中小寿险公司营销渠道的选择及其改进建议

发布时间：2018-03-04 12:11

本文选题：中小寿险公司　切入点：营销渠道　出处：《西南财经大学》2014年硕士论文　论文类型：学位论文

【摘要】：随着我国寿险市场的逐步开放,众多的中小寿险公司逐渐涌现出来,使我国寿险市场充满了活力。中小寿险公司的良好发展有利于打破我国寿险行业的垄断状态,促进我国寿险行业的市场繁荣和充分竞争,可谓意义重大。但是现实是我国中小寿险公司的发展情况并不尽如人意,出现了恶性竞争、大打价格战以及产品和服务同质化严重等诸多问题,出现这些问题一个很重要的原因就是中小寿险公司对于营销渠道的选择利用存在不合理之处。本文通过研究中小寿险公司的发展现状、公司的组织结构以及营销渠道的选择使用状况,发现了其存在的问题,主要是4个方面的问题：严重以规模为导向的发展战略,品牌资本劣势,专业人才匮乏和渠道管理能力较差。然后以生命人寿为案例,通过对其营销渠道发展状况进行分析,指出其营销渠道存在的问题,然后进一步分析其出现问题的原因,通过这一实例来进一步印证上述的结论,最后本文基于中小寿险公司与大型寿险公司各自的特点,认为目前绝大多数中小寿险公司难以通过简单的规模扩张来迅速扩大市场份额,并最终成为一个大型寿险公司。因此本文提出了中小寿险公司应转变发展战略,对市场进行细分,建立起差异化竞争优势,然后本文对于中小寿险公司营销渠道目前存在的问题,也进行了有针对的改进。全文共分为5章：第一章介绍了研究的背景和意义,归纳总结了前人的相关研究发现,提出研究方法,概述了研究内容和基本框架。第二章概述了中小寿险公司营销渠道的相关概念,包括中小寿险公司的界定,相关营销渠道理论的介绍,以及对寿险各种营销渠道进行解释,分析其优缺点,然后指出了影响中小寿险公司营销渠道选择的因素。第三章主要是对中小寿险公司营销渠道的选择现状进行描述,主要有以下几方面：中小寿险公司总体发展比较缓慢；通常在发展的过程中会充分利用自己的股东优势来开展营销；个人营销渠道占比较低,而且过于依赖银保渠道；对于新型营销渠道的利用较为重视,然后分析其形成目前这种现状的深层次原因是：中小寿险公司有着扩大保费规模的迫切性,但是由于品牌和资本的先天劣势,使其难以迅速扩大保费规模,并且中小寿险公司在发展的过程中还普遍存在渠道管理能力较差和专业人才匮乏的问题,这些问题也制约了中小寿险公司的快速发展。第四章选取了一家中小寿险公司生命人寿进行具体分析,首先对生命人寿的发展状况进行了描述,并对其目前各个营销渠道的发展现状进行了介绍,其次对其快速发展过程中所暴露出的问题进行了分析,最后对生命人寿在发展过程中所面临问题的原因进行分析。第五章根据前面对中小寿险公司的研究,有针对性的给出了中小寿险公司的改进建议,主要是要转变以规模为导向的发展战略和对现有的营销渠道模式进行改进。本文的创新之处主要有两点：第一研究对象的特殊性。目前我国对保险营销渠道进行研究时,较少将中小寿险公司单独列出来进行研究。但是由于中小寿险公司往往有自己的特点,许多问题和解决的办法不能与大型寿险公司一概而论,往往需要更加有针对性。目前我国专门针对中小寿险公司营销渠道选择方面的研究相对较少,本文的研究可以对此有一些补充参考意义。第二、本文通过分析中小寿险公司营销渠道的选择现状,同时与大型寿险公司进行对比,得出了中小寿险公司难以通过规模扩张取得突破这一结论。这一结论可为我国中小寿险公司的发展提供一定的指导作用。综上所述,通过本文的分析论证,有利于中小寿险公司重新审视自己的发展战略,从而回归到一个基于自身实际状况的发展轨道上来,有利于中小寿险公司对营销渠道更加合理有效的使用,从而促进中小寿险公司的健康发展。
[Abstract]:With the gradual opening of China's life insurance market, many small and medium-sized life insurance companies have gradually emerged, the life insurance market in China is full of vitality. The good development of small and medium-sized life insurance companies will help break the monopoly state of China's life insurance industry, and promote China's insurance industry market prosperity and full competition, it is of great importance. But the reality is that the development of small and medium-sized life insurance companies in China is not satisfactory, the emergence of vicious competition, many problems play the price war and the homogenization of products and services is serious, these problems have a very important reason is that in the small life insurance companies for the marketing channel of the choice is unreasonable. In this paper, by studying the development situation of small and medium-sized life insurance company the company's organizational structure, marketing channels and the choice of usage, found the existing problems, mainly from 4 aspects: the serious scale The development strategy oriented, inferior brand capital, lack of professional talents and channel management ability. Then taking life as a case, through the marketing channel development situation analysis, points out the existing problems in its marketing channel, and then a further analysis of the cause of the problem, through this example to further confirm the above conclusion. Finally, based on the small and medium-sized life insurance companies and large insurance companies own characteristics, that the vast majority of small and medium-sized life insurance companies is difficult to pass a simple expansion to the rapid expansion of market share, and ultimately become a large life insurance companies. Therefore this paper presents that the small life insurance companies should change the development strategy, market segmentation, build competitive differentiation then the advantage, existing marketing channel of small and medium-sized life insurance companies, also carries on the improvement. The full text is divided into It is the 5 chapter:
The first chapter introduces the background and significance of the research, summarizes the previous research findings, proposes the research methods, summarizes the research content and the basic framework.
