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市场经济体制的确立,为我国保险商品的生产和销售提供了更为广阔的前景.然而,保险商品也和其它商品一样,将面临着经营管理难、销售难的严峻现实.在这种情况下,保险商品的营销策略及营销艺术显得尤为重要,且举数例以兹探讨.——迂回争夺法在军事战场上,当一方对目的地正面进攻久攻不下时,往往采用迂回进攻办法,达到出奇制胜的效果,如果把这一“迂回”策略运用到保险展业上来,也同样具有异曲同工之妙.保险业的竞争,从一定意义上讲,是险种的竞争,险种的竞争主要表现在价格上.市场经济的核心是价格,市场主体的竞争实务与技巧必然通过价格有所反映.保险的价格即为保险费率.目前人保公司费率缺乏灵活性,大多数险种在全国范围内都是统一费率,未能充分考虑到各地的不同情况.如内地企财险主要承担火灾、地震、倒塌等意外责任,根本没必要强搭海啸、台风等意外损失.实际上,这等于变向增高企财险价格,这就导致内地保险人员在动员企业投企财险时,部分企业领导表现出不乐意.对于这样的“堡垒”,硬攻不下,怎么办?如果不采取相应的对策,这块“肥肉”很可能被别人吃掉.如果采取迂回战法,极有可能争得这块“肥肉”.
The establishment of a market economy system provides a broader perspective for the production and sales of insurance products in our country, however, like other commodities, insurance products will face the harsh reality of difficult management and difficult sales. , The marketing strategy and marketing art of insurance products are particularly important, and cite a few examples to be explored.-Circuitous Competition Law In the military battlefield, when one party attacks the destination for a long time, it often adopts a roundabout approach to achieve Surprisingly winning the effect, if this “detour” strategy applied to the insurance exhibition up, also has similarities and differences between the same purpose .In the insurance industry, in a sense, is the risk of competition, insurance competition mainly in price. The core of the market economy is the price, the market competition practices and techniques will inevitably reflect the price.Insurance price is the premium rate.Now the PICC rate flexibility, most of the insurance in the country are uniform fees Rate, failed to take full account of the different situations around .If the Mainland’s PICC mainly assume the unexpected responsibility of fire, earthquake, collapse, there is no need Take tsunamis, typhoons and other accidental losses.In fact, this is equal to change to increase the price of wealth management, which led to insurance companies in China to mobilize enterprises to invest property insurance, some business leaders showed no pleasure for such a “fortress” If you do not take appropriate measures, this piece of “fat” is likely to be eaten by others.If the circuitous tactics, most likely to win this piece of “fat.”