新华保险营销员渠道营销策略研究

发布时间：2018-06-23 22:21

本文选题：新华保险 + 营销员渠道　；参考：《西北大学》2016年硕士论文

【摘要】：我国保险市场经过30余年的蓬勃发展,保费规模不断向着发达国家的水准靠近。然而,相对于国内庞大的人口基数而言,保险密度、保险深度以及国民的保险意识等仍处于在较低的阶段,当然这也预示着我国保险市场拥有着巨大的未来发展空间。同时,随着国内外资本市场对保险行业的看好,以及保险在民生保障建设体系中的重要作用日渐凸显,中资寿险公司不断借助政策红利抢占市场,外资公司也陆续涌入,这使得行业竞争程度日趋激烈。这一现象也引发了行业的诸多问题,例如营销策略创新不足、营销体系不够完善、服务质量有待提升、保险产品雷同严重、营销展业不规范等。作为国内乃至世界保险行业公认的最为核心的营销渠道——保险营销员渠道,更是面临着前所未有的考验。互联网技术的发展不断削弱着销售人员的地位,保险营销员整体素质普遍不高的现状更制约了渠道发展。在新的形势下,如何通过提升营销水平和服务水平以提高公司的竞争优势,成为当前各家保险公司迫切需要解决的问题,更是国家在社会保障体系建设方面不得不综合考虑的重要因素。本文以新华保险公司为例,在营销理论(4P)与保险行业相关理论的共同指导下,通过对保险行业及公司内外部环境的市场调查研究,分析公司营销员渠道在国内保险市场主要竞争主体中的优势与劣势,并利用比较分析的方法,对公司的渠道营销策略做了较为深入的研究。本文首先借助PEST理论对新华保险公司的外部环境进行分析,阐述了在一方面是市场环境激烈竞争,一方面是政策红利不断释放的背景下,公司所面临的机遇与挑战并存的复杂状况；接着,本文通过SWOT理论分析,对公司在行业竞争中的优劣势、机遇与威胁等进行探讨,进一步分析公司营销员渠道所面临的问题及转变的方向；然后,在以上理论分析基础上,围绕4P理论中产品、价格、渠道、促销四个关键因素对公司的营销策略作出综合分析与建议,并提出实施该策略时应有的保障措施；最后,本文对蓬勃发展的保险行业及日趋良好的行业环境作出展望。
[Abstract]:After more than 30 years of vigorous development of insurance market in China, the scale of insurance premium is approaching to the level of developed countries. However, compared with the huge population base in China, insurance density, insurance depth and national insurance consciousness are still in a lower stage, which also indicates that China's insurance market has a huge future development space. At the same time, as the domestic and foreign capital markets are optimistic about the insurance industry, and the important role of insurance in the construction system of livelihood security is becoming increasingly prominent, Chinese life insurance companies continue to use policy dividends to seize the market, and foreign companies are also pouring in one after another. This makes the industry increasingly competitive. This phenomenon also leads to many problems in the industry, such as insufficient innovation of marketing strategy, imperfect marketing system, service quality to be improved, serious similarity of insurance products, non-standard marketing exhibition and so on. As the most core marketing channel of insurance industry in China and the world, the marketing channel of insurance marketers is facing an unprecedented test. The development of Internet technology constantly weakens the position of salespeople, and the status of the whole quality of insurance marketers is generally not high, which restricts the development of channels. Under the new situation, how to improve the competitive advantage of the company by improving the level of marketing and service has become an urgent problem that each insurance company needs to solve. It is also an important factor that the country has to consider comprehensively in the construction of social security system. This paper takes Xinhua Insurance Company as an example, under the guidance of marketing theory (4P) and related theories of insurance industry, through the market investigation and research on the insurance industry and the internal and external environment of the company. This paper analyzes the advantages and disadvantages of marketing channel in the main competition body of domestic insurance market, and makes a deep research on the channel marketing strategy of the company by using the method of comparative analysis. This paper first analyzes the external environment of Xinhua Insurance Company by using pest theory, and expounds the background of the fierce competition in the market environment on the one hand, and the continuous release of policy dividend on the other. Then, through the SWOT theory analysis, this paper discusses the advantages and disadvantages of the company in the industry competition, opportunities and threats, etc. Then, on the basis of the above theoretical analysis, focusing on the 4P theory of products, prices, channels, The four key factors of promotion make a comprehensive analysis and suggestion to the company's marketing strategy, and put forward the protection measures when the strategy is implemented. Finally, this paper makes a prospect to the booming insurance industry and the increasingly favorable industry environment.
【学位授予单位】：西北大学
【学位级别】：硕士
【学位授予年份】：2016
【分类号】：F842.3;F274

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