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產(chǎn)品生命周期理論下保險(xiǎn)營(yíng)銷研究論文
摘要
在信息透明公幵的保險(xiǎn)業(yè)，滿足社會(huì)公眾和廣大投資者的保險(xiǎn)資訊需求，這是保險(xiǎn)公司業(yè)務(wù)和拓展之初最基本的工作之一。在當(dāng)下時(shí)代，如何更好地利用網(wǎng)絡(luò)營(yíng)銷吸引更多的投資者，從而使保險(xiǎn)交易金額上漲，這將是保險(xiǎn)公司的工作重點(diǎn)。我國(guó)保險(xiǎn)市場(chǎng)營(yíng)銷發(fā)展相對(duì)緩慢，交易渠道相對(duì)狹窄，交易模式相對(duì)較少，如今隨著我國(guó)保險(xiǎn)發(fā)展起來(lái)的勃勃生機(jī)，保險(xiǎn)交易的發(fā)展在曲折中前進(jìn)，雖取得了一些成績(jī)，但和歐美發(fā)達(dá)國(guó)家保險(xiǎn)業(yè)相比，仍屬于剛起步階段，不可同日而語(yǔ)。
如今要加強(qiáng)這方面的工作力度，就要在人力和資金方面給予足夠的投入。
本文在此基礎(chǔ)上總結(jié)出了我國(guó)保險(xiǎn)交易存在的問(wèn)題：銷售團(tuán)隊(duì)建設(shè)、渠道鋪設(shè)，人力資源發(fā)展等問(wèn)題、從資訊信息發(fā)布型向營(yíng)銷服務(wù)型轉(zhuǎn)變的路徑不明、對(duì)現(xiàn)有客戶群體鎖定和進(jìn)一步營(yíng)銷力度不夠。同時(shí)在分析問(wèn)題成因后，提出了的相應(yīng)的解決方案，主要依靠目標(biāo)市場(chǎng)營(yíng)銷戰(zhàn)略、產(chǎn)品組合策略、保險(xiǎn)費(fèi)率策略、保險(xiǎn)渠道營(yíng)銷策略、保險(xiǎn)促銷策略及營(yíng)銷組織等策略細(xì)化市場(chǎng)，推行營(yíng)銷服務(wù)，旨在依靠這些服務(wù)解除癥結(jié)，加強(qiáng)營(yíng)銷力度，增強(qiáng)與客戶的互動(dòng)，鏟平影響保險(xiǎn)網(wǎng)上交易的這三道溝渠。
本文最后強(qiáng)調(diào)了保險(xiǎn)公司的文化建設(shè)方面的注意點(diǎn)、與客戶共贏共生的關(guān)鍵點(diǎn)及遵循保險(xiǎn)銷售的法律法規(guī)的重要性。
關(guān)鍵詞：保險(xiǎn)交易；渠道障礙；產(chǎn)品生命周期；組織營(yíng)銷；渠道營(yíng)銷
ABSTRACT
How to disseminates each kind of information about insurance operation in thehighly transparent investment insurances industry, which publicly to the investor and thesocial public, is each insurance company's basic work. And with the aid of the theory,this demand will be completed in time. However,besides completing the interactionthrough the Theory with the general investors and the social public, Expansing theinsurance transaction scale through the theory on the transaction function, is also adiligently direction in the investment insurances industry. Because the presentinvestment insurances industry just started in the web-marketing field,this aspect ofwork dynamics must be strengthen, and must be given enough manpower and insurancein the investment.
The development of our country insurance is slow,the transaction channel isnarrow, the transaction pattern is few. Now by the prosperity which develops along withour country finance,the insurance commerce development probably encounters thebottleneck.
This article summarizes the three major problems,which exists in this foundationof the present insurance commerce: transaction channel barrier. It is unclear thatconvertint from the information information issue to the marketing servicetransformation. Locking existing customer community and further marketing dynamicsis insufficient -the three drainage ditches. And after analysising question origin, topropose the detailed corresponding solution,these three drainage ditches in insuranceelectronic commerce has been put down. And propose the experience of the cleaning theinsurance network sells5 scotomas which exists in own construction aspect and whatneed to pay attention and so on.
Key Words: insurance trading ; channel disorder ; product life cycle ;organizational Marketing ; channel marketing
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