the breakthrough point to carry out insurance industry publicity and news planning,integrate information resources of insurance industry,expand ideas,innovate mechanisms and explore methods,actively construct insurance publicity pattern,develop data-based,interactive and immersive news and information services,and constantly improve the public's insurance awareness,enhance the image of insurance brand.