A财产保险安徽分公司车险渠道营销的策略研究

发布时间：2018-06-04 17:04

本文选题：机动车辆保险 + 车险渠道　；参考：《安徽大学》2015年硕士论文

【摘要】：2014年7月,国务院常务会议通过了《关于加快发展现代保险服务业的若干意见》(以下简称《意见》),李克强总理在此次会议上明确的提出了加快现代保险业发展的工作,将中国保险行业的发展提升至了国家战略的高度。《意见》明确提出“保险业是现代服务业发展的重点,具有巨大潜力”,为保险行业指明了发展路线。《意见》出台后,中国保险行业监督管理委员会主席项俊波,在解读中国保险业的新历史性定位时,做出了如下的表述：“保险行业是现代经济的重要产业、市场经济的基础性制度和风险管理的基本手段,可以在服务国家治理体系和治理能力现代化的进程中大有作为。”作为经营风险的行业,保险行业的特殊性决定了只有拥有更大的保费规模,才能保证充足的偿付能力和坚实的抗风险能力,进而才能获得更高的利润,才能有稳健的发展。由于当下我国的非车险市场发展缓于车险市场,因此作为保险业两大板块之一的财产保险行业,其发展主要还是依靠机动车辆保险的业务带动,近年来车险业务一直保持着整个财产保险保费收入的六至七成。除了个别经营特殊险种的财产保险公司外(如出口信用保险公司),其他所有传统的财产保险公司的保费规模的扩大和提升,都需通过机动车辆保险业务的增长来实现。从车险的角度而言,财产保险公司为了增加车险保费收入,扩大保费来源,除了挖掘自有渠道的潜力之外,还须借助外界渠道扩展保险产品与客户的接触面,如此才能有效的提高保险产品的销售量。所谓“得渠道者得天下”,车险营销渠道的建设、管理和拓展,对于财产保险公司有着极其重要的作用。本文以A财产保险公司安徽分公司的车险渠道营销的现状为研究对象,研究结果能够对A财产保险公司安徽分公司的车险渠道规划、建设、管理和发展提供明确的理论依据,具有较好的参考意义。本文分为六大章,五部分。本文第一部分主要表明本文的研究意义与研究背景,以国内外的研究现状作为参照,确定本文的理论依据、研究内容以及研究方法；第二部分以渠道营销的相关概念作为切入点,对机动车辆保险、车险营销、车险渠道营销等概念进行界定,初步分析车险市场的大环境；第三部分则是展示分析A财产保险公司安徽分公司目前车险渠道营销的现状,确定安徽分公司在车险渠道营销上存在的问题；第四部分明确A产险安徽分公司所处的市场环境和外部竞争环境,通过通过PEST分析法,展示A公司安徽分公司所处的市场环境和自身的优势、劣势、机会和威胁,并初步拟定策略；第五部分,在前文研究的基础上,提出针对A产险安徽分公司的车险渠道营销存在的问题的解决方案和改进策略。
[Abstract]:In July 2014, the executive meeting of the State Council adopted the "opinions on speeding up the Development of Modern Insurance Services" (hereinafter referred to as "opinions"). At this meeting, Premier Li Keqiang explicitly proposed the work of speeding up the development of modern insurance industry. The development of China's insurance industry has been promoted to the height of national strategy. "Insurance industry is the key point of the development of modern service industry and has great potential", which points out the development route for the insurance industry. Xiang Junbo, chairman of the China Insurance Industry Regulatory Commission, made the following statement when interpreting the new historical positioning of China's insurance industry: "the insurance industry is an important industry in the modern economy. The basic system of market economy and the basic means of risk management can make great progress in the process of serving the national governance system and the modernization of governance capacity. " As a business risk industry, the particularity of the insurance industry determines that only with a larger scale of insurance premiums, can sufficient solvency and solid ability to resist risks be guaranteed, and then higher profits can be obtained and stable development can be achieved. As the development of non-auto insurance market in our country is slower than that of auto insurance market, the property insurance industry, as one of the two major sectors of the insurance industry, is mainly driven by the business of motor vehicle insurance. In recent years, auto insurance business has maintained the entire property insurance premium income 60-70%. With the exception of individual property insurance companies dealing with special types of insurance (such as export credit insurance companies), the expansion and upgrading of the insurance premiums of all traditional property insurance companies need to be realized through the growth of motor vehicle insurance business. From the point of view of auto insurance, property insurance companies, in order to increase insurance premium income and expand premium sources, in addition to tapping the potential of their own channels, also need to expand the contact between insurance products and customers through outside channels. Only in this way can the sales volume of insurance products be increased effectively. The construction, management and development of auto insurance marketing channels play an extremely important role in property insurance companies. This paper takes the current situation of vehicle insurance channel marketing in Anhui Branch of A property Insurance Company as the research object. The research results can provide a clear theoretical basis for the planning, construction, management and development of the vehicle insurance channel in Anhui Branch of A property Insurance Company. It has good reference significance. This paper is divided into six chapters and five parts. The first part of this paper mainly shows the significance and research background of this paper, taking the domestic and foreign research status as the reference, determines the theoretical basis, research content and research methods; The second part takes the relevant concepts of channel marketing as the breakthrough point, defines the concepts of motor vehicle insurance, auto insurance marketing and vehicle insurance channel marketing, and analyzes the general environment of auto insurance market. The third part is to show the analysis of A property insurance company Anhui branch of the current status of vehicle insurance channel marketing to determine the Anhui branch in the vehicle insurance channel marketing problems; The fourth part clarifies the market environment and the external competition environment of A property insurance Anhui branch. Through pest analysis, it shows the market environment and its own strengths, weaknesses, opportunities and threats. In the fifth part, on the basis of the previous research, the author puts forward the solutions and improvement strategies for the problems existing in the channel marketing of vehicle insurance in Anhui Branch of A property Insurance Company.
【学位授予单位】：安徽大学
【学位级别】：硕士
【学位授予年份】：2015
【分类号】：F842.3;F274

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