我国寿险公司营销渠道模式研究
发布时间：2019-02-09 18:24
【摘要】：近年来，保险投诉事件连年攀升，销售误导情况屡见报端。为了重塑保险行业的声誉和形象，保险营销政策接连出台，矛头直指广被垢病而又是寿险公司业务主要来源的个人代理人及兼业代理人。寿险公司保费收入锐减，营销渠道瓶颈突现，改革现有的营销渠道模式势在必行。本文针对以上问题，从研究我国寿险营销渠道模式现状及其演变出发，分析寿险公司渠道模式存在的问题，并通过对三个比较典型的国际保险市场渠道模式进行研究，吸收先进渠道模式经验，结合寿险公司营销渠道模式选择需要考虑的因素，基于营销和管理的基本理论、现行监管政策以及先进渠道模式经验等进行渠道模式整合设计，提出目前寿险公司营销渠道模式的解决之道，，即整合寿险公司现有资源及渠道，实行产销分离，设立专属保险销售公司，因地制宜地发展如网络保险等在内的新型渠道模式，为寿险公司的营销渠道改革及长期、可持续发展提供实施建议。
[Abstract]:In recent years, insurance complaints have been rising year after year, sales misguided situation is frequently seen in newspapers. In order to rebuild the reputation and image of the insurance industry, the insurance marketing policy has been issued one after another, aiming at the personal agent and the concurrent-business agent who are the main source of the life insurance company's business. The insurance premium income of life insurance company drops sharply, the bottleneck of marketing channel appears suddenly, it is imperative to reform the existing marketing channel mode. In view of the above problems, this paper analyzes the problems existing in the channel mode of life insurance company from the study of the current situation and evolution of the marketing channel mode of life insurance in China, and through the study of three more typical international insurance market channel model. Absorbing the experience of advanced channel mode, combining the factors that need to be considered in the choice of marketing channel mode of life insurance company, based on the basic theory of marketing and management, current supervision policy and advanced channel mode experience, etc., The solution of the current marketing channel mode of life insurance company is put forward, that is, to integrate the existing resources and channels of life insurance company, to separate production and marketing, to set up exclusive insurance and sales company, to develop new channel mode such as network insurance according to local conditions, etc. To provide suggestions for the long-term and sustainable development of life insurance company's marketing channel reform.
【学位授予单位】：广东商学院
【学位级别】：硕士
【学位授予年份】：2013
【分类号】：F274;F842.3
本文编号：2419263
[Abstract]:In recent years, insurance complaints have been rising year after year, sales misguided situation is frequently seen in newspapers. In order to rebuild the reputation and image of the insurance industry, the insurance marketing policy has been issued one after another, aiming at the personal agent and the concurrent-business agent who are the main source of the life insurance company's business. The insurance premium income of life insurance company drops sharply, the bottleneck of marketing channel appears suddenly, it is imperative to reform the existing marketing channel mode. In view of the above problems, this paper analyzes the problems existing in the channel mode of life insurance company from the study of the current situation and evolution of the marketing channel mode of life insurance in China, and through the study of three more typical international insurance market channel model. Absorbing the experience of advanced channel mode, combining the factors that need to be considered in the choice of marketing channel mode of life insurance company, based on the basic theory of marketing and management, current supervision policy and advanced channel mode experience, etc., The solution of the current marketing channel mode of life insurance company is put forward, that is, to integrate the existing resources and channels of life insurance company, to separate production and marketing, to set up exclusive insurance and sales company, to develop new channel mode such as network insurance according to local conditions, etc. To provide suggestions for the long-term and sustainable development of life insurance company's marketing channel reform.
【学位授予单位】：广东商学院
【学位级别】：硕士
【学位授予年份】：2013
【分类号】：F274;F842.3
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本文编号：2419263
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