浙商财产保险公司营销渠道优化研究

发布时间：2018-06-02 15:35

本文选题：浙商财产保险公司 + 营销渠道　；参考：《安徽财经大学》2016年硕士论文

【摘要】：随着宏观经济的增长,我国保险业在过去的几年中始终保持着高速增长,保险主体的增多、保险产品的不断创新和粗放式的营销方式发挥了重要的作用。2015年,我国的财产保险行业虽然维持着整体盈利,但是各家公司的综合成本率己经明显增高,尤其是我国实行商业车险费率改革之后,许多保险公司承保利润率下降,目前的营销渠道显示出很多弊端。现在,我国的财险业处在营销渠道创新和改革的关键时期,保险市场竞争的焦点已逐步转化为营销渠道的竞争,原有的粗放式营销方式已经不足以满足市场多样化的需求。在激烈的市场竞争环境中,各家保险公司实施了营销渠道改革,加快了新的营销渠道的发展,这一趋势在今后将更加明显。本文首先介绍了保险营销渠道的理论内容,对比了国内外保险营销渠道的现状。然后以浙商财产保险公司为例,通过对该公司各营销渠道目前发展现状的分析,发现公司的营销渠道还存在很多问题,如直销渠道绩效考核体系较为简单,专业中介渠道发展不均衡、兼业代理市场手续费不断攀高、个人代理渠道的队伍素质较低、电子商务渠道发展滞后、产品开发与营销渠道发展趋势不匹配等等,结合浙商财险公司的实际情况,本文提出了一系列优化建议,对营销渠道实行差异化管理,创新个人代理渠道,重视中介渠道建设,加速开拓新型营销渠道,发展一些新型营销渠道如保险手机APP、保险超市等,进行渠道整合和创新,创建多元化发展的营销渠道体系。
[Abstract]:Along with the growth of macro economy, the insurance industry of our country has maintained the high speed growth all the time in the past few years, the increase of the insurance body, the continuous innovation of the insurance product and the extensive marketing method have played an important role. Although the property insurance industry of our country maintains the overall profit, the comprehensive cost rate of each company has been obviously increased, especially after the reform of commercial auto insurance rate in our country, many insurance companies' underwriting profit rate has declined. Current marketing channel shows a lot of malpractice. At present, the property insurance industry of our country is in the key period of marketing channel innovation and reform. The focus of insurance market competition has been gradually transformed into marketing channel competition, and the original extensive marketing mode is no longer sufficient to meet the diversified needs of the market. In the fierce market competition environment, insurance companies have implemented the reform of marketing channels, accelerated the development of new marketing channels, this trend will be more obvious in the future. This paper first introduces the theoretical content of insurance marketing channels, and compares the current situation of insurance marketing channels at home and abroad. Then take Zhejiang property insurance company as an example, through the analysis of the current development of each marketing channel of the company, we find that there are still many problems in the marketing channel of the company, such as the simple performance appraisal system of the direct marketing channel. The development of specialized intermediary channels is not balanced, the handling fees of concurrent-business agents are constantly rising, the quality of personal agency channels is low, the development of e-commerce channels is lagging behind, the development trend of product development and marketing channels is not matched, and so on. Combined with the actual situation of Zhejiang property insurance companies, this paper puts forward a series of optimization suggestions, such as implementing differential management of marketing channels, innovating individual agency channels, paying attention to the construction of intermediary channels, and speeding up the development of new marketing channels. Develop some new marketing channels, such as insurance mobile phone app, insurance supermarket and so on, carry out channel integration and innovation, and create a diversified marketing channel system.
【学位授予单位】：安徽财经大学
【学位级别】：硕士
【学位授予年份】：2016
【分类号】：F842.3;F274

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