本文選題：EA門店 + 認(rèn)知度　； 參考：《首都經(jīng)濟(jì)貿(mào)易大學(xué)》2017年碩士論文

【摘要】：保險(xiǎn)社區(qū)門店是指保險(xiǎn)公司在大型成熟社區(qū)內(nèi)開(kāi)設(shè)、銷售保險(xiǎn)產(chǎn)品、提供保險(xiǎn)服務(wù)的經(jīng)營(yíng)門店。其服務(wù)觸角延伸到社區(qū)家門,可以為保險(xiǎn)消費(fèi)者提供更方便、快捷、全面的服務(wù)。近年來(lái),多家產(chǎn)險(xiǎn)、壽險(xiǎn)公司對(duì)進(jìn)入社區(qū)開(kāi)展保險(xiǎn)銷售和服務(wù)進(jìn)行了多種方式的探索。本文通過(guò)對(duì)目前國(guó)內(nèi)EA門店的了解,并仔細(xì)研究了在EA經(jīng)營(yíng)領(lǐng)域的領(lǐng)導(dǎo)者華泰財(cái)產(chǎn)保險(xiǎn)有限公司的經(jīng)營(yíng)模式,運(yùn)用了調(diào)查報(bào)告的方式,以北京市社區(qū)居民為例,考察了北京市社區(qū)居民對(duì)保險(xiǎn)社區(qū)門店的認(rèn)知以及他們從保險(xiǎn)社區(qū)門店購(gòu)買保險(xiǎn)的意愿,提出了目前在國(guó)內(nèi)經(jīng)營(yíng)EA門店模式的特點(diǎn)、優(yōu)勢(shì)及可能面臨的問(wèn)題,針對(duì)問(wèn)題并從不同角度提出了解決建議,從門店定位、產(chǎn)品組合創(chuàng)新、服務(wù)創(chuàng)新、人才隊(duì)伍建設(shè)等方面提出了相應(yīng)的解決思路。本文一共包括了五個(gè)部分,第一部分,主要介紹此次調(diào)研的國(guó)內(nèi)與國(guó)外背景,研究?jī)?nèi)容和意義;第二部分,介紹此次調(diào)查問(wèn)卷的設(shè)計(jì),分別從EA門店的興起、北京市社區(qū)居民對(duì)EA門店的認(rèn)知度、北京市社區(qū)居民對(duì)EA門店的接受度以及北京市社區(qū)居民的真實(shí)需要等方面入手,了解北京市社區(qū)居民對(duì)EA門店的接受度以及從EA門店購(gòu)買保險(xiǎn)的意愿,初步對(duì)于北京市社區(qū)居民的需要以及北京市社區(qū)居民對(duì)EA門店的接受度進(jìn)行探究。第三部分,結(jié)合調(diào)查問(wèn)卷的統(tǒng)計(jì)結(jié)果,分析北京市社區(qū)居民對(duì)EA門店的認(rèn)知度和接受度;第四部分,實(shí)證分析,建立logistic回歸模型分析影響北京市居民對(duì)EA門店的認(rèn)知度和接受度的因素;第五部分,我國(guó)目前的EA門店的現(xiàn)狀和問(wèn)題分析對(duì)未來(lái)EA門店的發(fā)展提出建議。從客戶的角度出發(fā),設(shè)計(jì)創(chuàng)新產(chǎn)品、多種保險(xiǎn)組合,增加EA門店的保險(xiǎn)產(chǎn)品,降低EA門店保險(xiǎn)費(fèi)及加大宣傳正面引導(dǎo)客戶等建議。
[Abstract]:Insurance Community Store refers to the operation of insurance company in large mature community where insurance products are sold and insurance service is provided. Its service tentacles extend to the community door, can provide more convenient, fast, comprehensive service for insurance consumer. In recent years, a number of property insurance, life insurance companies into the community to carry out insurance sales and services to explore a variety of ways. Based on the understanding of EA stores in China at present, and the careful study of the business model of Huatai property Insurance Co., Ltd, a leader in EA business field, this paper applies the method of investigation report to take the community residents of Beijing as an example. This paper examines the cognition of Beijing community residents to the insurance community stores and their willingness to purchase insurance from the insurance community stores, and puts forward the characteristics, advantages and possible problems of managing EA stores in China at present. According to the problems and from different angles, this paper puts forward the corresponding solutions from the aspects of store positioning, product combination innovation, service innovation, talent team construction and so on. This article includes five parts altogether, the first part, mainly introduces the domestic and foreign background, the research content and the significance of this research; the second part, introduces the questionnaire design, respectively from the rise of EA stores, The recognition of EA stores by community residents in Beijing, the acceptance of EA stores by residents in Beijing, and the real needs of residents in Beijing, etc. To understand the acceptance of EA stores and the willingness to buy insurance from EA stores in Beijing, and to explore the needs of community residents in Beijing and the acceptance of EA stores by community residents in Beijing. The third part, combined with the statistical results of the questionnaire, analyzes the awareness and acceptance of EA stores by community residents in Beijing; the fourth part, empirical analysis, The logistic regression model is established to analyze the factors that affect the recognition and acceptance of EA stores in Beijing. The fifth part is the analysis of the current situation and problems of EA stores in China and the suggestions for the development of EA stores in the future. From the customer's point of view, design innovative products, a variety of insurance mix, increase EA store insurance products, reduce EA store insurance premium and increase publicity positive guide customers and so on.
【學(xué)位授予單位】：首都經(jīng)濟(jì)貿(mào)易大學(xué)
【學(xué)位級(jí)別】：碩士
【學(xué)位授予年份】：2017
【分類號(hào)】：F842.4

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