中国财产保险营销渠道评价与优化研究

发布时间：2018-03-08 13:42

本文选题：财产保险　切入点：营销渠道　出处：《山东大学》2017年硕士论文　论文类型：学位论文

【摘要】：近年来,从全国范围来看,经济的发展呈缓慢增长的态势,而且在全球金融危机的影响下,国际环境也不是非常理想,金融环境受创,经济处于动荡之中,市场信息和预期都开始不稳定。我国的保险营销渠道一直是坚持以数量致胜,以产品作为导向,这种粗放式的扩张模式随着经济和社会的发展已经无法和市场多样化的需求相适应,如果不进行改变,那么就很难适应时代的发展。目前,随着市场的环境越来越开放,民众的保险意识也逐步深化,保险公司的工作人员不应只满足于传统的营销理念,需要根据目前的新技术、新环境逐渐提升自己的业务技能,并转换思维,发挥创新精神。为促进保险行业的可持续发展,就要对传统营销渠道进行变革,解决其存在的问题,而营销渠道的创新和整合就是变革的关键,同时也是整个保险行业越来越重视的问题,有利于促进保险业的健康发展,同时还能促进中国金融的服务水平提升,增强其竞争力,提高整个保险行业的信用,为现代金融业发展提供动力。本文以中国财产保险营销渠道作为研究对象,以财险营销渠道的相关理论作为指导,分析了中国保险业的现状以及财险营销渠道建设的现状,通过调查了解到,现有的财产保险营销渠道还是有很多不足的地方,比如财险产品开发与营销渠道发展趋势不相符,营销效率低下,各渠道间存在效率损耗,营销队伍素质低,兼业代理市场手续费高、风险大等问题。本文构建了保险公司财险渠道选择的影响因素模型,确立了保险公司财险影响渠道选择的影响因素评估指标及其权重,此外,还分析了公司的财险渠道评价与优化分析,针对财险公司营销渠道建设提出建议,其中就包括加速开拓新型营销渠道、重视专业中介机构渠道建设、加大销售渠道开拓与维护的支持度、寻找适合兼业代理和个人营销渠道的保险类别、对个人代理渠道进行创新等,这些办法对于财险保险公司渠道的建设很有借鉴意义,可以对财险公司营销渠道进行优化,帮助保险公司顺利发展,并让保险公司的地位有一定的提升,从而提高其整体竞争实力。
[Abstract]:In recent years, from the nationwide situation, the development of the economy showed a slow growth trend, but also in the global financial crisis, the international environment is not very ideal, the financial environment hit the economy in turmoil, market information and expectations are not stable. China's insurance marketing channel is always adhere to the winning number the product, as a guide, this extensive expansion mode with the development of economy and society and has been unable to adapt to the needs of market diversification, if not change, so it is difficult to adapt to the development of the times. At present, as the market environment is becoming more and more open, the people's insurance consciousness is gradually deepening, the work of the insurance company personnel should not only satisfy the traditional marketing idea, according to the needs of the new technology, new environment gradually improve their business skills, and the transformation of thinking, play the spirit of innovation to promote conservation. The sustainable development of the insurance industry, to change the traditional marketing channels, to solve the existing problems, and the key of marketing channel innovation and integration is to change, but also the entire insurance industry pays more and more attention, to promote the healthy development of the insurance industry, but also promote Chinese financial services to enhance the level enhancement the competitiveness of the insurance industry, improve the credit, provide the impetus for the development of modern financial industry. The marketing channel China property insurance as the research object, based on the related theories of the insurance marketing channel as a guide, analyzes the current situation of the insurance industry and the status quo of China insurance marketing channel construction, learned through the investigation, the existing property insurance marketing channels still have many deficiencies, such as the development trend of insurance product development and marketing channel is not consistent, inefficient marketing, exists between the channels Efficiency loss, low quality of the sales team, agents and industry market high fees, high risk and so on. This paper constructs the model of factors affecting the selection of insurance channels for insurance companies, insurance companies have established effect insurance effect of channel choice factor evaluation index and its weight, in addition, also analyzed the analysis and optimization of the insurance channel evaluation company. According to the marketing channel construction of insurance company recommendations, including accelerating to develop new marketing channels, professional intermediary channels, increase sales channel development and maintenance support, searching for agents and industry marketing channels and personal insurance categories, the innovation of personal agent channels, these measures for the construction of insurance company the channel is a reference, the marketing channel of insurance company can help insurance companies optimize the smooth development, and let the insurance company's status There is a certain promotion to improve its overall competitive strength.

【学位授予单位】：山东大学
【学位级别】：硕士
【学位授予年份】：2017
【分类号】：F842.3;F274

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