摘要
现有的保险营销心智模式偏离了人性化需求本质要求,表现为产品中心论、营销中心论、服务中心论。应建立以顾客的需求价值为核心的营销心智模式。通过保险文化环境的建立、对经济学需求理论的把握、运用心理学需求理论、建立价值体系、确保消费者效用等方面来营造、满足、引导、创新、巩固保险需求。
The current insurance distribution intellectual model deviates from the fundamental requirement of humanity. This assertion applies to the product-driven theory, the distribution-driven theory, and the service-driven theory. We should establish a customer demands value-driven distribution intellectual model. Through the cultivation of an insurance culture, the understanding of demands theory of economics, and the application of the psychological demands theory, we can establish a value system to ensure consumer＇s effectiveness and create, satisfy, guide, innovate and consolidate insurance demands.
出处
《保险研究》
CSSCI
北大核心
2007年第5期72-74,共3页
Insurance Studies
关键词
保险营销
心智模式
保险需求
需求价值
insurance distribution
intellectual model
insurance demands
demands value
