A公司车险营销渠道管理研究

发布时间：2018-11-06 07:47

【摘要】：在我国保险界,机动车辆保险(简称：车险)已经成为财产保险公司保费占比最大的险种,本文主要对A公司车险营销渠道管理进行研究。对A公司在车险业务的营销渠道管理和发展规划创新具有良好的参考价值。全文共分为四章,共三个部分。本文首先简单介绍机动车辆营销渠道的相关概念、特点和市场,以及国内外营销渠道理论。同时对我国的车险市场的宏观经济环境、监管环境、技术环境、需求环境等进行分析概括。对车险营销渠道分类以及各渠道的特点和优劣势进行简要阐述。简单介绍渠道冲突的概念、形成原因等。根据A公司现有车险营销渠道现状和内外部影响因素对A公司车险营销各渠道进行逐一研究。发现A公司在车险个人营销渠道中存在扩充市场困难、业务员流失较为严重、上层对营销人员重视度不够等问题；在团队营销渠道中营销成员易产生接受培训等吸收不均匀等问题；在电话营销渠道中营销人员业务素质不足、客户信息收集难度较大、保险产品的认可度不高等问题；在网络营销渠道客户体验度较低等问题；在中介营销渠道中营销人员法律地位较为混乱、代理公司地位较低、受金融机构冲击等问题。并根据SWOT分析法列出A公司环境和自身优劣势组合效果。最终根据A公司各渠道问题提出解决对策,提出在市场营销策略中应注重各车险营销渠道细分、产品及渠道差异化,采取适当的促销手段以及服务创新,有效提高营销人员素质和服务质量,改善激励以及考核制度,强化渠道成员有效沟通,适应日益变化的市场需求。进而推广到全行业,使机动车辆保险业持续、健康、有序、快速的发展,为国民经济的增长作出贡献。
[Abstract]:In the insurance industry of our country, motor vehicle insurance (abbreviated as auto insurance) has become the largest insurance premium of property insurance company. This paper mainly studies the marketing channel management of vehicle insurance in company A. It has good reference value for A company's marketing channel management and development planning innovation in auto insurance business. The full text is divided into four chapters, a total of three parts. Firstly, this paper briefly introduces the concept, characteristics and market of motor vehicle marketing channel, as well as the theory of marketing channel at home and abroad. At the same time, the macroeconomic environment, regulatory environment, technology environment and demand environment of China's auto insurance market are analyzed and summarized. The classification of vehicle insurance marketing channels and the characteristics and advantages and disadvantages of each channel are briefly described. This paper briefly introduces the concept of channel conflict, the causes of formation and so on. According to the present situation and internal and external influencing factors of A company's auto insurance marketing channel, the paper studies each channel of A company's auto insurance marketing one by one. Found that A company in the car insurance personal marketing channels there are difficulties in expanding the market, the loss of salespeople is more serious, the upper level of marketing staff attention is not enough, and so on; In the team marketing channel, the marketing members are easy to receive training and other problems such as uneven absorption; in the telephone marketing channel, the marketing personnel's business quality is insufficient, customer information collection is difficult, and the acceptance of insurance products is not high. In the network marketing channel, the customer experience degree is low, in the intermediary marketing channel, the legal status of the marketing personnel is more confused, the agency company status is lower, and so on by the impact of financial institutions, and so on. According to SWOT analysis, A company's environment and its own advantages and disadvantages are listed. Finally, according to each channel problem of company A, the author puts forward the countermeasures, and points out that in the marketing strategy, attention should be paid to the subdivision of each vehicle insurance marketing channel, the differentiation of products and channels, the adoption of appropriate means of promotion and service innovation. Effectively improve the quality of marketing personnel and service quality, improve the incentive and assessment system, strengthen effective communication among channel members, adapt to the changing market demand. Then it is extended to the whole industry to make the motor vehicle insurance industry develop continuously, healthily, orderly and rapidly, and contribute to the growth of the national economy.
【学位授予单位】：广西大学
【学位级别】：硕士
【学位授予年份】：2013
【分类号】：F842.3

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