论保险营销情境中企业与客户心理契约的建构  

The Construction of Psychological Contract between Enterprises and Clients in the Insurance Marketing Situation

作　　者：任智[1] 左小川[1] 黎明[1] 谭新兰[1] 

机构地区：[1]保险职业学院,湖南长沙410114

出　　处：《保险职业学院学报》2013年第2期39-42,共4页Journal of Insurance Professional College

摘　　要：保险企业与客户心理契约的构建对保险营销工作的推进具有重要意义。文章通过解析保险企业与客户心理契约的概念及形成过程,分析了保险营销情境中心理契约难以建立的原因,探讨了保险企业与客户构建有效心理契约的方法。It is of great significance to promote the insurance marketing of insurance business and custom- er psychological contract. This paper analyzes the concept of the psychological contract and its forming process between insurance companies and customers, discusses the reason why psychological contract is hard to establish in insurance marketing situation. It also proposes some methods to build the effective psychological contract.

关 键 词：保险营销 心理契约 

分 类 号：F840.69[经济管理—保险]