论保险的定位与整合营销传播策略

【作者】 肖举萍；

【导师】 卢仿先；

【作者基本信息】 湖南大学 ， 金融学， 2003， 硕士

【摘要】 中国保险市场潜力巨大，但中国目前的整体保险发展水平还处于初级阶段，培育国民的保险意识、加强民众对保险的认知从而促使潜在保险需求变为现实保险需求，是中国保险界应关注的重要课题，解决此课题的重要手段是保险营销传播；随着中国加入WTO，保险竞争日益激烈，向客户展示自身的个性化形象、塑造差异化市场竞争优势成为一项重要的营销传播战略，实施这个战略需要进行保险定位；为了达到保险营销传播效果的最大化，还需要我们实施整合营销传播策略。据笔者所知，国内保险业界和学界在把定位理论、整合营销传播理论与保险营销传播策略进行结合研究方面还处于空白，这就是笔者研究“保险的定位与整合营销传播策略”的缘由所在。 本人采取了查阅资料、人员访谈、发放调查问卷、实地考察相结合的研究方法，进行相关的定性分析和定量分析，尽量科学严谨，实事求是，理论与实践相结合。 本文包括五章内容：第一章是引言，对研究目的、研究方法、研究设想及著名营销学者的营销传播相关理论研究成果进行了介绍；第二章对营销传播的基本理论包括营销传播的作用、过程、渠道和方式等内容进行了阐述；第三章对中国目前保险营销传播的现状进行了分析，并基于现状提出了中国的保险营销传播需要正确定位和实施整合策略等观点；第四章对发达国家保险营销传播的经验进行了分析，并建议中国的保险营销传播应借鉴发达国家在保险信用体系、营销传播渠道体系、保险行销及顾客服务模式、保险营销的信息技术等方面的经验；第五章是本文的核心部分，笔者阐述了对我国保险营销传播策略的构想，认为首先需要进行保险定位，接着对保险定位信息进行整合营销传播，“定位”和“整合”这两大营销传播策略的结合运用能促进保险营销传播效应的最大化，该部分从保险的行业、企业、商品、服务、广告诉求、行销人员的职业形象、行销模式等方面和从营销传播的核心信息、方式、渠道、组织、线性策略等方面分别对如何实施保险定位策略和整合营销传播策略进行了全面深刻的探讨，并提出了富于创建性的观点，笔者相信这些观点能给保险业界和学界带来一些启迪和参考。更多还原

【Abstract】 China insurance market has a great potential, though the overall development of Chinese insurance remains at the primary stage. Cultivating people’s consciousness of insurance, helping people have a correct understanding of insurance, thus turning the potential needs of insurance into realistic ones has become a very important problem for Chinese insurance industry. The important solution to this problem depends on marketing communication. With China ’s accession to WTO, the competition in insurance industry is getting more and more intense. Therefore revealing its characteristic image to the public, creating a competitive advantage of discrepancy has become an important strategy of marketing communication. To carry out this strategy needs insurance positioning; and to maximize the effect of marketing communication needs strategy of integrated marketing communication. As far as I know, there is no one who has taken up this research by combining the theory of positioning, theory of integrated marketing communication and insurance marketing communication strategy in Chinese insurance industry or academic world. This is why I have taken the strategy of insurance positioning and integrating marketing communication as my research subject.By means of consulting reference gooks, visiting and interviewing the personnel, giving out the investigation questionnaire and carrying out on-the-spot investigation, the author makes some relevant qualitative and quantitative analyses. The author has tried her best to be scientific and serious, practical and realistic, to integrate theory with practice.This dissertation contains five chapters. Chapter 1 is an introduction of the research purpose, methods, plans and of the research achievement of some famous scholars in marketing communication. I make an introduction to the basic theories including the function, process, channel and manner of marketing communication in chapter 2; I make an analysis of the present situation of the insurance marketing communication in China and put forward the viewpoint that Chinese insurance marketing communication demands proper positioning and integrating strategies inchapter 3; Chapter 4 analyses the experiences of seme advanced countries in insurance marketing communication and suggests that Chinese insurance shcuid draw upon the experiences from the advanced countries in insurance credit system, marketing communication channel system, insurance marketing and customer service model, insurance marketing communication technology and so on; Chapter 5 is the core of the dissertation in which I set forth my plan of our country’s insurance marketing communication strategy: firstly making insurance positioning, then integrating and communicating the positional information. The combination and application of positioning and integrating can maximize the effect of insurance marketing communication. This chapter makes a comprehensive and profound discussion about how to carry out the strategies of insurance positioning and integrating marketing communication from the aspects of insurance industry, enterprise, products, service, advertisement appealing, the professional image of the salesmen, marketing model and the core information of marketing communication, model, channel, structure and lineal strategies, etc. I have put forward some creative viewpoints in the dissertation and I believe that these viewpoints will bring out some enlightenment and reference for the insurance industry and the academic world.更多还原