分销渠道视角下的广西A财产保险公司内部管理优化研究

发布时间：2018-03-02 12:34

本文选题：财险公司　切入点：分销渠道　出处：《广西大学》2015年硕士论文　论文类型：学位论文

【摘要】：近年来,随着保险业的飞速发展,其在金融体系和当代经济社会中的地位、作用都有了大幅度的改善和提升。财产保险作为保险行业的重要内容,随着我国经济社会的不断进步,其规模迅速在发展壮大,企业之间的市场争夺也随之更加激烈,而在市场争夺中营销渠道是直接决定企业竞争成败的重要因素。相对来说,广西A财险公司成立时间较短,市场份额、营销能力、内控管理等方面与大型财险公司如人保股份、平安财险等相比,其经营能力以及发展都稍逊一色,随着保险业的发展壮大以及市场竞争的加剧,如何完善自身的管理和营销模式,在激烈的市场竞争中立于不败之地,对于A财险公司来说,是发展过程中必须要考虑的关键点,这直接关系到A财险公司的生存和发展。本文从分销渠道管理理论、目标管理理论、冲突管理理论、内部营销理论以及现代激励理论出发,以广西A财险公司为案例,对其分销渠道内部管理的现状和问题进行深入的分析,在此基础上,提出要进行有效渠道沟通管理、规范渠道选择管理、提升分销渠道管理水平、有效管理渠道冲突、加强渠道培训、加强分公司激励管理、优化终端管理等优化对策。最后从组织结构保障、人力资源保障、制度保障等方面提出保障措施。本文的研究成果对于我国财产保险等保险行业都具有一定借鉴启示意义,对于企业来说具有普遍的操作意义。
[Abstract]:In recent years, with the rapid development of the insurance industry, its position and role in the financial system and contemporary economic society have been greatly improved and promoted. Property insurance as an important content of the insurance industry, With the continuous progress of our country's economy and society, its scale is developing rapidly, and the market competition among enterprises is becoming more fierce. In the competition, the marketing channel is the important factor that directly determines the success or failure of the enterprise competition. Compared with large property insurance companies such as PICC and Ping an property insurance companies, Guangxi A property Insurance Company has a relatively short time to establish, market share, marketing ability, internal control management, and so on. Compared with large property insurance companies such as PICC shares, Ping an property Insurance Company, its business ability and development are slightly inferior. With the development of the insurance industry and the aggravation of the market competition, how to perfect its own management and marketing model and stay in an invincible position in the fierce market competition is the key point that must be considered in the development process of A property insurance company. This is directly related to the survival and development of A property insurance company. This paper starts from the distribution channel management theory, the objective management theory, the conflict management theory, the internal marketing theory and the modern incentive theory, taking the A property insurance company in Guangxi as a case study. On the basis of deeply analyzing the present situation and problems of internal management of distribution channels, this paper puts forward that effective channel communication management should be carried out, channel selection management should be standardized, distribution channel management level should be improved, and channel conflicts should be effectively managed. Strengthen channel training, strengthen branch incentive management, optimize terminal management and other optimization countermeasures. Finally, from the organizational structure security, human resources security, The research results of this paper have some enlightening significance for the insurance industry such as property insurance in our country, and also have universal operational significance for enterprises.
【学位授予单位】：广西大学
【学位级别】：硕士
【学位授予年份】：2015
【分类号】：F840.4;F842.3

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