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水平营销是将横向思维模式引入营销领域,针对特定的产品或服务,在其市场定义、产品属性、营销组合三个层面上,通过对一些重要的构成要素进行横向置换,以发现市场空白、并形成全新的营销组合的过程。水平营销理论弥补了传统营销理论中纵向思维模式的狭隘性,丰富并完善了营销学的理论体系和方法论。本文结合当前我国农村保险市场的现状和特征,从水平营销的视角出发,对农村保险市场的营销模式进行了一些有益的探索和创新,提出的方法和思路具有较强的指导意义。
Horizontal marketing introduces the horizontal thinking mode into the marketing field. For a specific product or service, horizontal marketing is carried out through horizontal replacement of some important components in the aspects of market definition, product attributes and marketing mix to find out the market gap Form a whole new marketing mix. The horizontal marketing theory makes up the narrowness of the vertical thinking mode in the traditional marketing theory, enriches and improves the theoretical system and methodology of marketing. Based on the current situation and characteristics of rural insurance market in our country, this paper makes some beneficial exploration and innovation on the marketing model of rural insurance market from the perspective of horizontal marketing. The proposed methods and ideas have strong guiding significance.