试论保险市场营销与管理

On Insurance Marketing and Management

加入WTO后,国内保险业面临着新的机遇和挑战,因此,应把市场营销与管理贯穿于保险企业管理的全过程,通过树立质量、服务和营销一体化的营销观念;科学地进行目标市场选择和定位;建立和完善营销组织机构,培养高素质员工队伍;大力发展代理营销业务;确立新型的企业文化模式,从而使保险营销在应对WTO加入后的新环境下有充分施展的能力,发挥更大的作用。

Facing new chances and challenges after entering to WTO,Insurance industry should penetrate the marketing and management into the whole process of the insurance enterprises management,establishing marketing concept which is united with quality,service and marketing. selecting target market and positioning scientifically;setting up and improving marketing constitution;fostering high quality employee team;developing agent marketing;forming new model of enterprise culture,so that the insurance marketing have powerful capacity and play an important role in the new environment after entering in the WTO.