【摘要】：近年來，保險(xiǎn)投訴事件連年攀升，銷售誤導(dǎo)情況屢見報(bào)端。為了重塑保險(xiǎn)行業(yè)的聲譽(yù)和形象，保險(xiǎn)營銷政策接連出臺(tái)，矛頭直指廣被垢病而又是壽險(xiǎn)公司業(yè)務(wù)主要來源的個(gè)人代理人及兼業(yè)代理人。壽險(xiǎn)公司保費(fèi)收入銳減，營銷渠道瓶頸突現(xiàn)，改革現(xiàn)有的營銷渠道模式勢(shì)在必行。本文針對(duì)以上問題，從研究我國壽險(xiǎn)營銷渠道模式現(xiàn)狀及其演變出發(fā)，分析壽險(xiǎn)公司渠道模式存在的問題，并通過對(duì)三個(gè)比較典型的國際保險(xiǎn)市場(chǎng)渠道模式進(jìn)行研究，吸收先進(jìn)渠道模式經(jīng)驗(yàn)，結(jié)合壽險(xiǎn)公司營銷渠道模式選擇需要考慮的因素，基于營銷和管理的基本理論、現(xiàn)行監(jiān)管政策以及先進(jìn)渠道模式經(jīng)驗(yàn)等進(jìn)行渠道模式整合設(shè)計(jì)，提出目前壽險(xiǎn)公司營銷渠道模式的解決之道，，即整合壽險(xiǎn)公司現(xiàn)有資源及渠道，實(shí)行產(chǎn)銷分離，設(shè)立專屬保險(xiǎn)銷售公司，因地制宜地發(fā)展如網(wǎng)絡(luò)保險(xiǎn)等在內(nèi)的新型渠道模式，為壽險(xiǎn)公司的營銷渠道改革及長(zhǎng)期、可持續(xù)發(fā)展提供實(shí)施建議。
[Abstract]:In recent years, insurance complaints have been rising year after year, sales misguided situation is frequently seen in newspapers. In order to rebuild the reputation and image of the insurance industry, the insurance marketing policy has been issued one after another, aiming at the personal agent and the concurrent-business agent who are the main source of the life insurance company's business. The insurance premium income of life insurance company drops sharply, the bottleneck of marketing channel appears suddenly, it is imperative to reform the existing marketing channel mode. In view of the above problems, this paper analyzes the problems existing in the channel mode of life insurance company from the study of the current situation and evolution of the marketing channel mode of life insurance in China, and through the study of three more typical international insurance market channel model. Absorbing the experience of advanced channel mode, combining the factors that need to be considered in the choice of marketing channel mode of life insurance company, based on the basic theory of marketing and management, current supervision policy and advanced channel mode experience, etc., The solution of the current marketing channel mode of life insurance company is put forward, that is, to integrate the existing resources and channels of life insurance company, to separate production and marketing, to set up exclusive insurance and sales company, to develop new channel mode such as network insurance according to local conditions, etc. To provide suggestions for the long-term and sustainable development of life insurance company's marketing channel reform.
【學(xué)位授予單位】：廣東商學(xué)院
【學(xué)位級(jí)別】：碩士
【學(xué)位授予年份】：2013
【分類號(hào)】：F274;F842.3

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