本文選題：財(cái)險(xiǎn)公司　切入點(diǎn)：分銷渠道　出處：《廣西大學(xué)》2015年碩士論文　論文類型：學(xué)位論文

【摘要】：近年來,隨著保險(xiǎn)業(yè)的飛速發(fā)展,其在金融體系和當(dāng)代經(jīng)濟(jì)社會(huì)中的地位、作用都有了大幅度的改善和提升。財(cái)產(chǎn)保險(xiǎn)作為保險(xiǎn)行業(yè)的重要內(nèi)容,隨著我國經(jīng)濟(jì)社會(huì)的不斷進(jìn)步,其規(guī)模迅速在發(fā)展壯大,企業(yè)之間的市場爭奪也隨之更加激烈,而在市場爭奪中營銷渠道是直接決定企業(yè)競爭成敗的重要因素。相對來說,廣西A財(cái)險(xiǎn)公司成立時(shí)間較短,市場份額、營銷能力、內(nèi)控管理等方面與大型財(cái)險(xiǎn)公司如人保股份、平安財(cái)險(xiǎn)等相比,其經(jīng)營能力以及發(fā)展都稍遜一色,隨著保險(xiǎn)業(yè)的發(fā)展壯大以及市場競爭的加劇,如何完善自身的管理和營銷模式,在激烈的市場競爭中立于不敗之地,對于A財(cái)險(xiǎn)公司來說,是發(fā)展過程中必須要考慮的關(guān)鍵點(diǎn),這直接關(guān)系到A財(cái)險(xiǎn)公司的生存和發(fā)展。本文從分銷渠道管理理論、目標(biāo)管理理論、沖突管理理論、內(nèi)部營銷理論以及現(xiàn)代激勵(lì)理論出發(fā),以廣西A財(cái)險(xiǎn)公司為案例,對其分銷渠道內(nèi)部管理的現(xiàn)狀和問題進(jìn)行深入的分析,在此基礎(chǔ)上,提出要進(jìn)行有效渠道溝通管理、規(guī)范渠道選擇管理、提升分銷渠道管理水平、有效管理渠道沖突、加強(qiáng)渠道培訓(xùn)、加強(qiáng)分公司激勵(lì)管理、優(yōu)化終端管理等優(yōu)化對策。最后從組織結(jié)構(gòu)保障、人力資源保障、制度保障等方面提出保障措施。本文的研究成果對于我國財(cái)產(chǎn)保險(xiǎn)等保險(xiǎn)行業(yè)都具有一定借鑒啟示意義,對于企業(yè)來說具有普遍的操作意義。
[Abstract]:In recent years, with the rapid development of the insurance industry, its position and role in the financial system and contemporary economic society have been greatly improved and promoted. Property insurance as an important content of the insurance industry, With the continuous progress of our country's economy and society, its scale is developing rapidly, and the market competition among enterprises is becoming more fierce. In the competition, the marketing channel is the important factor that directly determines the success or failure of the enterprise competition. Compared with large property insurance companies such as PICC and Ping an property insurance companies, Guangxi A property Insurance Company has a relatively short time to establish, market share, marketing ability, internal control management, and so on. Compared with large property insurance companies such as PICC shares, Ping an property Insurance Company, its business ability and development are slightly inferior. With the development of the insurance industry and the aggravation of the market competition, how to perfect its own management and marketing model and stay in an invincible position in the fierce market competition is the key point that must be considered in the development process of A property insurance company. This is directly related to the survival and development of A property insurance company. This paper starts from the distribution channel management theory, the objective management theory, the conflict management theory, the internal marketing theory and the modern incentive theory, taking the A property insurance company in Guangxi as a case study. On the basis of deeply analyzing the present situation and problems of internal management of distribution channels, this paper puts forward that effective channel communication management should be carried out, channel selection management should be standardized, distribution channel management level should be improved, and channel conflicts should be effectively managed. Strengthen channel training, strengthen branch incentive management, optimize terminal management and other optimization countermeasures. Finally, from the organizational structure security, human resources security, The research results of this paper have some enlightening significance for the insurance industry such as property insurance in our country, and also have universal operational significance for enterprises.
【學(xué)位授予單位】：廣西大學(xué)
【學(xué)位級別】：碩士
【學(xué)位授予年份】：2015
【分類號(hào)】：F840.4;F842.3

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本文編號(hào)：1556545