平安公司营销体制及其改革研究

发布时间：2018-04-26 21:33

本文选题：保险 + 个人营销制度　；参考：《河南大学》2013年硕士论文

【摘要】：1992年，我国引进了个人保险营销制度，经过二十多年的发展，其为保险业的快速成长做出了突出的贡献，人寿保险公司会优先选择此种销售渠道，以增强自身在行业内的竞争力。但是，在我国经济转型的阶段，保险业的发展也日新月异，随着社会条件的改变，这种制度的隐患和弊端已经一步步显现出来。所以，现行保险营销体制的改革和进一步的完善是当前保险公司的一个重要任务。本文通过分析平安公司营销体制现状的优劣势，并与国外成熟和优秀的经验比较，结合我国寿险业发展现状和当前的市场与社会环境，对员工制、代理公司、个人代理人三种转型方式进行了分析，分析结果表明，，每一种转化模式都有其优点和局限性，落实到某一公司的个险营销制度转型，必须在充分研究公司发展战略和销售队伍现状的基础上才能做出转型选择。本篇文章的创新之处在于：从实际解决问题的角度以平安公司作为研究对象，对寿险个人营销体制的转型可能会面临的困境和具体的解决方案进行了深入分析，以不同转型模式进行研究，预测对公司带来的影响和转型效果，进一步为其他寿险公司的转型提供参考，以期提高本篇文章的实用性。本篇论文的结论：从实际出发，以现有寿险营销制度为基础，逐步推进制度的转型，有机的结合多种有效转型模型，根据自己公司的实际情况，找到平稳、优化的营销体制转型之路。
[Abstract]:In 1992, China introduced the personal insurance marketing system. After more than 20 years of development, it has made outstanding contributions to the rapid growth of the insurance industry. Life insurance companies will give priority to this kind of sales channel. To enhance their competitiveness in the industry. However, in the stage of economic transformation in China, the development of the insurance industry is changing with each passing day. With the change of social conditions, the hidden dangers and drawbacks of this system have emerged step by step. Therefore, the current insurance marketing system reform and further improvement is an important task of the current insurance companies. By analyzing the advantages and disadvantages of the current marketing system of Ping an Company, and comparing with the mature and excellent experience of foreign countries, combining the present situation of life insurance industry development and the current market and social environment of our country, this paper deals with the employee system and the agency company. The results show that each transformation mode has its own advantages and limitations. We must fully study the company's development strategy and the current situation of the sales force before we can make the transition choice. The innovation of this article lies in: taking Ping an Company as the research object from the point of view of practical solution, this paper makes a deep analysis of the dilemma and concrete solution that the transformation of personal marketing system of life insurance may face. In order to improve the practicability of this article, this paper makes a research on different transformation models, predicts the influence and effect of transformation on the company, and further provides reference for the transformation of other life insurance companies in order to improve the practicability of this article. The conclusion of this paper: proceed from the reality, based on the existing life insurance marketing system, step by step promote the transformation of the system, organic combination of a variety of effective transformation models, according to their own company's actual situation, find a smooth, Optimized marketing system transformation road.
【学位授予单位】：河南大学
【学位级别】：硕士
【学位授予年份】：2013
【分类号】：F842.3

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