浅谈保险营销创新

现阶段我国保险市场上，各大保险公司所提供的保险产品差异化程度低，采取的竞争策略主要集中在价格竞争上。各类保险产品的创新明显落后于发达国家水平，保险行业的这种发展情况将对我国保险业的未来发展带来很大的负面影响。针对此问题，综合现有保险营销创新理论和国外先进保险公司的实践经验，提出解决我国目前的保险营销必须进行保险营销创新。它包括观念创新、产品创新、营销手段创新和服务方式创新等四方面。

Discussion on the Innovation of Insurance Marketing

Presently, our domestic insurance products are in low-level variation. The competition among industries mainly focuses on price war. The innovation of insurance products lags far behind of developed countries. This circumstance will bring negative effects on the development of the insurance industry in our country. Referring to this, this papaer propose the solution to the innovation of insurance marketing, which includes four aspects of idea innovation, product innovation, marketing means innovation and service innovation.