北京市社区居民对EA门店认知度、接受度的调研报告

发布时间：2018-05-11 01:41

本文选题：EA门店 + 认知度　；参考：《首都经济贸易大学》2017年硕士论文

【摘要】：保险社区门店是指保险公司在大型成熟社区内开设、销售保险产品、提供保险服务的经营门店。其服务触角延伸到社区家门,可以为保险消费者提供更方便、快捷、全面的服务。近年来,多家产险、寿险公司对进入社区开展保险销售和服务进行了多种方式的探索。本文通过对目前国内EA门店的了解,并仔细研究了在EA经营领域的领导者华泰财产保险有限公司的经营模式,运用了调查报告的方式,以北京市社区居民为例,考察了北京市社区居民对保险社区门店的认知以及他们从保险社区门店购买保险的意愿,提出了目前在国内经营EA门店模式的特点、优势及可能面临的问题,针对问题并从不同角度提出了解决建议,从门店定位、产品组合创新、服务创新、人才队伍建设等方面提出了相应的解决思路。本文一共包括了五个部分,第一部分,主要介绍此次调研的国内与国外背景,研究内容和意义;第二部分,介绍此次调查问卷的设计,分别从EA门店的兴起、北京市社区居民对EA门店的认知度、北京市社区居民对EA门店的接受度以及北京市社区居民的真实需要等方面入手,了解北京市社区居民对EA门店的接受度以及从EA门店购买保险的意愿,初步对于北京市社区居民的需要以及北京市社区居民对EA门店的接受度进行探究。第三部分,结合调查问卷的统计结果,分析北京市社区居民对EA门店的认知度和接受度;第四部分,实证分析,建立logistic回归模型分析影响北京市居民对EA门店的认知度和接受度的因素;第五部分,我国目前的EA门店的现状和问题分析对未来EA门店的发展提出建议。从客户的角度出发,设计创新产品、多种保险组合,增加EA门店的保险产品,降低EA门店保险费及加大宣传正面引导客户等建议。
[Abstract]:Insurance Community Store refers to the operation of insurance company in large mature community where insurance products are sold and insurance service is provided. Its service tentacles extend to the community door, can provide more convenient, fast, comprehensive service for insurance consumer. In recent years, a number of property insurance, life insurance companies into the community to carry out insurance sales and services to explore a variety of ways. Based on the understanding of EA stores in China at present, and the careful study of the business model of Huatai property Insurance Co., Ltd, a leader in EA business field, this paper applies the method of investigation report to take the community residents of Beijing as an example. This paper examines the cognition of Beijing community residents to the insurance community stores and their willingness to purchase insurance from the insurance community stores, and puts forward the characteristics, advantages and possible problems of managing EA stores in China at present. According to the problems and from different angles, this paper puts forward the corresponding solutions from the aspects of store positioning, product combination innovation, service innovation, talent team construction and so on. This article includes five parts altogether, the first part, mainly introduces the domestic and foreign background, the research content and the significance of this research; the second part, introduces the questionnaire design, respectively from the rise of EA stores, The recognition of EA stores by community residents in Beijing, the acceptance of EA stores by residents in Beijing, and the real needs of residents in Beijing, etc. To understand the acceptance of EA stores and the willingness to buy insurance from EA stores in Beijing, and to explore the needs of community residents in Beijing and the acceptance of EA stores by community residents in Beijing. The third part, combined with the statistical results of the questionnaire, analyzes the awareness and acceptance of EA stores by community residents in Beijing; the fourth part, empirical analysis, The logistic regression model is established to analyze the factors that affect the recognition and acceptance of EA stores in Beijing. The fifth part is the analysis of the current situation and problems of EA stores in China and the suggestions for the development of EA stores in the future. From the customer's point of view, design innovative products, a variety of insurance mix, increase EA store insurance products, reduce EA store insurance premium and increase publicity positive guide customers and so on.
【学位授予单位】：首都经济贸易大学
【学位级别】：硕士
【学位授予年份】：2017
【分类号】：F842.4

【参考文献】