华泰保险EA营销模式研究

发布时间：2018-05-12 19:41

本文选题：华泰保险 + EA　；参考：《北京交通大学》2014年硕士论文

【摘要】：华泰财产保险有限公司(以下简称华泰保险)在国内保险市场首次推行国际市场上流行的EA (Exclusive Agents专属代理人)营销模式在保险业界引起了广泛关注。本文以华泰保险实施EA营销模式为研究对象,以保险营销理论为基础,对华泰保险实施EA营销模式时的内外部环境进行了详细的分析。随后,对华泰保险EA实施现状进行了研究分析,归纳总结了华泰保险实施EA模式四年来的经验与不足。针对华泰保险EA营销模式实施过程中遇到的问题,本文从4P的角度,制定了一个适合华泰保险EA销售模式的营销策略,并提出了保障该营销策略实施的一系列保障措施。通过对华泰保险EA营销策略和保障措施的制定,帮助华泰保险巩固EA营销模式的发展,提升核心竞争力,同时推动国内保险营销领域对营销模式创新的思考。
[Abstract]:Huatai Property Insurance Co., Ltd. (hereinafter referred to as Huatai Insurance) in the domestic insurance market for the first time the implementation of the international market EA (Exclusive Agents exclusive agent) marketing model has aroused widespread concern in the insurance industry. This article takes Huatai Insurance to implement the EA marketing model as the research object, based on the insurance marketing theory, to Hua Taibao The internal and external environment of the risk implementation of EA marketing mode is analyzed in detail. Then, the current situation of the implementation of Huatai Insurance EA is studied and analyzed, and the experience and shortage of the implementation of EA model for four years by Huatai Insurance is summarized. In view of the problems encountered in the implementation of the Huatai Insurance EA marketing model, this paper has formulated a suitable method from the angle of 4P. The marketing strategy of EA sales model of Huatai Insurance is put forward, and a series of safeguard measures are put forward to guarantee the implementation of the marketing strategy. Through the formulation of EA marketing strategy and safeguard measures of Huatai Insurance, Huatai Insurance will help to consolidate the development of EA marketing mode, improve the core competitiveness, and promote the innovation of marketing mode in the field of domestic insurance marketing. Reflection.

【学位授予单位】：北京交通大学
【学位级别】：硕士
【学位授予年份】：2014
【分类号】：F274;F842.3

【参考文献】