摘要
多种迹象表明,我国大陆寿险营销方式遇到了瓶颈,发展进入到一个拐点,亟待转变发展方式。借鉴日本和台湾的经验,结合当前市场实际和监管政策,寿险营销方式将逐步向专业化、职业化、精细化的内涵集约型转变;目标市场和目标客户分化,销售渠道和营销模式相应调整;销售渠道逐步多元化。寿险营销方式转变依靠两条路径:一是旧体制改良;二是新渠道、新模式的创新,两者本质都是创新。寿险营销文化创新和观念创新至关重要,直接影响寿险营销方式转型的进程。
There are a variety of indicators that the life insurance distribution patterns in China's Mainland have en- countered a bottleneck,which is an inflection point for an urgent need of change of development patterns. Using the experiences of Japan and Taiwan for reference and combined with the current market realities and regulatory policies, we think life insurance marketing methods will gradually transit to a connotation-intensive mode of development char- acterized by specialization, professionalization and refinement ;a differentiation of target markets and target customers, a corresponding adjustment of distribution channels and marketing models ; and a gradually diversified sales channels. Transformation in life insurance distribution patterns will go through two paths ： the improvement of the old system, and the innovation of new channels and new modes. The essence of both paths lies with innovation. In addition ,the innova- tion of culture and concepts in life insurance distribution plays a much more crucial role ,which has a direct impact on the process of transforming life insurance distribution patterns.
出处
《保险研究》
CSSCI
北大核心
2012年第4期72-78,共7页
Insurance Studies
关键词
寿险
营销方式转变
实践与理论
前景路径展望
life insurance
transformation of life insurance distribution patterns
the practice and theory
the pros-pects of paths
