我国寿险公司营销渠道转型研究

发布时间：2018-02-27 16:34

本文关键词： 寿险营销渠道转型整合　出处：《复旦大学》2014年硕士论文　论文类型：学位论文

【摘要】：我国自1982年恢复人身险业务以来,三十年间取得了较快的发展。寿险业的快速发展与营销渠道的发展密切相关。1992年由友邦保险将代理人制度的引入我国,促使了我国寿险市场中个险业务的发展。2000年以后,银邮渠道的快速崛起,带来了我国寿险业又一轮的快速发展。近年来,营销员渠道和银邮渠道已成为我国寿险公司主流的营销渠道。此外,保险专业中介机构以及电销、网销等也在我国寿险市场上崭露头角,但整体市场份额较低,处于我国寿险公司营销渠道的补充地位。然而,营销渠道在促进寿险业发展的同时,自身也面临中种种问题。寿险营销员大进大出、专业素质较低,人均产能较低,近年来又出现了“增员难”的问题,保费“增长乏力”；银保渠道中保险公司与银行合作松散,销售误导现象层出不穷,同时销售的产品大都是内含价值较低的趸交的短期投资类保险产品,渠道价值贡献率较低；保险专业中介机构规模小并且专业程度较低,在我国寿险市场上整体实力较弱。此外,团险直销近年来发展呈下降趋势,电销与网销等新渠道虽然发展较快,但也存在着种种问题。本文主要对我国寿险公司营销渠道转型进行研究。具体包括五章内容：第一章是导论,介绍研究背景、研究内容与意义等；第二章是介绍我国寿险市场与寿险公司营销渠道整体发展情况；第三章分析我国寿险公司各营销渠道的发展状况,主要对营销员渠道、银邮渠道、保险专业中介机构渠道以及公司直销渠道(包括团险直销、网销以及电销等)的发展情况进行详细分析；第四章是对我国寿险公司营销渠道转型的研究,分析我国寿险公司营销渠道面临的问题以及对我国寿险公司营销渠道转型的建议；第五章是结束语。
[Abstract]:Since the resumption of life insurance business in 1982, China has made rapid development in 30 years. The rapid development of life insurance industry is closely related to the development of marketing channels. In 1992, AIA introduced the agent system into our country. It has promoted the development of insurance business in the life insurance market of our country. After 2000, the rapid rise of the silver and postal channels has brought another round of rapid development of the life insurance industry in our country. In recent years, Marketers' channels and Yinyou channels have become the mainstream marketing channels for life insurance companies in China. In addition, insurance professional intermediary organizations, electronic marketing and online marketing are also emerging in our country's life insurance market, but the overall market share is relatively low. It is in the supplementary position of marketing channel of life insurance company in our country. However, the marketing channel not only promotes the development of life insurance industry, but also faces various problems. In recent years, there has been a problem of "increasing the number of employees" and the insurance premium has been "sluggish". Insurance companies in the channel of banking and insurance have loosely cooperated with the banks, and the phenomenon of misleading sales has been emerging in endlessly. At the same time, most of the products sold are short-term investment insurance products with low value, and the contribution rate of channel value is low; the scale of insurance agency is small and the degree of specialization is low. In China, the overall strength of the life insurance market is relatively weak. In addition, the development of direct sales of group insurance has shown a downward trend in recent years, while new channels, such as electricity sales and net sales, have developed rapidly. However, there are also various problems. This paper mainly studies the marketing channel transformation of life insurance companies in China. It includes five chapters: the first chapter is an introduction, introduces the research background, research content and significance; The second chapter is to introduce the overall development of life insurance market and marketing channels of life insurance companies in China. The development of insurance agency channels and direct marketing channels (including group direct selling, net selling and electric marketing) is analyzed in detail. Chapter 4th is a study on the transformation of marketing channels of life insurance companies in China. This paper analyzes the problems facing the marketing channels of life insurance companies in China and the suggestions for the transformation of marketing channels of life insurance companies in China. Chapter 5th is the conclusion.
【学位授予单位】：复旦大学
【学位级别】：硕士
【学位授予年份】：2014
【分类号】：F842.3;F274

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