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一、什么是寿险行销 寿险行销的意义,首先是由寿险产品本身的特点所决定的。一方面,寿险所销售的产品是保险契约,是一种无形商品,它所能提供的是对被保险人或其家属未来生活的保障,即使购买了寿险产品,也不能立即得到其效用,这就使人们对寿险的一般需求比较消极,因此,需要作较多的说服工作方能唤起人们的需求。另一方面,并不是对任何希望购买寿险产品的人都可以出售,因为寿险销售中可能出现逆选择。因此,寿险行销比其他一般商品的销售更为重要。西方国家一般把寿险公司的行为分为三类,即行销、投资和管理,其中为完成行销任务所占用的人力和费用成本最高。其次,寿险行销也是寿险经营风险控制的需要。寿险和其他保
First, what is the meaning of life insurance marketing life insurance marketing, the first is determined by the characteristics of life insurance products. On the one hand, the products sold by life insurance are insurance contracts. They are intangible goods. All they can offer is the guarantee for the future life of the insured or their family members. Even if the life insurance products are purchased, they will not be immediately available As a result, the general demand for life insurance is more negative. Therefore, more persuasion work needs to be done to arouse people’s needs. On the other hand, it is not possible to sell to anyone who wants to buy life insurance products because there may be adverse selection in life insurance sales. Therefore, life insurance marketing is more important than the sale of other general merchandise. Western countries generally divide life insurance companies into three categories, namely, marketing, investment and management. Among them, the cost of manpower and cost for completing marketing tasks is the highest. Second, life insurance marketing is also the need of life insurance risk control. Life insurance and other insurance