《浅谈寿险营销方式的创新》-毕业论文（设计）.docVIP

浅谈寿险营销方式的创新 中文关键词：人寿保险，营销，创新 中文摘要：我国寿险业自分营以来取得了快速发展，在取得了较大的业绩的同 时，也出现了许多问题。其中最主要的是对寿险营销缺乏全面的认识，营销手段单一，重推销轻营销，人员素质偏低等。这些问题不解决，将会阻碍保险公司的进一步发展，很值得我国理论工作者和业界人士认真反思。相比较而言，发达国家的寿险经营已有上百年历史，其营销模式成熟多样，形成了比较全面的系统与体制。我国现行的寿险营销模式实际上是以个人代理为主的单一营销方法，我国的寿险市场应对营销模式加以变革和创新，建立完善代理人营销模式，整顿营销队伍，建立合理的激励机制，完善组织晋升制度，加快主管层面人员速成教育，建立多种模式共存的营销体系。中国保险市场与国际市场接轨是世界经济发展的必然趋势，其对接的结果必然使国内市场国际化，从而引起国内企业营销环境的变化。寿险营销创新是个人寿险代理人适应寿险市场变化，抓住机遇，增强竞争实力的重要手段。寿险营销创新的内容包括营销观念创新；营销市场创新；营销 方式创新；营销服务创新；营销培训创新；营销管理创新。 英文关键词：life insurance,marketing,innovation 英文摘要：Our country is going to camp has successfully since fast development, has made great achievements in the same, also a lot of problems have arisen. The most important is to life insurance marketing lack of comprehensive understanding, marketing means of a single, heavy selling light marketing, low quality of personnel, etc. These questions do not solve, will prevent the further development of the insurance company, well worth our country the theoretical workers and professionals serious reflection. In comparison, the developed countries of the life insurance business for hundreds of years, and its marketing model mature diversity, formed quite comprehensive system and the system. Chinas current life insurance marketing model actually are based on personal agency primarily a single marketing methods, China life insurance market marketing mode to cope with change and innovation, establish and improve agent marketing model, rectify marketing team, and build a reasonable incentive mechanism, improve the organization promotion system and speed up competent level crash education personnel, establish a pattern of coexistence marketing system. Chinese insurance market and international market is the inevitable trend of the development of the world economy, the docking will result that domestic market internationalization, and cause the domestic enterprise marketing environment change. Life insurance marketing innovation is a life insurance agent to adapt to