我国保险超市的发展现状和出路  

Pondering over Insurance Supermarket's Development in Our Country

作　　者：石小航[1] 杨立旺[1] 

机构地区：[1]西南财经大学,四川成都610074

出　　处：《上海金融学院学报》2005年第4期39-42,共4页Journal of Shanhai Finance University

摘　　要：深入研究保险市场需求,不断创新保险销售渠道是中国保险业实现做大做强目标不可或缺的一步。保险超市作为一个典型创新了保险营销理念,挖掘了保险营销潜力。鉴于我国保险市场的特殊性,如何将保险超市中国化是一个亟待解决的问题。细分市场、选择合理营销模式、调整产品结构、保证投保人利益、加大宣传力度、提升专业服务水平并成为其他保险营销方式的有效补充是我国保险超市得以存在和发展的基本要求。Deeply investigating the insurance demand and constantly bringing forth new ideas in insurance sell channels is an indispensable step for achieving the aim to make a big and strong insurance market in China.During the 3 years after China entered WTO, which is significant, we constantly bring in advanced insurance marketing systems from foreign countries. Insurance Supermarket（“ISM” for short）, as a typification, renews and excavates the insurance marketing conception and potential. In view of particularity of our own market,how to make full use of ISM is a problem which need immediately resolve. Dividing market, creating rational marketing pattern, restructuring products, safeguarding applicants＇ benefit, enlarging propagate, improving special service level and being efficient supplement to other sell channels is the basis for ISM to exist and develop in China.

关 键 词：保险超市 市场定位 

分 类 号：F842.3[经济管理—保险]