【摘要】：在我國農(nóng)村壽險(xiǎn)市場,農(nóng)村壽險(xiǎn)的覆蓋率還很低,農(nóng)村壽險(xiǎn)業(yè)務(wù)存在著巨大的市場需求和良好的發(fā)展前景,對各家人壽保險(xiǎn)公司來說,不僅是對產(chǎn)品、服務(wù)進(jìn)行競爭,更是對營銷渠道的競爭。研究并開發(fā)農(nóng)村壽險(xiǎn)市場,提供和農(nóng)村居民相適宜的壽險(xiǎn)產(chǎn)品,具有一定的現(xiàn)實(shí)意義。在銷售渠道上,我國農(nóng)村現(xiàn)大多采用單一的代理人營銷渠道,其弊端越來越暴露,已經(jīng)不能滿足廣大農(nóng)村客戶的需求,其他渠道的嘗試也未有良好的效果,并且缺乏協(xié)調(diào)配合,各自為政,造成市場的無序競爭。 本文通過對農(nóng)村壽險(xiǎn)營銷渠道三種現(xiàn)有渠道進(jìn)行分析,找出各個(gè)渠道存在的問題以及產(chǎn)生的具體原因,在現(xiàn)有渠道的基礎(chǔ)上,考慮經(jīng)濟(jì)因素,適應(yīng)農(nóng)村特殊性等方面進(jìn)行分析,并借鑒國外農(nóng)村壽險(xiǎn)營銷渠道的發(fā)展經(jīng)驗(yàn),探討如何完善渠道管理,使我國的壽險(xiǎn)公司轉(zhuǎn)變經(jīng)營理念,更好的服務(wù)廣大農(nóng)村客戶的同時(shí),又可降低運(yùn)營成本,提高渠道運(yùn)行效率,實(shí)現(xiàn)“雙贏”目標(biāo)。 本文主要分五個(gè)章節(jié)。第一章介紹論文研究的相關(guān)背景和意義,以及國內(nèi)外渠道的發(fā)展。第二章主要介紹壽險(xiǎn)營銷渠道的相關(guān)概念,分類和特點(diǎn)。第三章對我國現(xiàn)有壽險(xiǎn)渠道在農(nóng)村的發(fā)展存在的問題進(jìn)行分析,剖析原因,第四章主要介紹國外壽險(xiǎn)營銷渠道的發(fā)展。第五章主要對我國農(nóng)村壽險(xiǎn)營銷渠道的完善策略進(jìn)行說明。
[Abstract]:In China's rural life insurance market, the coverage rate of rural life insurance is still very low. There is a huge market demand and good prospects for the development of rural life insurance business. For all life insurance companies, it is not only a competition for products and services, but also a competition for marketing channels. Proper life insurance products have a certain practical significance. In the marketing channels, most of the rural areas in China now adopt a single agent marketing channel, its drawbacks are more and more exposed, has been unable to meet the needs of the majority of rural customers, other channels have not been tried to have a good effect, and lack of coordination and cooperation, independent, resulting in no market. Preface competition.
Based on the analysis of the three existing channels of rural life insurance marketing, this paper finds out the problems existing in each channel and the specific causes. On the basis of the existing channels, this paper analyzes the economic factors, adapting to the particularity of the countryside and so on, and discusses how to improve the channels by drawing on the experience of foreign rural life insurance marketing channels. Dao management can make our life insurance companies change their management concepts, better serve the vast number of rural customers at the same time, but also reduce operating costs, improve the efficiency of channel operation, to achieve the "win-win" goal.
The first chapter introduces the background and significance of the research and the development of domestic and foreign channels. The second chapter mainly introduces the related concepts, classification and characteristics of life insurance marketing channels. The fifth chapter mainly explains the perfection strategy of rural life insurance marketing channel in our country.
【學(xué)位授予單位】：中南林業(yè)科技大學(xué)
【學(xué)位級(jí)別】：碩士
【學(xué)位授予年份】：2014
【分類號(hào)】：F323.89;F842.62

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