论我国保险企业营销文化构建

保险企业营销文化是经过长期营销活动,逐渐形成的独具企业特色的营销理念以及与之相适应的企业形象、行为习惯与营销制度等.它对企业营销活动产生重要影响,优秀的营销文化构成了保险企业的核心竞争力.构建保险企业营销文化是我国保险业长远发展的必然选择.未来我国保险企业应在精神、制度、行为以及物质层面上加快企业营销文化建设.

On the Construction of the Marketing culture of Chinese Insurance Enterprises

Marketing culture of insurance enterprises is gradually formed after long-term marketing activities, and it contains characteristic marketing philosophy as well as corporate images, behavior, marketing institutions, etc. , which suit the marketing philosophy. Marketing culture has an important impact on the corporate＇ s marketing activities, especially the excellent marketing culture is the core competitiveness of insurance enterprises. Building marketing culture is the inevitable choice of insurance enterprises for the long-term development of insurance industry in China. In the future, insurance enterprises in China should speed up their construction of marketing culture from the spiritual, institutional, behavioral and physical aspects.