摘要
本文用代表营销能力变化的首年保费增速作为衡量寿险公司生命周期的变量,证明了对于寿险公司来说,趸缴和期缴两种业务增长方式的相对优势随企业生命周期变化而转变。本文认为国内保险市场未来发展空间较广阔,寿险公司应当从本公司的实际情况出发,同等重视期缴和趸缴两种保费增长方式,按照市场需求开展业务,并积极探索营销管理体制和营销方式创新,不断提升营销能力以延续或重启企业生命周期。
The article selects the growth rate of first-year premium, which is on behalf of marketing capability, as the variable indicating the life cycle of life insurance companies. For life insurance companies, the comparative advantages of two business growth patterns, which are regular premium and single premium, would change following the life cycle of enterprises. Domestic insurance market has a very promising future. Life insurance companies should pay equal attention to regular premium and single premium according to market demand and the actual situation, actively explore the innovation of marketing management and marketing methods, and improve marketing capability to continue or restart the enterprise life cycle.
出处
《上海金融》
CSSCI
北大核心
2011年第9期31-35,共5页
Shanghai Finance
关键词
期缴保费
趸缴保费
企业生命周期
Regular Premium
Single Premium
Enterprise Life Cycle
