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今年是我国加入WTO的第二年,中资财险公司正经受国外拥有几百年经营历史的保险资本的威胁和冲击,也面临着与国外具有雄厚资金、先进技术及科学有效的管理经验的老牌保险公司同台竞争的严峻挑战,而其中一个重要方面便是营销策略的挑战。因此,中资财险公司的必须在营销策略上明确以客户为中心的服务原则,建立与市场相适应的组织结构,完善现有的员工激励机制,运用有效的营销策略迅速扩大规模,抢占市场。
This year marks the second year after China’s accession to the WTO. Chinese property and casualty insurance companies are experiencing the threat and impact of foreign-owned insurance capital with a history of several hundred years. They are also facing the challenge of having abundant funds, advanced technologies and scientific and effective management experiences from abroad One of the most important aspects of the veteran insurance company’s competition on the same platform is the challenge of marketing strategy. Therefore, the Chinese property and casualty insurance companies must be clear in the marketing strategy to customer-centric service principles, and establish an organizational structure appropriate to the market, improve the existing employee incentive mechanism, the use of effective marketing strategy to rapidly expand the scale to seize the market .