【摘要】：近年來，保險投訴事件連年攀升，銷售誤導情況屢見報端。為了重塑保險行業(yè)的聲譽和形象，保險營銷政策接連出臺，矛頭直指廣被垢病而又是壽險公司業(yè)務主要來源的個人代理人及兼業(yè)代理人。壽險公司保費收入銳減，營銷渠道瓶頸突現(xiàn)，改革現(xiàn)有的營銷渠道模式勢在必行。本文針對以上問題，從研究我國壽險營銷渠道模式現(xiàn)狀及其演變出發(fā)，分析壽險公司渠道模式存在的問題，并通過對三個比較典型的國際保險市場渠道模式進行研究，吸收先進渠道模式經驗，結合壽險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)管政策以及先進渠道模式經驗等進行渠道模式整合設計，提出目前壽險公司營銷渠道模式的解決之道，，即整合壽險公司現(xiàn)有資源及渠道，實行產銷分離，設立專屬保險銷售公司，因地制宜地發(fā)展如網絡保險等在內的新型渠道模式，為壽險公司的營銷渠道改革及長期、可持續(xù)發(fā)展提供實施建議。
[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.
【學位授予單位】：廣東商學院
【學位級別】：碩士
【學位授予年份】：2013
【分類號】：F274;F842.3

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本文編號：2419263