天安财险营销渠道研究
发布时间：2018-09-03 18:04
【摘要】：天安财产保险股份有限公司是中国首家按照现代企业制度和国际标准组建的股份制商业保险公司,2013年全国财险市场份额排名第十位。随着社会经济的发展,保险业稳定经济运行,促进和谐社会健康发展的作用已被各级社会所重视,为保险业的发展提供了历史机遇。同时保险主体越来越多,保险客户资源抢夺激烈、经营粗放、以价格为主要竞争手段,经营利润不容乐观。因此对保险营销渠道进行分析优化,提高企业核心竞争力,渠道之争成为保险公司竞争的焦点。 本文运用市场营销和管理学理论知识,通过借鉴国内外保险营销渠道发展的先进经验,对天安财险目前的营销渠道现状进行了全面的分析,阐述了各渠道的利弊特点和其存在的问题。同时对天安财险所处营销环境分别从宏观环境、行业环境进行了细致剖析和探讨,对目标市场进行了细分、选择,确定目标营销市场。在此基础上,对营销渠道发展提出了重构策略,全面架构天安财险营销渠道体系。 全文共分七章。第一章绪论,主要介绍了研究的背景、意义、内容、方法及思路等。第二章是介绍了保险营销渠道的基本概念。第三章在对我国保险营销渠道的发展现状进行分析的基础上,结合美国、英国、日本为代表的发达国家和我国港澳台地区保险营销渠道的研究,提出对我国保险营销渠道发展借鉴作用。第四章是对天安财险各保险营销渠道现状的研究,通过分析雇员直销、个人代理、专业中介、兼业代理、新兴渠道等各个渠道的现状,总结渠道发展中出现的问题,并对其产生的原因进行分析。第五章从天安财险营销渠道所处的宏观环境和市场竞争状况进行分析,对险目标市场进行细分、选择和定位。第六章指出天安财险营销渠道的重构策略及保障措施。第七章结论,对本文的主要结论进行总结。
[Abstract]:Tianan property Insurance Co., Ltd. is the first joint-stock commercial insurance company established in accordance with modern enterprise system and international standards in China, ranking 10th in the national property insurance market share in 2013. With the development of social economy, the role of the insurance industry in stabilizing the economic operation and promoting the healthy development of the harmonious society has been attached importance to by all levels of society, which provides a historical opportunity for the development of the insurance industry. At the same time, more and more insurance main body, insurance customer resources grabs the intense, the management is extensive, takes the price as the main competition means, the operating profit is not optimistic. Therefore, the analysis and optimization of insurance marketing channels to improve the core competitiveness of enterprises, channel competition has become the focus of competition of insurance companies. Based on the theoretical knowledge of marketing and management, this paper makes a comprehensive analysis of the current situation of Tianan property insurance marketing channel by referring to the advanced experience of the development of insurance marketing channels at home and abroad. This paper expounds the advantages and disadvantages of each channel and its existing problems. At the same time, the marketing environment of Tianan property insurance is analyzed and discussed from the macro environment and industry environment respectively, and the target market is subdivided, selected, and the target marketing market is determined. On this basis, the paper puts forward the reconstruction strategy for the development of the marketing channel, and sets up the Tianan property insurance marketing channel system in an all-round way. The full text is divided into seven chapters. The first chapter introduces the background, significance, content, methods and ideas of the research. The second chapter introduces the basic concept of insurance marketing channel. The third chapter is based on the analysis of the current situation of the development of insurance marketing channels in China, combined with the United States, Britain, Japan as the representative of the developed countries and China's Hong Kong, Macao and Taiwan area insurance marketing channels research. Put forward to our country insurance marketing channel development use for reference. The fourth chapter is to the Tianan property insurance each insurance marketing channel present situation research, through the analysis employee direct sale, the personal agent, the specialized intermediary, the concurrent-business agent, the emerging channel and so on each channel present situation, summarizes the channel development in the question, And the causes of its occurrence are analyzed. The fifth chapter analyzes the macro environment and market competition of Tianan property insurance marketing channel, and subdivides, selects and locates the target market. The sixth chapter points out the reconstruction strategy and safeguard measures of Tianan property insurance marketing channel. Chapter seven concludes the main conclusions of this paper.
【学位授予单位】：扬州大学
【学位级别】：硕士
【学位授予年份】：2014
【分类号】：F274;F842.3
[Abstract]:Tianan property Insurance Co., Ltd. is the first joint-stock commercial insurance company established in accordance with modern enterprise system and international standards in China, ranking 10th in the national property insurance market share in 2013. With the development of social economy, the role of the insurance industry in stabilizing the economic operation and promoting the healthy development of the harmonious society has been attached importance to by all levels of society, which provides a historical opportunity for the development of the insurance industry. At the same time, more and more insurance main body, insurance customer resources grabs the intense, the management is extensive, takes the price as the main competition means, the operating profit is not optimistic. Therefore, the analysis and optimization of insurance marketing channels to improve the core competitiveness of enterprises, channel competition has become the focus of competition of insurance companies. Based on the theoretical knowledge of marketing and management, this paper makes a comprehensive analysis of the current situation of Tianan property insurance marketing channel by referring to the advanced experience of the development of insurance marketing channels at home and abroad. This paper expounds the advantages and disadvantages of each channel and its existing problems. At the same time, the marketing environment of Tianan property insurance is analyzed and discussed from the macro environment and industry environment respectively, and the target market is subdivided, selected, and the target marketing market is determined. On this basis, the paper puts forward the reconstruction strategy for the development of the marketing channel, and sets up the Tianan property insurance marketing channel system in an all-round way. The full text is divided into seven chapters. The first chapter introduces the background, significance, content, methods and ideas of the research. The second chapter introduces the basic concept of insurance marketing channel. The third chapter is based on the analysis of the current situation of the development of insurance marketing channels in China, combined with the United States, Britain, Japan as the representative of the developed countries and China's Hong Kong, Macao and Taiwan area insurance marketing channels research. Put forward to our country insurance marketing channel development use for reference. The fourth chapter is to the Tianan property insurance each insurance marketing channel present situation research, through the analysis employee direct sale, the personal agent, the specialized intermediary, the concurrent-business agent, the emerging channel and so on each channel present situation, summarizes the channel development in the question, And the causes of its occurrence are analyzed. The fifth chapter analyzes the macro environment and market competition of Tianan property insurance marketing channel, and subdivides, selects and locates the target market. The sixth chapter points out the reconstruction strategy and safeguard measures of Tianan property insurance marketing channel. Chapter seven concludes the main conclusions of this paper.
【学位授予单位】：扬州大学
【学位级别】：硕士
【学位授予年份】：2014
【分类号】：F274;F842.3
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