湖南县域商业保险营销现状及对策
发布时间：2019-01-17 09:34
【摘要】：我国保险业在发展的过程中,有一个突出问题就是空间的布局不合理,城乡保险市场发展严重不对称,相对于城市保险市场来说,县域保险市场发展相对滞后。湖南县域居民总人口数达到6306.00万人,占全省总人口数的88.4%；行政区划分面积为20.53万平方公里,占全省总区域的96.9%；地区生产总值为12971.83亿元,占全省生产总值的66.0%,湖南县域商业保险市场的潜力巨大。县域商业保险的营销是开发其市场的重要手段之一,正确分析湖南县域商业保险市场,运用有效的营销策略来促进县域商业保险市场发展,发挥商业保险在和谐社会构建与社会主义新农村建设中的积极作用,不但是政策的要求,也是市场的需求,更是商业保险行业发展的巨大机遇。本文以湖南省为例,在对湖南省的10个县市进行了问卷调查的基础上,对湖南省县域商业保险的营销现状与市场供求方面进行了详细的分析,找出制约湖南县域商业保险营销主要存在的问题有营销观念滞后,营销渠道相对单一、营销的产品缺乏适销性、营销人员素质相对较低、营销管理水平与营销服务体系相对落后、政策性保险的营销发展不平衡、营销监管不完善、营销环境不理想等因素。针对问题提出七点加快发展湖南县域商业保险发展的对策与建议：必须更正营销观念,拓展营销渠道、优化产品设计、提高营销队伍的素质、加强营销管理与服务建设、健全营销监管理机制、营造一个良好的营销环境。本文的研究结果,在一定的程度可以为湖南县域商业保险的发展提供参考。
[Abstract]:In the process of development of insurance industry in our country, there is a prominent problem that the distribution of space is unreasonable, the development of urban and rural insurance market is serious asymmetry, compared with the urban insurance market, the development of county insurance market lags behind. The total population of counties in Hunan has reached 63.06 million, accounting for 88.4% of the total population of the province, and the area of administrative division is 205300 square kilometers, accounting for 96.9% of the total area of the province. The regional GDP is 1.297183 trillion yuan, accounting for 66.0% of the province's GDP. The potential of Hunan county commercial insurance market is huge. The marketing of county commercial insurance is one of the important means to develop its market. The correct analysis of Hunan county commercial insurance market, the use of effective marketing strategies to promote the county commercial insurance market development, Giving full play to the positive role of commercial insurance in the construction of harmonious society and the construction of new socialist countryside is not only the requirement of policy, but also the demand of market, and it is also a great opportunity for the development of commercial insurance industry. Taking Hunan Province as an example, based on a questionnaire survey of 10 counties and cities in Hunan Province, this paper makes a detailed analysis of the marketing situation and market supply and demand of commercial insurance in Hunan Province. To find out the main problems that restrict the commercial insurance marketing in Hunan county are the lag of marketing concept, the relatively single marketing channel, the lack of marketability of marketing products, and the relatively low quality of marketing personnel. The marketing management level and the marketing service system are relatively backward, the marketing development of the policy insurance is not balanced, the marketing supervision is not perfect, the marketing environment is not ideal and so on. The countermeasures and suggestions for accelerating the development of Hunan county commercial insurance are put forward: we must correct the marketing concept, expand the marketing channel, optimize the product design, improve the quality of the marketing team, and strengthen the marketing management and service construction. Improve the management mechanism of marketing supervision and create a good marketing environment. The research results of this paper can provide a reference for the development of Hunan county commercial insurance to a certain extent.
【学位授予单位】：中南林业科技大学
【学位级别】：硕士
【学位授予年份】：2013
【分类号】：F842.6
[Abstract]:In the process of development of insurance industry in our country, there is a prominent problem that the distribution of space is unreasonable, the development of urban and rural insurance market is serious asymmetry, compared with the urban insurance market, the development of county insurance market lags behind. The total population of counties in Hunan has reached 63.06 million, accounting for 88.4% of the total population of the province, and the area of administrative division is 205300 square kilometers, accounting for 96.9% of the total area of the province. The regional GDP is 1.297183 trillion yuan, accounting for 66.0% of the province's GDP. The potential of Hunan county commercial insurance market is huge. The marketing of county commercial insurance is one of the important means to develop its market. The correct analysis of Hunan county commercial insurance market, the use of effective marketing strategies to promote the county commercial insurance market development, Giving full play to the positive role of commercial insurance in the construction of harmonious society and the construction of new socialist countryside is not only the requirement of policy, but also the demand of market, and it is also a great opportunity for the development of commercial insurance industry. Taking Hunan Province as an example, based on a questionnaire survey of 10 counties and cities in Hunan Province, this paper makes a detailed analysis of the marketing situation and market supply and demand of commercial insurance in Hunan Province. To find out the main problems that restrict the commercial insurance marketing in Hunan county are the lag of marketing concept, the relatively single marketing channel, the lack of marketability of marketing products, and the relatively low quality of marketing personnel. The marketing management level and the marketing service system are relatively backward, the marketing development of the policy insurance is not balanced, the marketing supervision is not perfect, the marketing environment is not ideal and so on. The countermeasures and suggestions for accelerating the development of Hunan county commercial insurance are put forward: we must correct the marketing concept, expand the marketing channel, optimize the product design, improve the quality of the marketing team, and strengthen the marketing management and service construction. Improve the management mechanism of marketing supervision and create a good marketing environment. The research results of this paper can provide a reference for the development of Hunan county commercial insurance to a certain extent.
【学位授予单位】：中南林业科技大学
【学位级别】：硕士
【学位授予年份】：2013
【分类号】：F842.6
【参考文献】
相关期刊论文 前10条
1 徐哲,冯U，
本文编号：2409908
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