| 基于4V理论的中国人寿安徽分公司营销策略研究 |
| |
| 引用本文： | 程晓春,孙超平.基于4V理论的中国人寿安徽分公司营销策略研究[J].科技和产业,2009,9(12):84-90. |
| |
| 作者姓名： | 程晓春 孙超平 |
| |
| 作者单位： | 1. 中国人寿保险股份有限公司安徽省公司,合肥,230041
2. 合肥工业大学管理学院,合肥,230009 |
| |
| 基金项目： | 合肥工业大学科学发展研究基金资助项目 |
| |
| 摘 要： | 在概述4V营销理论的基础上,文章运用SWOT分析框架具体分析了国寿安徽分公司实施4V营销策略的必要性和可能性,并运用4V理论提出了公司在实践中寿险营销者应注重综合运用多种策略和手段,影响消费者的购买行为,以达到扩大销售、增加利润的目的;最后从人员配备、员工培训、信息化建设和政企关系等角度提出了实施4V营销组合策略的保障措施。
|
| 关 键 词： | 4V营销理论 寿险 保障措施 |
Study on Marketing Strategies for China Life Insurance Co.,Ltd.,Anhui Branch Based on 4V Marketing Mix |
| |
| CHENG Xiao-chun,SUN Chao-ping.Study on Marketing Strategies for China Life Insurance Co.,Ltd.,Anhui Branch Based on 4V Marketing Mix[J].SCIENCE TECHNOLOGY AND INDUSTRIAL,2009,9(12):84-90. |
| |
| Authors: | CHENG Xiao-chun SUN Chao-ping |
| |
| Institution: | CHENG Xiao-chun1,SUN Chao-ping2(1.China Life Insurance Co.,Ltd.,Anhui Branch,Hefei 230041,China,2.School of Management,Hefei University of Technology,Hefei 230009,China) |
| |
| Abstract: | On the brief introduction to the theory of 4V marketing mix,this paper expounds on the inevitability that China Life Insurance Co.,Ltd.,Anhui branch executes the 4V marketing strategy from the perspective of necessities and possibilities by resorting to the frame of SWOT analysis. The corporate marketing scheme is proposed from the insurance categories,customers,and competitors. Finally,the specific measures to ensure the smooth implementation of 4V marketing strategy are given from the perspective of staff... |
| |
| Keywords: | 4V marketing mix strategies life insurance supporting measures |
| 本文献已被 CNKI 维普 万方数据 等数据库收录！ |
|
