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由于寿险营销自身的一些特点,在营销部4P战略(即产品、价格、地点,促销)中,促销策略显得尤为重要。所谓促销,就是将企业的产品或服务的有关信息向消费者传播,使其认识到购买的利益所在,从而引起收消费者的兴趣,激发购买的欲望,促进购买行动,以实现企业的销售任务。促销的基本方法有四种:即人员销售、广告、营业推广和公共关系。下面结合寿险促销的具体情况进行阐述。一、人员销售人员销售是一种十分有效的促销方法。我们知道,由于寿险保单的特殊性,即保户不可能在购买当时看到什么效果,他购买的只是一种承诺。所以利用销售人员与顾客进行面对面的接触交谈,劝说顾客购买是最为行之有效的方法。因此,人员销售则是促销策略的重中之重。
Because of some of the characteristics of life insurance marketing, marketing strategy in the 4P (product, price, location, promotion), the promotion strategy is particularly important. The so-called promotion, is the business product or service information to consumers spread to make it aware of the interests of the purchase, which led to consumer interest, stimulate the desire to buy, and promote the purchase of operations in order to achieve the company’s sales mission . There are four basic ways to promote: staff sales, advertising, sales promotion and public relations. The following combination of life insurance sales to explain the specific circumstances. First, the sales staff sales is a very effective way to promote. We know that due to the peculiar nature of the life insurance policy, that is, what effect the policyholder can not see at the time of purchase, his purchase is only a promise. Therefore, the use of sales staff to conduct face-to-face contact with customers to persuade customers to buy is the most effective way. Therefore, the sales staff is the most important marketing strategy.