【摘要】：保險行業(yè)作為我國新興的朝陽行業(yè)，近年來整個行業(yè)的快速發(fā)展與先進營銷管理理念的運用以及公司營銷渠道建設與管理的加強密不可分。保險營銷渠道聯(lián)結(jié)了保險供求雙方，在保險市場營銷組合中占據(jù)舉足輕重的地位。營銷渠道建設與管理的好壞將直接決定整個公司的生存與發(fā)展。 本文以營銷渠道相關理論為基礎，以國內(nèi)最大的商業(yè)財產(chǎn)保險公司--中國人民財產(chǎn)保險股份有限公司青島市分公司為例，回顧了我國保險行業(yè)的發(fā)展歷程和目前國內(nèi)財產(chǎn)保險營銷渠道發(fā)展現(xiàn)狀，并對國內(nèi)保險市場現(xiàn)有營銷渠道進行了優(yōu)劣勢分析，通過對比分析美國、英國和日本的保險市場和營銷渠道特點，啟示國內(nèi)財產(chǎn)保險公司要以消費者需求為中心，設計適合消費者需求的保險產(chǎn)品，提高自身營銷能力，完善銷售渠道體系。針對青島財產(chǎn)保險市場的特殊性，提出首先要清分客戶群，按照細分市場后的特點和需求實行差異化策略，其次要整合現(xiàn)有資源，使各渠道相互協(xié)調(diào)和補充，打造全方位無縫隙的營銷渠道，最后要清分現(xiàn)有營銷渠道，對待直銷渠道要走專業(yè)化道路，，實行專管專營；對待中介渠道要加強與兼業(yè)、專業(yè)代理機構(gòu)和經(jīng)紀公司的合作；對待個貸營銷渠道要協(xié)調(diào)好與直銷渠道的合同關系，增強營銷人員的歸屬感。希望能協(xié)調(diào)好各個營銷渠道的關系，形成合力以適應國內(nèi)財產(chǎn)保險公司業(yè)務發(fā)展。
[Abstract]:Insurance industry is a new rising industry in China. The rapid development of the whole industry in recent years is closely related to the application of advanced marketing management ideas and the strengthening of marketing channel construction and management. Insurance marketing channels connect the supply and demand of insurance and occupy a pivotal position in the insurance marketing mix. Marketing channel construction and management will directly determine the survival and development of the whole company. Based on the theory of marketing channel, this paper takes Qingdao Branch, the largest commercial property insurance company in China, as an example. This paper reviews the development of China's insurance industry and the current development of domestic property insurance marketing channels, and analyzes the advantages and disadvantages of the existing marketing channels in the domestic insurance market. The characteristics of the insurance market and marketing channel in Britain and Japan enlighten the domestic property insurance companies to design insurance products that meet the needs of consumers, improve their own marketing ability and perfect the sales channel system, taking consumer demand as the center. In view of the particularity of Qingdao property insurance market, it is proposed that, first of all, the customer base should be sorted out, the differentiation strategy should be implemented according to the characteristics and needs of the subdivided market, and the existing resources should be integrated to make the channels coordinate and supplement each other. To create a comprehensive seamless marketing channels, and finally to divide the existing marketing channels, direct marketing channels to take the road of specialization, the implementation of exclusive franchise; To deal with intermediary channels, we should strengthen the cooperation between professional agencies and brokerage companies, coordinate the contractual relationship with direct marketing channels, and enhance the sense of belonging of marketers. Hope to coordinate the relationship between various marketing channels to form a joint force to adapt to the development of domestic property insurance business.
【學位授予單位】：西安科技大學
【學位級別】：碩士
【學位授予年份】：2013
【分類號】：F274;F842.3

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