我国保险营销发展现状及改进措施  

Development status and improvement measures of insurance marketing in China

作　　者：王守冬 Wang Shoudong(China Railway Construction Development Group Co.,Ltd.,Beijing,100000)

机构地区：[1]中铁建发展集团有限公司,北京100000

出　　处：《市场周刊》2025年第8期81-83,121,共4页Market Weekly

摘　　要：文章从保险营销这一视角切入,对保险营销的实质及其重要性进行了阐述,并对当前保险行业的营销状况做了简单分析,提出了相应的改进措施,以助力保险企业实现更加科学高质量的营销,强化企业品牌意识,加大文化建设力度,通过不断提升营销能力,来推动保险行业实现长远稳健发展,同时更好地服务于社会大众。From the perspective of insurance marketing,this paper expounds the essence and importance of insurance marketing,and makes a simple analysis of the current marketing situation of insurance industry,and put forward some corresponding improvement measures,hoping to help insurance enterprises to realize more scientific and high-quality marketing,to strengthen the brand awareness of the enterprise,to increase the cultural construction,and to enhance the marketing ability through continuous improvement,to promote the longterm stable development of the insurance industry,while better serving the public.

关 键 词：保险营销 信息化 营销渠道 保险产品 品牌意识 

分 类 号：F842.4[经济管理—保险]