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寿险公司“先销售后生产”的运营模式,使得销售成为关系到公司生存发展的首要问题。本文在遵循麦卡锡的4Ps理论,制定寿险营销组合策略的同时,借鉴了科特勒的4C理论思想,以期使寿险公司的市场营销活动变得更加有效。
Life insurance company “first sale after production ” mode of operation, making sales become related to the company’s survival and development of the primary issue. This article follows McCarthy’s 4Ps theory and formulates the strategy of life insurance marketing combination. At the same time, it draws on Kotler’s 4C theory to make the life insurance company’s marketing activities more effective.