保险公司营销战略审计及其神经网络专家系统  

Marketing Strategy Auditing of Insurance Company and Neural Networks Based Expert System

作　　者：彭娟[1] 

机构地区：[1]上海交通大学管理学院,上海200030

出　　处：《上海管理科学》2009年第6期21-25,共5页Shanghai Management Science

摘　　要：对保险公司营销战略进行审计的目的是提高保险公司竞争力。本文提出保险公司营销战略审计指标体系,指出保险公司营销战略是一个由内外部诸多因素构成的综合系统。内部因素表现为保险竞争主体的内部资源条件与经营管理能力的比较优势和劣势;外部因素表现为产业结构、经济景气、金融监管和由相关法律制度保证的市场秩序。本文根据人工智能神经网络理论,构建神经网络专家系统,以此为模型对保险公司营销战略进行审计,并给出应用实例。To audit the marketing strategy of insurance company is to improve the competence ability. This article carries out the auditing index system, and points out that marketing strategy of insurance company is a comprehensive system composed of many inner and outer factors. The inner factors are the comparative advantages and disadvantages of insurance company compared in inner conditions of sources and outer management ability; the outer factors are com- posed with the industrial construction, economic prospect, financial environment, and marketing regulation under law system respectively. This article constructs artificial neural network base theory of artificial intelligence. The marketing strategy of insurance company could be audited with this model as the experiment given.

关 键 词：保险公司 营销战略 审计 神经网络 专家系统 

分 类 号：F239.1[经济管理—会计学]