Introduction to Insurance Marketing

Author: Huang Huaming (Editor)
Publisher:
Publish Date: 2004-02-01
Features: The purpose of writing Introduction to Insurance Marketing is to meet the needs of teaching and research in finance and insurance programs at financial institutions in China. This book is approved by the Beijing Higher Education Commission as a "Premium Textbook." The concept of a "Premium Textbook" implies three key characteristics: First, it should be innovative. Innovation lies in the "new," meaning it must have a certain pioneering spirit, introducing novelty in topics and theoretical frameworks. Second, it should possess a degree of inheritance. Innovation is not something that falls from the sky or emerges from nothing; it is a continuation of previous achievements, with breakthroughs built upon this foundation. It requires both inheriting from predecessors and opening up new paths for future development. Third, it should be applicable. As a premium textbook, it must be suitable for both teachers' instruction and students' learning. Therefore, it should have foresight in its conception, completeness in its theoretical framework, and readability in its expression. This textbook is a summary of my years of teaching experience. To strive towards becoming a "Premium Textbook," I faced three major challenges: First, the challenge of applying general marketing theories to insurance marketing practices. Only by combining the universal principles of marketing with the practice of insurance marketing can we form specialized marketing theories, which is precisely the task of scientific research. Second, the challenge of localization. Marketing and insurance market theories are imports, yet they are also applied disciplines that should be integrated with local culture. How to make them both internationally oriented and distinctly localized, demonstrating a sense of compatibility, is another challenge for this textbook's writing. Third, the challenge of ensuring the completeness and rigor of the theoretical framework, which is a necessary condition for a "Premium Textbook." During the writing process, I strived to meet the requirements of a "Premium Textbook," widely absorbing the research findings of domestic and international scholars and closely linking them with the vivid practices of insurance businesses, both domestically and internationally, to explore theories of insurance marketing. However, whether it has met the standards of a "Premium Textbook" will depend on the evaluation of the readers.