The second chapter summarizes the related concepts of marketing channel of small and medium-sized life insurance companies, including the definition of small and medium-sized life insurance companies, the related theory of marketing channel is introduced, and the various life insurance marketing channels are explained, analyzed its advantages and disadvantages, and then points out the factors influencing the way of marketing channel choice for small and medium sized life insurance companies.
The third chapter is the choice of status of the marketing channel of medium and small sized life insurance companies are described, mainly in the following aspects: the overall development of small and medium-sized life insurance companies is relatively slow; usually in the process of development will make full use of their advantages to shareholders to carry out marketing; personal marketing channel is relatively low, and dependent on the bancassurance channel; for the use of new the marketing channel has been paid more attention, and then analyze the deep-seated reasons of this situation are: small and medium-sized life insurance companies have to expand the urgency of the size of the premium, but because the brand and capital inherent disadvantages, making it difficult to quickly expand the size of the premium, and small and medium-sized life insurance companies in the development process are also common channel management ability and the lack of professional talents, these problems have restricted the rapid development of small and medium-sized life insurance companies.
The fourth chapter selects a small life insurance company life insurance for specific analysis, the first development status of life insurance are described, and the current status of the development of the various marketing channels are introduced, then the rapid development of exposed problems in the process are analyzed, the problems on the cause of life insurance facing in the development process were analyzed.
The fifth chapter, based on the previous research on small and medium-sized life insurance companies, gives targeted suggestions for improvement of small and medium-sized life insurance companies, mainly to transform the scale oriented development strategy and improve the existing marketing channel mode.
In this paper, there are two main innovations: first special research object. At present our country to study the insurance marketing channel, less small life insurance companies listed separately for research. But because of the small and medium-sized insurance companies often have their own characteristics, and many problems cannot be solved with large life insurance companies to generalize, often need more targeted. At present our country specific research relatively few marketing channel choice for small and medium-sized life insurance companies, this paper can have some supplementary reference. Second, by analyzing the status quo of marketing channel of small life insurance company, and compared with the large life insurance companies, the small and medium-sized life insurance companies is difficult to obtain through scale expansion to break this conclusion. This conclusion can provide some guidance for the development of small and medium-sized life insurance companies in China.
In summary, through analyzing, is conducive to small and medium-sized life insurance companies to re-examine their own development strategies, so as to return to a development track based on the actual situation, is conducive to the use of small life insurance company marketing channel of more reasonable and effective, so as to promote the healthy development of small and medium-sized life insurance companies.

【学位授予单位】：西南财经大学
【学位级别】：硕士
【学位授予年份】：2014
【分类号】：F274;F842.3

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