保险企业的内部营销管理  

Internal marketing management of insurance enterprises

作　　者：张旗[1] 杨欣鹏[2] 

机构地区：[1]辽宁工程技术大学政法系,辽宁阜新123000 [2]辽宁工程技术大学工商管理学院,辽宁葫芦岛125105

出　　处：《辽宁工程技术大学学报（社会科学版）》2005年第4期389-390,共2页Journal of Liaoning Technical University(Social Science Edition)

摘　　要：保险企业开展内部营销,引入内部顾客的概念,应用营销思想和方法影响员工的态度和行为,通过建立服务导向的企业文化、进行内部市场细分、发现员工需求并予以满足等方式提高员工的满意度,消除内部各部门间的冲突,提高员工的服务技能,向外部顾客提供高质量的服务,促进保险企业外部营销目标的实现。Insurance enterprises launch internal marketing, introducing the inside customer＇s concept, applying marketing thoughts and methods to influence the staff＇s attitude and behavior. Furthermore, through certain methods such as setting up service-leading culture, undertaking internal market segmentation, discovering and fulfilling staff＇s need, and so on, insurance enterprise do their best to improve the staff satisfaction, dispel the conflict between departments, improve the staff＇s service skill,offer high-quality service to the outside customer,and promote the realization of insurance enterprise＇s external marketing goal.

关 键 词：保险 服务质量 内部营销 

分 类 号：F840.3[经济管理—保险]