“意见领袖”如何最大化促进寿险营销?——透析寿险营销领域的“意见”

• 作 者: 邓秋菊
• 机 构: 武汉大学新闻与传播学院,
• 出 处: 时代金融
• 发表日期: 2008年07期
• 关键词: 寿险营销 中产阶层 人际传播 意见领袖 传播学 效果加强 拉扎斯菲尔德 目标消费者 精准营销 营销手段

“意见营销”最早为传播学的概念,后被广泛运用于营销、广告等多领域。寿险营销因消费者及营销渠道的特点,对“意见领袖”在该领域的运用有极大的需求。本文试图追根溯源,透析寿险营销与意见领袖的根本契合点,并在此基础上,提出自己关于“如何加强意见领袖在寿险营销的作用”的观点。

“Opinion Marketing ” was first introduced to the concept of communication and was widely used in marketing, advertising and other fields. Because of the characteristics of consumers and marketing channels, life insurance marketing has great demand for the use of “opinion leaders” in this field. This article attempts to trace the source, dial the life insurance marketing and opinion leaders the basic point of convergence, and on this basis, put forward their own views on how to strengthen opinion leaders in life insurance marketing.