SC财险公司车商渠道业务发展策略研究

发布时间：2019-06-06 18:21

【摘要】：车商渠道是通过汽车制造商、销售商、修理商及其成立的专/兼业代理机构代理销售保险产品的营销渠道。车商渠道是财险公司车险业务发展的重要渠道之一,车商渠道业务品质优、规模大,对于车险优质业务发展起着重要推动作用,是各家财险公司纷纷争抢的市场蛋糕。在市场竞争日益激烈的形势下,车商凭借新车保源的控制,向财险公司索要高额手续费用和送修资源,财险公司在与车商博弈的合作关系中,逐渐陷于被动地位,行业利润严重外流。本文基于以往学者关于车商渠道的相关理论及研究,以较为典型的一家市场主体——SC财险公司为例,分析车商渠道业务发展的现状与难题。从宏观、中观、微观三个层次分析该公司车商渠道发展环境,并借助波特“五力模型”和“SWOT分析法”,剖析车商渠道业务发展的优、劣势,从夯实基础管理、实现上下联动和整合资源等方面,探讨财险公司在与车商业务合作关系中如何取得相对优势,进而从企业层、当地业务层、具体职能层三个层面,自上而下梳理发展策略,为该类市场地位的财险公司在车商渠道市场竞争中取得发展优势提供策略建议。车商渠道业务合作通常是多对多合作,多家财险公司和多家车商进行业务合作,其中的利益关系复杂,财险公司之间是竞争关系,财险公司与车商之间是博弈关系。车商通过财险公司的无序竞争最大限度的获取利益,而财险公司通过车商获得新车保险资源。在车险产品同质化竞争中,财险公司很难通过某一发展策略实现合作地位的转变,很难在同业竞争中脱颖而出。基于此,本文围绕SC财险公司的实际情况,把维系车商关系上升到客户服务的高度,运用细分原理,清分合作伙伴,通过激励评估、品质管控、资源整合、提升服务等方面提出策略建议,尽可能地弥补发展短板,实现相对核心的竞争优势,为相关领域的工作提供参考与借鉴。
[Abstract]:The automobile dealer channel is the marketing channel which sells the insurance product through the automobile manufacturer, the seller, the repair agent and its established special / concurrent agency. The automobile merchant channel is one of the important channels for the development of the car insurance business of the property insurance company. The automobile merchant channel business quality is excellent, the scale is large, plays the important promotion function to the automobile insurance high quality business development, is each property insurance company scrambles for the market cake one after another. Under the situation of increasingly fierce market competition, car dealers demand high formalities and repair resources from property insurance companies by virtue of the control of new car insurance sources. Property insurance companies are gradually trapped in a passive position in the cooperative relationship of game with car dealers. There is a serious outflow of profits from the industry. Based on the previous theories and research on automobile channel, this paper takes SC property insurance company, which is a typical market main body, as an example, and analyzes the present situation and difficult problems of the development of automobile dealer channel business. This paper analyzes the development environment of the automobile merchants' channels from the macro, meso and micro levels, and with the help of Porter's "five forces model" and "SWOT analysis method", analyzes the advantages and disadvantages of the development of the automobile merchants' channel business, and strengthens the basic management. From the aspects of realizing up-down linkage and integrating resources, this paper probes into how property insurance companies obtain comparative advantages in the business cooperation relationship with car dealers, and then combs the development strategy from top to bottom from three levels: enterprise layer, local business layer and specific functional layer. It provides strategic suggestions for the property insurance companies with this kind of market position to gain the development advantage in the automobile dealer channel market competition. The channel business cooperation of car dealers is usually many-to-many cooperation, and many property insurance companies and many car dealers cooperate in business, in which the interest relationship is complex, the relationship between property insurance companies is competitive, and the relationship between property insurance companies and car dealers is game relationship. Car dealers maximize benefits through disorderly competition from property insurance companies, while property insurance companies obtain new car insurance resources through car dealers. In the homogeneous competition of automobile insurance products, it is difficult for property insurance companies to realize the transformation of cooperative position through a certain development strategy, and it is difficult to stand out from the competition in the same industry. Based on this, this paper focuses on the actual situation of SC property insurance company, raises the relationship between car operators to the height of customer service, uses the principle of subdivision, divides partners, through incentive evaluation, quality control, resource integration, To improve the service and other aspects of strategic suggestions, as far as possible to make up for the development of shortcomings, to achieve a relatively core competitive advantage, for the work in related fields to provide reference and reference.
【学位授予单位】：山东理工大学
【学位级别】：硕士
【学位授予年份】：2017
【分类号】：F842.634

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