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保险营销注重消费者的保险需求,注重营销人员人均产能的提高,强调业务的质而不仅仅是量,强调提供优质的服务而不仅仅是卖出保险产品。营销往往具备丰富的保险专业知识和其他相关知识,具备良好的职业道德和服务意识,这也是我国保险市场发展对销售人员提出的新要求:一方面,我国保险市场新产品上市速度较快,市场份额较高,例如投连、分红和万能保险等,以广东省为例,截至2005年9月50日,广东省人身险保费收入为198．90亿元,其中分红、投连和万能险三项保费合计122．36亿元,占人身保险总保费收入的61．52％;另一方面,消费者的保险需求也日益多样化,尤其是在一些经济发达地区,保险发展较快,消费者的保险意识较强,其保险的需求多样化趋势更加明显。保险营销正是由于能较好地适应保险市场发展变化的这种新的形势,正在成为保险市场的热点。但是,通过分析不难发现, 其发展前景并不明朗。
Insurance marketing focuses on the insurance needs of consumers, pays attention to the improvement of per-capita productivity of marketers, emphasizes the quality of the business rather than just the quantity, and emphasizes providing quality service instead of selling insurance products. Marketing often has a wealth of insurance expertise and other relevant knowledge, have a good sense of professional ethics and service, which is the development of China’s insurance market, the sales staff put forward new requirements: On the one hand, China’s insurance market, faster time to market of new products, the market High share, such as investment, dividends and universal insurance, etc., to Guangdong Province, for example, as of September 50, 2005, Guangdong personal life insurance premium income of 198.90 billion yuan, of which dividends, investment and Universal Insurance III The total premium of the project is 12.236 billion yuan, accounting for 61.52% of the total premium income of the personal insurance. On the other hand, the insurance demand of consumers is also increasingly diversified. In particular, in some economically developed areas, the insurance industry has developed rapidly. Consumers The awareness of insurance is stronger, and its demand for diversification of insurance is more obvious. Insurance marketing precisely because of this new situation that can better adapt to the development and changes of the insurance market, is becoming a hot spot in the insurance market. However, it is not difficult to find through analysis that its development prospect is not clear.