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今年接二连三的空难事故,对我们日常生活的影响是深远的,它让所有的人都重新审视保险对生活的真正意义。实际上,保险公司也利用人们对这些事件的关注,借用媒体连篇报道,不断强化教育人们对保险的认识。保险公司对事件的参与热情,从一个侧面,反映了国内保险公司在经营策略上的改变——对顾客和营销活动的重视。从近期电视荧屏中出现越来越多的保险公司的电视广告,让我们体会到,在中国加入 WTO 的大门推开之后,保险业的竞争不断升温,各保险业巨头加紧跑马圈地的心态。一、电视广告增长飞速根据央视市场研究股份有限公司(CTR)广告监测部提供最新的保险业电视广告监测数据表明,其电视广告花费是芝麻开花节节高。(见图1)
The succession of air crash accidents this year has far-reaching effects on our daily lives and makes all people re-examine the true meaning of insurance in life. In fact, insurance companies also use people’s concerns about these incidents to borrow the media coverage, and continuously strengthen education to people’s understanding of insurance. The enthusiasm of insurance companies in participating in the events reflects from one side the changes of the domestic insurance companies in their business strategies - paying more attention to customers and marketing activities. From the recent TV screen, more and more TV commercials of insurance companies show us that after the door of China’s accession to the WTO is opened up, the insurance industry’s competition is heating up and the insurance giants are stepping up their stance. First, the rapid growth of television advertising According to the CCTV Market Research Co., Ltd. (CTR) Department of Advisers to monitor the latest insurance television advertising monitoring data show that the cost of its television advertising is Sesame blossom. (see picture 1)