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本文以我国保险业营销理念演进为主线,以事实论证了我国保险业自恢复业务以来,营销理念经历了产品理念阶段、推销理念阶段和营销理念阶段,营销理念的演进推动着保险业务发生了两次飞跃;立足我国保险营销现状,在充分分析保险企业内外部环境基础上,以保险营销特点为依据,借鉴发达国家保险营销先进经验,探究我国保险企业新营销理念,指出新形势下我国保险业营销理念向大营销理念方向演进,是一条可持续发展之路。
In this paper, the evolution of the concept of China’s insurance industry marketing as the main line to demonstrate the fact that the recovery of China’s insurance business since the marketing concept has gone through the product concept stage, the concept of marketing stage and marketing concept stage, the promotion of marketing philosophy to promote insurance business occurred two Based on the current situation of insurance marketing in our country, based on the full analysis of the internal and external environment of insurance companies, based on the characteristics of insurance marketing, drawing on the advanced experience of insurance marketing in developed countries, exploring the new marketing concept of insurance companies in our country, pointing out that under the new situation, Marketing concept to the concept of a large marketing evolvement is a sustainable development.