商业财产保险公司营销渠道研究
发布时间：2019-01-23 12:47
【摘要】：保险行业作为我国新兴的朝阳行业，近年来整个行业的快速发展与先进营销管理理念的运用以及公司营销渠道建设与管理的加强密不可分。保险营销渠道联结了保险供求双方，在保险市场营销组合中占据举足轻重的地位。营销渠道建设与管理的好坏将直接决定整个公司的生存与发展。 本文以营销渠道相关理论为基础，以国内最大的商业财产保险公司--中国人民财产保险股份有限公司青岛市分公司为例，回顾了我国保险行业的发展历程和目前国内财产保险营销渠道发展现状，并对国内保险市场现有营销渠道进行了优劣势分析，通过对比分析美国、英国和日本的保险市场和营销渠道特点，启示国内财产保险公司要以消费者需求为中心，设计适合消费者需求的保险产品，提高自身营销能力，完善销售渠道体系。针对青岛财产保险市场的特殊性，提出首先要清分客户群，按照细分市场后的特点和需求实行差异化策略，其次要整合现有资源，使各渠道相互协调和补充，打造全方位无缝隙的营销渠道，最后要清分现有营销渠道，对待直销渠道要走专业化道路，，实行专管专营；对待中介渠道要加强与兼业、专业代理机构和经纪公司的合作；对待个贷营销渠道要协调好与直销渠道的合同关系，增强营销人员的归属感。希望能协调好各个营销渠道的关系，形成合力以适应国内财产保险公司业务发展。
[Abstract]:Insurance industry is a new rising industry in China. The rapid development of the whole industry in recent years is closely related to the application of advanced marketing management ideas and the strengthening of marketing channel construction and management. Insurance marketing channels connect the supply and demand of insurance and occupy a pivotal position in the insurance marketing mix. Marketing channel construction and management will directly determine the survival and development of the whole company. Based on the theory of marketing channel, this paper takes Qingdao Branch, the largest commercial property insurance company in China, as an example. This paper reviews the development of China's insurance industry and the current development of domestic property insurance marketing channels, and analyzes the advantages and disadvantages of the existing marketing channels in the domestic insurance market. The characteristics of the insurance market and marketing channel in Britain and Japan enlighten the domestic property insurance companies to design insurance products that meet the needs of consumers, improve their own marketing ability and perfect the sales channel system, taking consumer demand as the center. In view of the particularity of Qingdao property insurance market, it is proposed that, first of all, the customer base should be sorted out, the differentiation strategy should be implemented according to the characteristics and needs of the subdivided market, and the existing resources should be integrated to make the channels coordinate and supplement each other. To create a comprehensive seamless marketing channels, and finally to divide the existing marketing channels, direct marketing channels to take the road of specialization, the implementation of exclusive franchise; To deal with intermediary channels, we should strengthen the cooperation between professional agencies and brokerage companies, coordinate the contractual relationship with direct marketing channels, and enhance the sense of belonging of marketers. Hope to coordinate the relationship between various marketing channels to form a joint force to adapt to the development of domestic property insurance business.
【学位授予单位】：西安科技大学
【学位级别】：硕士
【学位授予年份】：2013
【分类号】：F274;F842.3
[Abstract]:Insurance industry is a new rising industry in China. The rapid development of the whole industry in recent years is closely related to the application of advanced marketing management ideas and the strengthening of marketing channel construction and management. Insurance marketing channels connect the supply and demand of insurance and occupy a pivotal position in the insurance marketing mix. Marketing channel construction and management will directly determine the survival and development of the whole company. Based on the theory of marketing channel, this paper takes Qingdao Branch, the largest commercial property insurance company in China, as an example. This paper reviews the development of China's insurance industry and the current development of domestic property insurance marketing channels, and analyzes the advantages and disadvantages of the existing marketing channels in the domestic insurance market. The characteristics of the insurance market and marketing channel in Britain and Japan enlighten the domestic property insurance companies to design insurance products that meet the needs of consumers, improve their own marketing ability and perfect the sales channel system, taking consumer demand as the center. In view of the particularity of Qingdao property insurance market, it is proposed that, first of all, the customer base should be sorted out, the differentiation strategy should be implemented according to the characteristics and needs of the subdivided market, and the existing resources should be integrated to make the channels coordinate and supplement each other. To create a comprehensive seamless marketing channels, and finally to divide the existing marketing channels, direct marketing channels to take the road of specialization, the implementation of exclusive franchise; To deal with intermediary channels, we should strengthen the cooperation between professional agencies and brokerage companies, coordinate the contractual relationship with direct marketing channels, and enhance the sense of belonging of marketers. Hope to coordinate the relationship between various marketing channels to form a joint force to adapt to the development of domestic property insurance business.
【学位授予单位】：西安科技大学
【学位级别】：硕士
【学位授予年份】：2013
【分类号】：F274;F842.3
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