| 知识营销——保险营销的新方式 |
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| 引用本文： | 刘月.知识营销——保险营销的新方式[J].西安欧亚学院学报,2006,4(3):76-78,92. |
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| 作者姓名： | 刘月 |
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| 作者单位： | 西安欧亚学院商学院 陕西 |
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| 摘 要： | 在知识经济时代,知识营销已经成为保险营销的主流。知识营销包括创新营销话术、创新营销技巧和创新培训三方面的内容。知识营销对保险业的发展产生了巨大的影响和启示,主要表现在知识营销能够帮助保险企业树立起社会营销观念,并结合产品、企业特点帮助企业搞好营销;能够帮助企业挖掘产品内涵和知识含量,与消费者形成共鸣的价值观念,与消费者建立起结构层次上的营销关系;能够帮助保险企业以培训知识为中心,加强营销队伍建设,以适应产品智能化与个性化的发展需要。对知识营销的研究必将对保险企业的发展带来深远的意义
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| 关 键 词： | 保险业 知识经济 知识营销 营销关系 |
| 文章编号： | xxxx-xxxx（2006）03-0076-03 |
| 收稿时间： | 2005-09-26 |
| 修稿时间： | 2005-09-26 |
Knowledge marketing: the new form of insurance marketing |
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| LIU Yue.Knowledge marketing: the new form of insurance marketing[J].Journal of Xi＇an Eurasia Vocation University,2006,4(3):76-78,92. |
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| Authors: | LIU Yue |
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| Abstract: | In the age of knowledge economy, knowledge marketing has become the main stream of insurance marketing. Knowledge marking includes innovations on marketing speech technique, marketing skills and training. Knowledge marketing has produced great influence and revelation on the development of insurance industry, which shows that knowledge marketing can help insurance enterprise form social marketing idea and do a good job in its marketing business through the combination of the products and enterprise characteristics. Meanwhile, knowledge economy can help insurance enterprise dig up the connotation of its products and knowledge content so as to form mutual value concept with consumers as well as establish marketing relationship with consumers at the structural level. Moreover, knowledge economy can also help the insurance enterprise strengthen the construction of marketing staff members with the focus of knowledge training so as to meet the demands for the intelligence and special characteristics of products. The research into knowledge marketing will be surely of profound significance for the insurance enterprise and its products as well. |
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| Keywords: | insurance industry knowledge economy knowledge marketing marketing relation |
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