| 价值链视角下的保险连锁营销模式研究 |
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| 引用本文： | 李光荣,王建伟.价值链视角下的保险连锁营销模式研究[J].保险研究,2009(4). |
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| 作者姓名： | 李光荣 王建伟 |
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| 作者单位： | 华安财产保险股份有限公司;特华博士后科研工作站; |
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| 摘 要： | 保险连锁营销模式是金融领域的一次重大创新。本文从价值链理论出发,分析了保险连锁营销模式的本质特征、运作特点,深入探讨了连锁营销网络如何整合保险企业资源,推动保险企业的流程优化和组织再造,指出连锁营销模式有利于实现保险企业的价值创造。
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| 关 键 词： | 保险企业 连锁营销模式 价值链 |
The chain marketing model under the value chain perspective |
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| Li Guang-rong,Wang Jian-wei.The chain marketing model under the value chain perspective[J].Insurance Studies,2009(4). |
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| Authors: | Li Guang-rong Wang Jian-wei |
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| Abstract: | The chain marketing model in insurance industry is an important innovation in the financial service field.Based on the theory of value chain,the article analyzed essential characteristics and operation features of the insurance chain marketing model,and thoroughly elaborated on how the chain marketing network could integrate the resources of an insurance enterprise and promote business process optimization and organizational restructuring.Finally,the article arrived at the conclusion that the model was help... |
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| Keywords: | insurance enterprises chain marketing model value chain |
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