本文選題：機(jī)動車輛保險 + 車險渠道��； 參考：《安徽大學(xué)》2015年碩士論文

【摘要】：2014年7月,國務(wù)院常務(wù)會議通過了《關(guān)于加快發(fā)展現(xiàn)代保險服務(wù)業(yè)的若干意見》(以下簡稱《意見》),李克強(qiáng)總理在此次會議上明確的提出了加快現(xiàn)代保險業(yè)發(fā)展的工作,將中國保險行業(yè)的發(fā)展提升至了國家戰(zhàn)略的高度�！兑庖姟访鞔_提出“保險業(yè)是現(xiàn)代服務(wù)業(yè)發(fā)展的重點(diǎn),具有巨大潛力”,為保險行業(yè)指明了發(fā)展路線�！兑庖姟烦雠_后,中國保險行業(yè)監(jiān)督管理委員會主席項俊波,在解讀中國保險業(yè)的新歷史性定位時,做出了如下的表述：“保險行業(yè)是現(xiàn)代經(jīng)濟(jì)的重要產(chǎn)業(yè)、市場經(jīng)濟(jì)的基礎(chǔ)性制度和風(fēng)險管理的基本手段,可以在服務(wù)國家治理體系和治理能力現(xiàn)代化的進(jìn)程中大有作為�！弊鳛榻�(jīng)營風(fēng)險的行業(yè),保險行業(yè)的特殊性決定了只有擁有更大的保費(fèi)規(guī)模,才能保證充足的償付能力和堅實的抗風(fēng)險能力,進(jìn)而才能獲得更高的利潤,才能有穩(wěn)健的發(fā)展。由于當(dāng)下我國的非車險市場發(fā)展緩于車險市場,因此作為保險業(yè)兩大板塊之一的財產(chǎn)保險行業(yè),其發(fā)展主要還是依靠機(jī)動車輛保險的業(yè)務(wù)帶動,近年來車險業(yè)務(wù)一直保持著整個財產(chǎn)保險保費(fèi)收入的六至七成。除了個別經(jīng)營特殊險種的財產(chǎn)保險公司外(如出口信用保險公司),其他所有傳統(tǒng)的財產(chǎn)保險公司的保費(fèi)規(guī)模的擴(kuò)大和提升,都需通過機(jī)動車輛保險業(yè)務(wù)的增長來實現(xiàn)。從車險的角度而言,財產(chǎn)保險公司為了增加車險保費(fèi)收入,擴(kuò)大保費(fèi)來源,除了挖掘自有渠道的潛力之外,還須借助外界渠道擴(kuò)展保險產(chǎn)品與客戶的接觸面,如此才能有效的提高保險產(chǎn)品的銷售量。所謂“得渠道者得天下”,車險營銷渠道的建設(shè)、管理和拓展,對于財產(chǎn)保險公司有著極其重要的作用。本文以A財產(chǎn)保險公司安徽分公司的車險渠道營銷的現(xiàn)狀為研究對象,研究結(jié)果能夠?qū)財產(chǎn)保險公司安徽分公司的車險渠道規(guī)劃、建設(shè)、管理和發(fā)展提供明確的理論依據(jù),具有較好的參考意義。本文分為六大章,五部分。本文第一部分主要表明本文的研究意義與研究背景,以國內(nèi)外的研究現(xiàn)狀作為參照,確定本文的理論依據(jù)、研究內(nèi)容以及研究方法；第二部分以渠道營銷的相關(guān)概念作為切入點(diǎn),對機(jī)動車輛保險、車險營銷、車險渠道營銷等概念進(jìn)行界定,初步分析車險市場的大環(huán)境；第三部分則是展示分析A財產(chǎn)保險公司安徽分公司目前車險渠道營銷的現(xiàn)狀,確定安徽分公司在車險渠道營銷上存在的問題；第四部分明確A產(chǎn)險安徽分公司所處的市場環(huán)境和外部競爭環(huán)境,通過通過PEST分析法,展示A公司安徽分公司所處的市場環(huán)境和自身的優(yōu)勢、劣勢、機(jī)會和威脅,并初步擬定策略；第五部分,在前文研究的基礎(chǔ)上,提出針對A產(chǎn)險安徽分公司的車險渠道營銷存在的問題的解決方案和改進(jìn)策略。
[Abstract]:In July 2014, the executive meeting of the State Council adopted the "opinions on speeding up the Development of Modern Insurance Services" (hereinafter referred to as "opinions"). At this meeting, Premier Li Keqiang explicitly proposed the work of speeding up the development of modern insurance industry. The development of China's insurance industry has been promoted to the height of national strategy. "Insurance industry is the key point of the development of modern service industry and has great potential", which points out the development route for the insurance industry. Xiang Junbo, chairman of the China Insurance Industry Regulatory Commission, made the following statement when interpreting the new historical positioning of China's insurance industry: "the insurance industry is an important industry in the modern economy. The basic system of market economy and the basic means of risk management can make great progress in the process of serving the national governance system and the modernization of governance capacity. " As a business risk industry, the particularity of the insurance industry determines that only with a larger scale of insurance premiums, can sufficient solvency and solid ability to resist risks be guaranteed, and then higher profits can be obtained and stable development can be achieved. As the development of non-auto insurance market in our country is slower than that of auto insurance market, the property insurance industry, as one of the two major sectors of the insurance industry, is mainly driven by the business of motor vehicle insurance. In recent years, auto insurance business has maintained the entire property insurance premium income 60-70%. With the exception of individual property insurance companies dealing with special types of insurance (such as export credit insurance companies), the expansion and upgrading of the insurance premiums of all traditional property insurance companies need to be realized through the growth of motor vehicle insurance business. From the point of view of auto insurance, property insurance companies, in order to increase insurance premium income and expand premium sources, in addition to tapping the potential of their own channels, also need to expand the contact between insurance products and customers through outside channels. Only in this way can the sales volume of insurance products be increased effectively. The construction, management and development of auto insurance marketing channels play an extremely important role in property insurance companies. This paper takes the current situation of vehicle insurance channel marketing in Anhui Branch of A property Insurance Company as the research object. The research results can provide a clear theoretical basis for the planning, construction, management and development of the vehicle insurance channel in Anhui Branch of A property Insurance Company. It has good reference significance. This paper is divided into six chapters and five parts. The first part of this paper mainly shows the significance and research background of this paper, taking the domestic and foreign research status as the reference, determines the theoretical basis, research content and research methods; The second part takes the relevant concepts of channel marketing as the breakthrough point, defines the concepts of motor vehicle insurance, auto insurance marketing and vehicle insurance channel marketing, and analyzes the general environment of auto insurance market. The third part is to show the analysis of A property insurance company Anhui branch of the current status of vehicle insurance channel marketing to determine the Anhui branch in the vehicle insurance channel marketing problems; The fourth part clarifies the market environment and the external competition environment of A property insurance Anhui branch. Through pest analysis, it shows the market environment and its own strengths, weaknesses, opportunities and threats. In the fifth part, on the basis of the previous research, the author puts forward the solutions and improvement strategies for the problems existing in the channel marketing of vehicle insurance in Anhui Branch of A property Insurance Company.
【學(xué)位授予單位】：安徽大學(xué)
【學(xué)位級別】：碩士
【學(xué)位授予年份】：2015
【分類號】：F842.3;F274

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