保险行业形象重塑策略分析【摘要】在国家战略的推动以及人民日益增长的保险需求下，保险业得到了快速的发展，但保险行业形象相对滞后一直是整个保险业头疼的事情，保险行业形象不佳阻碍了保险业的健康发展。本文主要采用数据分析法、文献考察法以及案例分析法从保险营销和保险理赔两大方面分析保险行业形象的影响因素。在保险营销方面，保险营销管理体制不佳、保险营销目的性强，保险营销方式不适；在保险理赔方面，理赔程序繁琐，理赔纠纷众多等。最后根据这些具体的影响因素针对性地提出相关策略。【关键词】保险行业形象，保险营销，保险理赔Analysis of the image reshaping strategy of the insurance industry [Abstract] Driven by the promotion of national strategy and the increasing insurance demand of the people, the insurance industry has developed rapidly, but the relatively lagging image of the insurance industry has always been a headache for the entire insurance industry, and the poor image of the insurance industry has hindered the healthy development of the insurance industry. This paper mainly uses the data analysis method, literature review method and case analysis method to analyze the influence factors of the insurance industry image from the two major aspects of insurance marketing and insurance claims. In terms of insurance marketing, the insurance marketing management system is poor, the purpose of insurance marketing is strong, and the method of insurance marketing is unsuitable. In terms of insurance claims, the claims procedures are cumbersome and there are many claims disputes. Finally, relevant strategies are proposed according to these specific influencing factors. [Key words] Insurance industry image, insurance marketing, insurance claims目 录1 前言...................................................11.1研究背景....................................................11.2研究意义..................................................
