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保险公司省级机构的营销企划及宣传工作,需要紧密围绕总部经营战略,并紧密联系省域实际,精心谋划,开拓创新,科学管理,为开创公司良好的经营发展局面做出积极贡献。保险行业省级分支机构营销传播工作普遍存在营销传播工作顶层规划设计不足,营销与宣传企划工作力度弱化;营销传播资源开发与整合不够,营销传播管理的整体性不强;营销传播工作注重短期激励,重微观推销、轻环境营造的现象较为普遍等问题。构建整合营销传播工作体系应采取文化先导、集中指导、整合资源、科学统筹等措施。
The marketing planning and publicity work of provincial-level agencies of insurance companies need to closely focus on the headquarters business strategy and make close contact with the actual situation in the province and make careful planning, innovation and scientific management so as to make a positive contribution to creating a sound business development situation for the company. At the provincial level, the marketing and communication work of the provincial branches in the insurance industry is in general lack of top-level planning and design of marketing and communication work, and the efforts in marketing and publicity planning are weakened. The development and integration of marketing and communication resources are not enough, and the marketing communication management is not comprehensive. The marketing and communication work emphasizes short-term incentives , Micro-micro-marketing, light environment to create more common problems. Construction of integrated marketing communications system should take the cultural pilot, focus on guidance, integration of resources, scientific co-ordination and other measures.