本文選題：車輛保險 + 營銷渠道��； 參考：《蘭州大學》2013年碩士論文

【摘要】：在我國保險業(yè),渠道創(chuàng)新始終是保險企業(yè)維持競爭力的法寶之一。1992年,美國友邦首次將保險營銷員制度引入中國,并迅速被國內部分保險企業(yè)所效仿和采用,成為了推動個人業(yè)務發(fā)展的主要銷售渠道。2003年兼業(yè)代理渠道特別是銀行代理渠道開始為一些保險企業(yè)所重視和培育,規(guī)模迅速壯大,目前已成為部分壽險公司最大的營銷渠道。進入21世紀,隨著互聯(lián)網(wǎng)時代的來臨,以電話銷售和博客、微博等網(wǎng)絡銷售為代表的新興渠道又異軍突起,打破了時空和地域限制,以其交互式、個性化、高效性和經(jīng)濟性等特點受到越來越多消費者的青睞和信任,使保險一對多的銷售成為現(xiàn)實,開始挑戰(zhàn)傳統(tǒng)渠道的市場地位,成為保險公司未來最具有成長性的營銷渠道。 對于保險行業(yè)而言,傳統(tǒng)渠道與新興渠道并存競生將是未來一段時間的主流。首先,保險產品的非標準化特征,使個人代理、機構代理、經(jīng)紀甚至交叉互動等傳統(tǒng)渠道在一定時期內仍然是普通大眾獲得產品和服務的主要方式；其次,信息技術革命方興未艾,技術與產品、服務更加完美的結合,最終將顛覆和重塑人們的消費習慣,網(wǎng)銷、電銷等新興渠道勢必成為保險業(yè)未來發(fā)展的關鍵；第三,無論是傳統(tǒng)渠道,還是電銷、網(wǎng)銷、手機、微博等新興銷售渠道及銷售方式,都需要與之相配套的銷售產品及售后服務作為支撐。否則,雖然初期會被消費者熱捧,但最終還是不會被認可；第四,無論是傳統(tǒng)渠道,還是新興渠道,保險企業(yè)渠道建設和布局能否成功取決于企業(yè)是否具有領先的發(fā)展和服務理論,這才是渠道管理和創(chuàng)新的真諦所在。競爭時代,渠道為王。所有能被保險業(yè)利用的銷售渠道,都在被積極探索和開發(fā)。以電話銷售為代表的新渠道呈現(xiàn)出廣闊的發(fā)展前景,正在加速行業(yè)洗牌,種種情況引發(fā)了市場擔憂,迫使行業(yè)重新思考業(yè)務增長模式。毋庸置疑,當下的渠道問題預示著行業(yè)巨大的轉型。 本文分析了車險傳統(tǒng)銷售渠道與新興銷售渠道的特點,從而找出新渠道車險業(yè)務發(fā)展規(guī)律,在渠道營銷實踐中以此規(guī)律為指導,把傳統(tǒng)渠道營銷與新渠道營銷結合起來,設計出一條保險渠道營銷創(chuàng)新高效的路子,供車險銷售管理層及車險銷售人員參考。
[Abstract]:In China's insurance industry, channel innovation has always been one of the magic weapons for insurance enterprises to maintain their competitiveness. In 1992, American friends introduced the insurance marketer system into China for the first time, and was quickly emulated and adopted by some domestic insurance enterprises. In 2003, the concurrent-business agency channel, especially the bank agency channel, began to be valued and cultivated by some insurance enterprises, and the scale grew rapidly, which has become the biggest marketing channel for some life insurance companies. In the 21st century, with the advent of the Internet era, the emerging channels, such as telephone sales, blog, Weibo and other network sales, have suddenly emerged, breaking the space and time and regional restrictions, with its interactive, personalized, and so on. The characteristics of efficiency and economy are favored and trusted by more and more consumers, which make the one-to-many sales of insurance become a reality, begin to challenge the market position of traditional channels, and become the most growing marketing channel for insurance companies in the future. For insurance industry, the coexistence of traditional channels and new channels will be the mainstream in the future. First, the non-standardized characteristics of insurance products make the traditional channels such as personal agents, agency agents, brokers and even cross-interactions remain the main way for the general public to obtain products and services for a certain period of time. The information technology revolution is in the ascendant. A more perfect combination of technology, products, and services will eventually subvert and reshape people's consumption habits, network sales, electricity sales, and other emerging channels are bound to become the key to the future development of the insurance industry; third, Both traditional channels and new sales channels such as electric sales, internet sales, mobile phones, Weibo and other new sales channels and sales methods need to be supported by matching sales products and after-sales service. Otherwise, although initially popular with consumers, it will not be recognized in the end. Fourth, whether it is traditional or emerging channels, The success of channel construction and distribution of insurance enterprises depends on whether they have the leading theory of development and service, which is the true meaning of channel management and innovation. Competition times, channel is king. All sales channels that can be used by the insurance industry are being actively explored and developed. The new channel, represented by telephone sales, presents a broad prospect of development and is accelerating the reshuffle of the industry, which has triggered market concerns and forced the industry to rethink its business growth model. There is no doubt that the current channel problems foreshadow a huge transformation of the industry. This paper analyzes the characteristics of the traditional and emerging sales channels of auto insurance, and finds out the development law of the new channel auto insurance business. Under the guidance of this law in the channel marketing practice, it combines the traditional channel marketing with the new channel marketing. To design an insurance channel marketing innovative and efficient way for auto insurance sales management and auto insurance sales personnel reference.
【學位授予單位】：蘭州大學
【學位級別】：碩士
【學位授予年份】：2013
【分類號】：F274;F842.63

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