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“保险行业的社会形象亟待改善”这是保监会项俊波主席在2012年全国保险监管工作会议上,针对当前保险市场的状况提出的重要论断。近年来保险业发展取得了显著成就,社会影响力日益增强,但是保险业的整体品牌形象仍然较弱,与发展状况和地位不相匹配,品牌建设亟待加强。在保险市场信息极不对称的情况下,由于保险产品具有无形性、服务性和非渴求性特征,无法通过实物展示的方式向消费者传达产品的信息,使得保险企业难以在保险市场中形成差异化。因此,保险企业在营销过程中应该创造出属于自己的保险品牌,使之成为对消费者购买的行为起最终决定作用的因素。
“The social image of the insurance industry needs to be improved urgently” This is an important conclusion made by the China Insurance Regulatory Commission Commission Chairperson Xiang Junbo at the 2012 national insurance regulatory work conference in response to the current situation of the insurance market. In recent years, remarkable achievements have been made in the development of the insurance industry and its social influence has been increasingly enhanced. However, the overall brand image of the insurance industry is still weak, which is incompatible with the development status and status and the brand building needs to be strengthened. Due to the intangible, service and non-destructive characteristics of insurance products, insurance products can not convey product information to consumers through physical display, making it difficult for insurance companies to make a difference in the insurance market. The Therefore, insurance companies in the marketing process should create their own insurance brand, making it the ultimate determinant of consumer behavior.