發(fā)布時間：2019-06-06 18:21

【摘要】：車商渠道是通過汽車制造商、銷售商、修理商及其成立的專/兼業(yè)代理機(jī)構(gòu)代理銷售保險產(chǎn)品的營銷渠道。車商渠道是財(cái)險公司車險業(yè)務(wù)發(fā)展的重要渠道之一,車商渠道業(yè)務(wù)品質(zhì)優(yōu)、規(guī)模大,對于車險優(yōu)質(zhì)業(yè)務(wù)發(fā)展起著重要推動作用,是各家財(cái)險公司紛紛爭搶的市場蛋糕。在市場競爭日益激烈的形勢下,車商憑借新車保源的控制,向財(cái)險公司索要高額手續(xù)費(fèi)用和送修資源,財(cái)險公司在與車商博弈的合作關(guān)系中,逐漸陷于被動地位,行業(yè)利潤嚴(yán)重外流。本文基于以往學(xué)者關(guān)于車商渠道的相關(guān)理論及研究,以較為典型的一家市場主體——SC財(cái)險公司為例,分析車商渠道業(yè)務(wù)發(fā)展的現(xiàn)狀與難題。從宏觀、中觀、微觀三個層次分析該公司車商渠道發(fā)展環(huán)境,并借助波特“五力模型”和“SWOT分析法”,剖析車商渠道業(yè)務(wù)發(fā)展的優(yōu)、劣勢,從夯實(shí)基礎(chǔ)管理、實(shí)現(xiàn)上下聯(lián)動和整合資源等方面,探討財(cái)險公司在與車商業(yè)務(wù)合作關(guān)系中如何取得相對優(yōu)勢,進(jìn)而從企業(yè)層、當(dāng)?shù)貥I(yè)務(wù)層、具體職能層三個層面,自上而下梳理發(fā)展策略,為該類市場地位的財(cái)險公司在車商渠道市場競爭中取得發(fā)展優(yōu)勢提供策略建議。車商渠道業(yè)務(wù)合作通常是多對多合作,多家財(cái)險公司和多家車商進(jìn)行業(yè)務(wù)合作,其中的利益關(guān)系復(fù)雜,財(cái)險公司之間是競爭關(guān)系,財(cái)險公司與車商之間是博弈關(guān)系。車商通過財(cái)險公司的無序競爭最大限度的獲取利益,而財(cái)險公司通過車商獲得新車保險資源。在車險產(chǎn)品同質(zhì)化競爭中,財(cái)險公司很難通過某一發(fā)展策略實(shí)現(xiàn)合作地位的轉(zhuǎn)變,很難在同業(yè)競爭中脫穎而出�；诖�,本文圍繞SC財(cái)險公司的實(shí)際情況,把維系車商關(guān)系上升到客戶服務(wù)的高度,運(yùn)用細(xì)分原理,清分合作伙伴,通過激勵評估、品質(zhì)管控、資源整合、提升服務(wù)等方面提出策略建議,盡可能地彌補(bǔ)發(fā)展短板,實(shí)現(xiàn)相對核心的競爭優(yōu)勢,為相關(guān)領(lǐng)域的工作提供參考與借鑒。
[Abstract]:The automobile dealer channel is the marketing channel which sells the insurance product through the automobile manufacturer, the seller, the repair agent and its established special / concurrent agency. The automobile merchant channel is one of the important channels for the development of the car insurance business of the property insurance company. The automobile merchant channel business quality is excellent, the scale is large, plays the important promotion function to the automobile insurance high quality business development, is each property insurance company scrambles for the market cake one after another. Under the situation of increasingly fierce market competition, car dealers demand high formalities and repair resources from property insurance companies by virtue of the control of new car insurance sources. Property insurance companies are gradually trapped in a passive position in the cooperative relationship of game with car dealers. There is a serious outflow of profits from the industry. Based on the previous theories and research on automobile channel, this paper takes SC property insurance company, which is a typical market main body, as an example, and analyzes the present situation and difficult problems of the development of automobile dealer channel business. This paper analyzes the development environment of the automobile merchants' channels from the macro, meso and micro levels, and with the help of Porter's "five forces model" and "SWOT analysis method", analyzes the advantages and disadvantages of the development of the automobile merchants' channel business, and strengthens the basic management. From the aspects of realizing up-down linkage and integrating resources, this paper probes into how property insurance companies obtain comparative advantages in the business cooperation relationship with car dealers, and then combs the development strategy from top to bottom from three levels: enterprise layer, local business layer and specific functional layer. It provides strategic suggestions for the property insurance companies with this kind of market position to gain the development advantage in the automobile dealer channel market competition. The channel business cooperation of car dealers is usually many-to-many cooperation, and many property insurance companies and many car dealers cooperate in business, in which the interest relationship is complex, the relationship between property insurance companies is competitive, and the relationship between property insurance companies and car dealers is game relationship. Car dealers maximize benefits through disorderly competition from property insurance companies, while property insurance companies obtain new car insurance resources through car dealers. In the homogeneous competition of automobile insurance products, it is difficult for property insurance companies to realize the transformation of cooperative position through a certain development strategy, and it is difficult to stand out from the competition in the same industry. Based on this, this paper focuses on the actual situation of SC property insurance company, raises the relationship between car operators to the height of customer service, uses the principle of subdivision, divides partners, through incentive evaluation, quality control, resource integration, To improve the service and other aspects of strategic suggestions, as far as possible to make up for the development of shortcomings, to achieve a relatively core competitive advantage, for the work in related fields to provide reference and reference.
【學(xué)位授予單位】：山東理工大學(xué)
【學(xué)位級別】：碩士
【學(xué)位授予年份】：2017
【分類號】：F842.634

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