Insurance Marketing Management

Author: Zhang Hongtao
Publisher:
Publish Date: 2005-04-01
Features: The content of this book is divided into three parts, totaling sixteen chapters. The first part covers the concepts of insurance marketing, clarifying the basic concepts of insurance marketing and establishing a theoretical framework for insurance marketing management. The second part focuses on insurance marketing market analysis, comprehensively analyzing the insurance marketing market from multiple perspectives such as insurance market competition, consumer behavior, and target market positioning. The third part discusses the systematic strategies of insurance marketing, elaborating on the development strategy for insurance products, pricing strategy, channel management, promotional strategy, as well as brand management strategy, customer service management, and the establishment and management of support systems. The last two chapters provide an outlook on the electronicization of insurance marketing and future development trends. One of the features of this book is the combination of theoretical elaboration with practical insurance business. The authors involved in the writing of this book come from various sectors, including government, industry, academia, and research, hence the content reflects the collision of "sparks" and the crystallization of wisdom among insurance policy makers, insurance practitioners, and theoretical researchers. This book not only provides a theoretical framework but also demonstrates strong practical applicability, making it convenient for students of insurance majors in higher education institutions to study and also serving as a certain guide for insurance professionals. Another feature of this book is the integration of successful insurance marketing experiences from developed market economy countries and the practical experiences of China's insurance market. Typical cases are incorporated into the textbook, thereby providing an in-depth elaboration of the theories and techniques of insurance marketing.