本文選題：華泰保險(xiǎn) + EA　； 參考：《北京交通大學(xué)》2014年碩士論文

【摘要】：華泰財(cái)產(chǎn)保險(xiǎn)有限公司(以下簡稱華泰保險(xiǎn))在國內(nèi)保險(xiǎn)市場(chǎng)首次推行國際市場(chǎng)上流行的EA (Exclusive Agents專屬代理人)營銷模式在保險(xiǎn)業(yè)界引起了廣泛關(guān)注。本文以華泰保險(xiǎn)實(shí)施EA營銷模式為研究對(duì)象,以保險(xiǎn)營銷理論為基礎(chǔ),對(duì)華泰保險(xiǎn)實(shí)施EA營銷模式時(shí)的內(nèi)外部環(huán)境進(jìn)行了詳細(xì)的分析。隨后,對(duì)華泰保險(xiǎn)EA實(shí)施現(xiàn)狀進(jìn)行了研究分析,歸納總結(jié)了華泰保險(xiǎn)實(shí)施EA模式四年來的經(jīng)驗(yàn)與不足。針對(duì)華泰保險(xiǎn)EA營銷模式實(shí)施過程中遇到的問題,本文從4P的角度,制定了一個(gè)適合華泰保險(xiǎn)EA銷售模式的營銷策略,并提出了保障該營銷策略實(shí)施的一系列保障措施。通過對(duì)華泰保險(xiǎn)EA營銷策略和保障措施的制定,幫助華泰保險(xiǎn)鞏固EA營銷模式的發(fā)展,提升核心競(jìng)爭(zhēng)力,同時(shí)推動(dòng)國內(nèi)保險(xiǎn)營銷領(lǐng)域?qū)I銷模式創(chuàng)新的思考。
[Abstract]:Huatai Property Insurance Co., Ltd. (hereinafter referred to as Huatai Insurance) in the domestic insurance market for the first time the implementation of the international market EA (Exclusive Agents exclusive agent) marketing model has aroused widespread concern in the insurance industry. This article takes Huatai Insurance to implement the EA marketing model as the research object, based on the insurance marketing theory, to Hua Taibao The internal and external environment of the risk implementation of EA marketing mode is analyzed in detail. Then, the current situation of the implementation of Huatai Insurance EA is studied and analyzed, and the experience and shortage of the implementation of EA model for four years by Huatai Insurance is summarized. In view of the problems encountered in the implementation of the Huatai Insurance EA marketing model, this paper has formulated a suitable method from the angle of 4P. The marketing strategy of EA sales model of Huatai Insurance is put forward, and a series of safeguard measures are put forward to guarantee the implementation of the marketing strategy. Through the formulation of EA marketing strategy and safeguard measures of Huatai Insurance, Huatai Insurance will help to consolidate the development of EA marketing mode, improve the core competitiveness, and promote the innovation of marketing mode in the field of domestic insurance marketing. Reflection.

【學(xué)位授予單位】：北京交通大學(xué)
【學(xué)位級(jí)別】：碩士
【學(xué)位授予年份】：2014
【分類號(hào)】：F274;F842.3

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本文編號(hào)：1879894