我国保险公司的广告策略研究Theinsurancecompany'sadvertisingstrategyresearchinChina摘要保险广告作为保险公司最重要的资源之一，它对保险公司生存和发展的意义是不言而喻的。我国保险公司对广告策略的选择和实施尚存在许多问题和不足，创意水准与国外的保险保险广告存在很大差距、广告诉求内容与受众心理需求关联度不高、广告投放媒体过于单一以及广告宣传忽视保险公司的品牌文化形象地推广，这些问题直接地约束着我国保险业的发展和壮大。同时，随着我国保险业也国际保险业的接轨，以及我国保险法律、监管体系不断健全，保险市场逐步规范化。这就要求我国保险广告方式必须进一步转变和完善，以便更适应我国保险业的发展。目前，我国保险市场已从垄断市场变为竞争性市场。这些变化带来了消费者行为和动机的较大变化，消费动机与行为更趋理性和实效。传统保险广告模式面临着许多挑战，无疑对当前的保险广告提出了新的更高的要求，因此调整广告策略，对激发潜在保险需求，促进保险业健康发展具有重要意义。随着中国保险业进入深化改革、全面开放、加快发展的新阶段,保险业服务经济社会的领域越来越广,承担的社会责任越来越大。保险业正在努力提高科学发展和服务经济社会全局的能力,在探索中国特色保险业发展道路和保障民生方面取得了显著成就。本文通过分析中国目前保险业营销的现状，将探讨未来我国保险广告的发展之路。关键词：保险；广告；策略ABSTRACTInsuranceadvertisingasoneofthemostimportantresourcesofinsurancecompany,itssurvivalanddevelopmentofaninsurancecompany'ssignificanceisself-evident.Insuranceadvertisingisinsurancecompanyinordertomeetthedemandoftheinsurancemarketofoverallactivities.Insurancecompany'schoiceofadvertisingstrategyandimplementationinourcountryisstillexistmanyproblemsandtheinsufficiency,creativelevelthereisabiggapwithforeigninsuranceinsuranceadvertising,advertisingappealcontentandaudience'spsychologicaldemandcorrelationdegreeisnothigh,advertisingmediaistoosingle,andadvertisingignoretheimageoftheinsurancecompany'sbrandculturepromotion,theseproblemsdirectlybindingthedevelopmentandexpansionoftheinsuranceindustryofourcountry.Atthesametime,alongwithourcountry'sinsuranceindustryisalsotheinternationalinsuranceindustry,andconstantlyimprovetheinsurancelawsandregulationsysteminourcountry,theinsurancemarketgraduallystandardized.Thisrequiresourcountryinsuranceadvertisingmustfurthertransformandimprove,toadapttothedevelopmentoftheinsuranceindustryinChina.Atpresent,China'sinsurancemarkethasfrommonopolytoacompetitivemarket.Thesechangeshavebroughtlargevariationoftheconsumerbehaviorandmotivation,consumermotivationandbehaviormorerationalandeffective.Traditionalinsuranceadvertisingmodelisfacedwithmanychallenges,nodoubt,thecurrentinsuranceadvertisementsputforwardthenewhigherrequest,thereforeadjusttheadvertisingstrategy,toinspirepotentialinsurancedemand,promotethehealthydevelopmentoftheinsuranceindustryisofgreatsignificance.AsChina'sinsuranceindustryintothedeepeningreform,fullyopen,acceleratethedevelopmentofthenewstage,insuranceserviceofeconomicandsocialfieldismoreandmorewidely,toundertakethesocialresponsibilityoflargerandlarger.Insuranceindustryisworkinghardtoimprovetheabilityofglobaleconomyandsociety,scientificdevelopmentandservicesintheinsuranceindustryinChinadevelopmentandsafeguardthepeople'slivelihoodhasmadesignificantachievements.ThroughtheanalysisofthestatusquoofChina'scurrentinsurancemarketing,thispaperwilldiscussthefuturedevelopmentofourcountry'sinsuranceadvertisement.Keywords:insurance;Advertisements;strategy目录摘要……………………………………………………………...
