我国保险营销模式存在的桎梏及对策研究——基于营销4C理论视角  

Research on the Obstacles and Countermeasure of China's Insurance Marketing Mode——Based on the Perspective of 4C Marketing Theory

作　　者：张华[1] 

机构地区：[1]广西大学商学院,广西南宁530000

出　　处：《浙江金融》2016年第5期75-80,共6页Zhejiang Finance

摘　　要：传统营销观念中以卖方市场为中心,其目的是将产品销售出去以获取利润。然而随着营销观念的转变,保险市场的转型,在市场引导生产的新常态下,传统营销模式的弊端也日渐凸显,亟须保险营销模式的创新。文中通过分析保险营销模式的发展现状与存在问题,首次从整合营销的4C理论角度,提出了一系列的创新举措,希望以此推动保险业的持续健康发展。The implementation of inclusive finance focuses on rural inclusive finance, and the development of the internet finance provides new ideas and solutions to realize rural inclusive finance. This paper argues that internet finance can promote the realization of the rural finance by the mechanism of improving the convenience of financial service, broadening the credit coverage, reducing the price of financial services and expanding the scope of the farmers＇ choices. However, there are still some problems existing in the internet finance which impede the realization of the rural inclusive finance, such as not depth fusion of online and offline business, imperfect of internet infrastructure, non-standard of the development of the internet finance, and so on. Finally, aiming at these problems, the paper puts forward the corresponding countermeasures and suggestions.

关 键 词：保险营销模式 4C理论 创新举措 

分 类 号：F842.4[经济管理—保险]