Insurance Marketing Management.

Author: Zhang Hongtao, Shi Guoqing (Editor-in-Chief)
Publisher:
Publish Date: 2005-04-01
Features: The content of this book is divided into three parts, totaling sixteen chapters. The first part is on the concepts of insurance marketing, which elucidates the basic concepts of insurance marketing and establishes a theoretical framework for insurance marketing management. The second part is on the market analysis of insurance marketing, comprehensively analyzing the insurance marketing market from multiple perspectives such as insurance market competition, consumer behavior, and target market positioning. The third part is the systematic strategies of insurance marketing, elaborating on the development strategy of 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 and future development trends of insurance marketing. One of the features of this book is the combination of theoretical elaboration with practical insurance business. The authors who participated in writing this book come from various sectors, including government, industry, academia, and research, so the content of the book reflects the collision of "sparks" and the crystallization of wisdom among insurance policy makers, insurance practitioners, and theoretical researchers. This book not only has a theoretical framework but also strong operability, making it convenient for students of insurance majors in higher education institutions to study, and also providing certain guidance for insurance practitioners. Another feature of this book is the combination of successful insurance marketing experiences from developed market economy countries and the practical experiences of the Chinese insurance market. Typical cases are integrated into the textbook, thereby deeply elaborating on the theories and techniques of insurance marketing.