保险服务产业中口碑影响力之研究

发布时间：2018-04-15 23:31

本文选题：口碑 + 口碑营销　；参考：《西南交通大学》2007年硕士论文

【摘要】： 口碑，这种早于商品经济，自古至今永不落后的营销手段，是人们追求而又无法控制的营销手段。本文在前人对口碑研究的基础上，结合市场营销的基本理论进一步分析与总结口碑营销理论。口碑营销是产品理论与传播理论的结合，产品是口碑传播的基础，传播是产品的宣传。口碑营销是市场营销的结果，更是市场营销的最终目标。口碑营销的一般模型架构包含信息源、传播者、传播途径、接受者四个关键环节，，是循环的体系，并不是直线单向的传播。并以研究得出的理论框架分析保险服务业的口碑营销，提出针对保险业口碑营销模型架构。因保险产品的特殊性与专业性，保险代理人即是销售员，也是意见领袖，保险公司提高服务的首要对象是保险代理人。保险公司的广告应更多的放在公司形象的宣传。社会公共关系对保险公司的发展与壮大有着至关重要的作用。同时以太平人寿保险公司深圳分公司为例进行了论证。太平人寿作为回国复业的公司，面对WTO后国情的变化，利用产品差异化策略，逐步打开市场，改善业务流程，利用IT手段建立多方面反馈渠道，创造了口碑营销的基础，而对保险代理人制度的探索也是创造口碑营销的另一个重要方面。研究结果表明，口碑营销也适应保险专业服务性行业，保险公司应将更多的精力放在保险代理人的服务上和产品设计，根据市场的变化采取灵活的措施，创造口碑，促进口碑。同时要建立灵活的多方面的反馈渠道，掌握与改善口碑营销效果，及时消除负面口碑。
[Abstract]:Word of mouth, which is earlier than the commodity economy and never backward since ancient times, is a marketing method that people pursue and cannot control.On the basis of previous researches on word-of-mouth, this paper further analyzes and summarizes the theory of word-of-mouth marketing combined with the basic theory of marketing.Word of mouth marketing is the combination of product theory and communication theory.Word of mouth marketing is the result of marketing, but also the ultimate goal of marketing.The general model of word-of-mouth marketing consists of four key links: information source, communicator, communication path and receiver. It is a circular system, not a straight and one-way communication.The word-of-mouth marketing of insurance industry is analyzed by the theoretical framework, and the structure of word-of-mouth marketing model for insurance industry is put forward.Because of the particularity and specialty of insurance products, insurance agents are both salesmen and opinion leaders.The advertisement of insurance company should be put more on the publicity of company image.Social public relations play an important role in the development and expansion of insurance companies.At the same time, Taiping Life Insurance Company Shenzhen Branch as an example to demonstrate.Facing the change of national conditions after WTO, Taiping Life Insurance Company, as a company returning to China, uses product differentiation strategy, opens the market step by step, improves business process, establishes various feedback channels by means of IT, and creates the foundation of word-of-mouth marketing.And the exploration of insurance agent system is another important aspect of creating word-of-mouth marketing.The results show that word-of-mouth marketing is also suitable for the professional service industry of insurance. Insurance companies should pay more attention to the service and product design of insurance agents, take flexible measures according to market changes, create word of mouth and promote word of mouth.At the same time, we should establish flexible feedback channels, grasp and improve the effect of word-of-mouth marketing, and eliminate negative word of mouth in time.
【学位授予单位】：西南交通大学
【学位级别】：硕士
【学位授予年份】：2007
【分类号】：F842

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