人保兰州分公司机动车辆保险营销渠道研究

发布时间：2018-05-18 12:27

本文选题：车辆保险 + 营销渠道　；参考：《兰州大学》2013年硕士论文

【摘要】：在我国保险业,渠道创新始终是保险企业维持竞争力的法宝之一。1992年,美国友邦首次将保险营销员制度引入中国,并迅速被国内部分保险企业所效仿和采用,成为了推动个人业务发展的主要销售渠道。2003年兼业代理渠道特别是银行代理渠道开始为一些保险企业所重视和培育,规模迅速壮大,目前已成为部分寿险公司最大的营销渠道。进入21世纪,随着互联网时代的来临,以电话销售和博客、微博等网络销售为代表的新兴渠道又异军突起,打破了时空和地域限制,以其交互式、个性化、高效性和经济性等特点受到越来越多消费者的青睐和信任,使保险一对多的销售成为现实,开始挑战传统渠道的市场地位,成为保险公司未来最具有成长性的营销渠道。对于保险行业而言,传统渠道与新兴渠道并存竞生将是未来一段时间的主流。首先,保险产品的非标准化特征,使个人代理、机构代理、经纪甚至交叉互动等传统渠道在一定时期内仍然是普通大众获得产品和服务的主要方式；其次,信息技术革命方兴未艾,技术与产品、服务更加完美的结合,最终将颠覆和重塑人们的消费习惯,网销、电销等新兴渠道势必成为保险业未来发展的关键；第三,无论是传统渠道,还是电销、网销、手机、微博等新兴销售渠道及销售方式,都需要与之相配套的销售产品及售后服务作为支撑。否则,虽然初期会被消费者热捧,但最终还是不会被认可；第四,无论是传统渠道,还是新兴渠道,保险企业渠道建设和布局能否成功取决于企业是否具有领先的发展和服务理论,这才是渠道管理和创新的真谛所在。竞争时代,渠道为王。所有能被保险业利用的销售渠道,都在被积极探索和开发。以电话销售为代表的新渠道呈现出广阔的发展前景,正在加速行业洗牌,种种情况引发了市场担忧,迫使行业重新思考业务增长模式。毋庸置疑,当下的渠道问题预示着行业巨大的转型。本文分析了车险传统销售渠道与新兴销售渠道的特点,从而找出新渠道车险业务发展规律,在渠道营销实践中以此规律为指导,把传统渠道营销与新渠道营销结合起来,设计出一条保险渠道营销创新高效的路子,供车险销售管理层及车险销售人员参考。
[Abstract]:In China's insurance industry, channel innovation has always been one of the magic weapons for insurance enterprises to maintain their competitiveness. In 1992, American friends introduced the insurance marketer system into China for the first time, and was quickly emulated and adopted by some domestic insurance enterprises. In 2003, the concurrent-business agency channel, especially the bank agency channel, began to be valued and cultivated by some insurance enterprises, and the scale grew rapidly, which has become the biggest marketing channel for some life insurance companies. In the 21st century, with the advent of the Internet era, the emerging channels, such as telephone sales, blog, Weibo and other network sales, have suddenly emerged, breaking the space and time and regional restrictions, with its interactive, personalized, and so on. The characteristics of efficiency and economy are favored and trusted by more and more consumers, which make the one-to-many sales of insurance become a reality, begin to challenge the market position of traditional channels, and become the most growing marketing channel for insurance companies in the future. For insurance industry, the coexistence of traditional channels and new channels will be the mainstream in the future. First, the non-standardized characteristics of insurance products make the traditional channels such as personal agents, agency agents, brokers and even cross-interactions remain the main way for the general public to obtain products and services for a certain period of time. The information technology revolution is in the ascendant. A more perfect combination of technology, products, and services will eventually subvert and reshape people's consumption habits, network sales, electricity sales, and other emerging channels are bound to become the key to the future development of the insurance industry; third, Both traditional channels and new sales channels such as electric sales, internet sales, mobile phones, Weibo and other new sales channels and sales methods need to be supported by matching sales products and after-sales service. Otherwise, although initially popular with consumers, it will not be recognized in the end. Fourth, whether it is traditional or emerging channels, The success of channel construction and distribution of insurance enterprises depends on whether they have the leading theory of development and service, which is the true meaning of channel management and innovation. Competition times, channel is king. All sales channels that can be used by the insurance industry are being actively explored and developed. The new channel, represented by telephone sales, presents a broad prospect of development and is accelerating the reshuffle of the industry, which has triggered market concerns and forced the industry to rethink its business growth model. There is no doubt that the current channel problems foreshadow a huge transformation of the industry. This paper analyzes the characteristics of the traditional and emerging sales channels of auto insurance, and finds out the development law of the new channel auto insurance business. Under the guidance of this law in the channel marketing practice, it combines the traditional channel marketing with the new channel marketing. To design an insurance channel marketing innovative and efficient way for auto insurance sales management and auto insurance sales personnel reference.
【学位授予单位】：兰州大学
【学位级别】：硕士
【学位授予年份】：2013
【分类号】：F274;F842.63

【参考文献】