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随着保险行业竞争的日益激烈,保险营销渠道的重要性日益凸显。营销渠道的选择不仅影响着企业策略的制定和执行效果,还有可能影响企业最终目标的实现。如何进行渠道创新、如何更好的发挥渠道的效应,将成为衡量保险企业未来竞争能力差异的重要因素。本文通过对保险营销渠道存在的问题,对发展电子营销等新的营销渠道的必要性,手段,优劣势,存在的机遇以及必须注意的问题等方面进行简要的分析,来探索未来我国保险营销渠道的创新之路。
With the increasingly fierce competition in the insurance industry, the importance of insurance marketing channels has become increasingly prominent. The choice of marketing channels not only affects the formulation and implementation of corporate strategy, but also may affect the ultimate goal of the enterprise. How to innovate the channels and how to make better use of the channels will become an important factor to measure the differences in the future competitiveness of insurance companies. This article through the insurance marketing channels existing problems, the development of new marketing channels such as the necessity of electronic marketing, means, strengths and weaknesses, opportunities and problems that must be noted in a brief analysis to explore the future of China’s insurance marketing channels The road to innovation.