摘要
在车辆保险条款费率改革之后的车险市场上,现实状况却与预计效果相差甚远。其主要原因是,对保险营销战略的忽视,没有以相应的保险营销战略为指导,使得营销战术在操作过程中显得盲目而跟从。针对以上问题,我们首先要做的是树立正确的保险营销观念,即重新审视营销战略在车辆保险中的作用,并在此基础上建立广义的产品观念;同时注重服务在车险营销中的作用;有效地进行市场细分和市场选择;最后对车险营销战略的具体实施即营销战术提出建议。
After the vehicle insurance reform in the insurance rate, in the car insurance market, various insurance companies take an active part in the keen competition. However, the reality is far from expectation. The main reason is that although various companies see the broad prospect after the premium rate marketization, marketing tactics seem to be blindly followed in the course of operation due to the overlook of insurance marketing strategy and the lack of insurance marketing strategic guidance. To the above problem, what we should do first is to establish the correct idea of insurance marketing, namely reexamining the role of marketing strategy in vehicle insurance. Then broadly-defined product idea should be set up on that basis. At the same time, attention should be paid to the role of service in vehicle insurance and effectively subdivide the market segmentation and market selection. Finally, it puts forward the suggestions to the implementation of vehicle insurance, namely the marketing tactics of marketing strategy.
出处
《北京工商大学学报（社会科学版）》
北大核心
2005年第5期97-100,共4页
JOURNAL OF BEIJING TECHNOLOGY AND BUSINESS UNIVERSITY:SOCIAL SCIENCES
关键词
车险市场
保险营销
产品
服务
car insurance market
insurance marketing
product
service
作者简介
蒋维静（1962-），女，广西宾阳人，北京教育学院、职业教育学院财经系管理教研室主任、讲师。
