从4P到4C组合谈我国保险营销模式的转变

保险营销是伴随着保险商品的产生而出现的,经历了一个由简单到复杂,由低级到高级的发展过程。我国保险业营销观念陈旧,主要有保险产品观念、以险种的生产和销售为中心的推销观念、通过获取短期利润来实现企业的长期经营的观念。进入新世纪,我国保险业正处于从传统的保险推销观念向现代市场营销观念转变阶段。从4P组合向4C组合转变的角度,探讨了我国保险营销组合模式的更新。

From 4P to 4C:the Transition of Insurance Marketing Models in China

Insurance marketing was born with the occurrence of insurance products. It was only a simple marketing method at first, but now it is becoming more and more complicated. The theory of Chinese insurance marketing, concerning insurance products, marketing conception centered with production and sale, and the action of making short-term profit to realize long-term business, is out of time now. In this new century, insurance industry is undergoing a great change, which means the traditional insurance promotion is changing into new insurance marketing. In this paper, the development of Chinese insurance marketing is analyzed and discussed based on the new theory of 4C combination.