A公司车险营销渠道的优化建议

发布时间：2018-08-09 17:34

【摘要】：伴随着中国经济的高速增长,机动车辆保险业务发展迅猛。车险业务产品日趋同质化,各大保险公司对于利益的抢夺之间的竞争日趋白热化,在“掌握了渠道,就掌握了市场”理念的指引下,营销渠道的建立与优化成为众多保险公司工作关注的焦点。在我国有众多财险公司参与车险市场的竞争,但真正能在车险业务中实现盈利的企业数量很少,超过一半的财产险业务的车险处于亏损状态。随着车险市场的不断发展,市场竞争逐渐走向规范。目前,机动车辆保险(以下简称:车险)约占整个财产险业务的70%,车险成为财险业发展的重要支柱。车险业务成为财险市场保费收入的主要来源,通过营销渠道的创新,营销部门市场拓展能力的提升已经成为财险企业关注的关键问题之一。随着电话销售和网络销售等全新营销模式的出现,不同公司与不同渠道之间的竞争日趋白热化。在此背景下,保险业需要对营销策略进行及时调整,站上竞争的制高点。论文以A公司的车险业务营销渠道为研究对象,通过对A公司的车险业务渠道建设现状进行系统和全面的分析,分析了各渠道当中存在的主要问题,然后有针对性的提出了在渠道发展和渠道管理方面的优化建议。经研究,本文得出两个主要结论:第一,车险营销渠道需要多元化的保证,A公司需要对现有各个渠道进行有效整合,建立新的一体化销售体系,共享客户资源,提高营销能力;第二,对渠道成员施行差异化管理,始终紧紧围绕车险战略目标,完善现有渠道分配机制,进一步对渠道进行优化,强化管理以减少冲突。
[Abstract]:With the rapid growth of Chinese economy, motor vehicle insurance business is developing rapidly. The auto insurance business products are becoming more homogeneous, and the competition between the major insurance companies for the grabbing of interests is becoming increasingly fierce. Under the guidance of the idea of "mastering channels, mastering the market", The establishment and optimization of marketing channels has become the focus of attention of many insurance companies. In China, there are many property insurance companies participating in the automobile insurance market competition, but the number of enterprises that can really make profits in the auto insurance business is very small, and more than half of the property insurance business is in a state of loss. With the continuous development of the auto insurance market, market competition is gradually moving towards standardization. At present, motor vehicle insurance (hereinafter referred to as auto insurance) accounts for about 70% of the whole property insurance business, auto insurance has become an important pillar of the development of property insurance industry. Auto insurance business has become the main source of premium income in the property insurance market. Through the innovation of marketing channels, the promotion of market expansion ability of marketing departments has become one of the key issues concerned by property insurance companies. With the emergence of new marketing models, such as telephone sales and network sales, competition between different companies and different channels is becoming increasingly intense. Under this background, the insurance industry needs to adjust the marketing strategy in time and stand on the commanding point of competition. This paper takes the vehicle insurance business marketing channel of A Company as the research object, through the systematic and comprehensive analysis of the current situation of the vehicle insurance business channel construction of A Company, analyzes the main problems existing in each channel. Then it puts forward some suggestions on channel development and channel management. Through research, this paper draws two main conclusions: first, vehicle insurance marketing channels need to be diversified to ensure that the company needs to effectively integrate existing channels, establish a new integrated sales system, share customer resources, and improve marketing capabilities; Second, the channel members should be managed differently, always around the strategic goal of auto insurance, improve the existing channel distribution mechanism, further optimize the channel, and strengthen the management to reduce conflicts.
【学位授予单位】：兰州交通大学
【学位级别】：硕士
【学位授予年份】：2015
【分类号】：F274;F842.634

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