现有的保险营销心智模式偏离了人性化需求本质要求,表现为产品中心论、营销中心论、服务中心论。应建立以顾客的需求价值为核心的营销心智模式。通过保险文化环境的建立、对经济学需求理论的把握、运用心理学需求理论、建立价值体系、确保消费者效用等方面来营造、满足、引导、创新、巩固保险需求。 The existing mental model of insurance marketing deviates from the essential requirement of human nature, which is manifested in product theory, marketing theory and service theory. Should establish the customer demand value as the core of marketing mental model. Through the establishment of the insurance cultural environment, grasp of the theory of economic needs, the use of psychology needs theory, the establishment of a value system to ensure consumer utility and other aspects to create, meet, guide, innovation, and consolidate the insurance needs.