發(fā)布時間：2018-06-02 15:35

  本文選題：浙商財產(chǎn)保險公司 + 營銷渠道��； 參考：《安徽財經(jīng)大學(xué)》2016年碩士論文

【摘要】：隨著宏觀經(jīng)濟的增長,我國保險業(yè)在過去的幾年中始終保持著高速增長,保險主體的增多、保險產(chǎn)品的不斷創(chuàng)新和粗放式的營銷方式發(fā)揮了重要的作用。2015年,我國的財產(chǎn)保險行業(yè)雖然維持著整體盈利,但是各家公司的綜合成本率己經(jīng)明顯增高,尤其是我國實行商業(yè)車險費率改革之后,許多保險公司承保利潤率下降,目前的營銷渠道顯示出很多弊端�，F(xiàn)在,我國的財險業(yè)處在營銷渠道創(chuàng)新和改革的關(guān)鍵時期,保險市場競爭的焦點已逐步轉(zhuǎn)化為營銷渠道的競爭,原有的粗放式營銷方式已經(jīng)不足以滿足市場多樣化的需求。在激烈的市場競爭環(huán)境中,各家保險公司實施了營銷渠道改革,加快了新的營銷渠道的發(fā)展,這一趨勢在今后將更加明顯。本文首先介紹了保險營銷渠道的理論內(nèi)容,對比了國內(nèi)外保險營銷渠道的現(xiàn)狀。然后以浙商財產(chǎn)保險公司為例,通過對該公司各營銷渠道目前發(fā)展現(xiàn)狀的分析,發(fā)現(xiàn)公司的營銷渠道還存在很多問題,如直銷渠道績效考核體系較為簡單,專業(yè)中介渠道發(fā)展不均衡、兼業(yè)代理市場手續(xù)費不斷攀高、個人代理渠道的隊伍素質(zhì)較低、電子商務(wù)渠道發(fā)展滯后、產(chǎn)品開發(fā)與營銷渠道發(fā)展趨勢不匹配等等,結(jié)合浙商財險公司的實際情況,本文提出了一系列優(yōu)化建議,對營銷渠道實行差異化管理,創(chuàng)新個人代理渠道,重視中介渠道建設(shè),加速開拓新型營銷渠道,發(fā)展一些新型營銷渠道如保險手機APP、保險超市等,進行渠道整合和創(chuàng)新,創(chuàng)建多元化發(fā)展的營銷渠道體系。
[Abstract]:Along with the growth of macro economy, the insurance industry of our country has maintained the high speed growth all the time in the past few years, the increase of the insurance body, the continuous innovation of the insurance product and the extensive marketing method have played an important role. Although the property insurance industry of our country maintains the overall profit, the comprehensive cost rate of each company has been obviously increased, especially after the reform of commercial auto insurance rate in our country, many insurance companies' underwriting profit rate has declined. Current marketing channel shows a lot of malpractice. At present, the property insurance industry of our country is in the key period of marketing channel innovation and reform. The focus of insurance market competition has been gradually transformed into marketing channel competition, and the original extensive marketing mode is no longer sufficient to meet the diversified needs of the market. In the fierce market competition environment, insurance companies have implemented the reform of marketing channels, accelerated the development of new marketing channels, this trend will be more obvious in the future. This paper first introduces the theoretical content of insurance marketing channels, and compares the current situation of insurance marketing channels at home and abroad. Then take Zhejiang property insurance company as an example, through the analysis of the current development of each marketing channel of the company, we find that there are still many problems in the marketing channel of the company, such as the simple performance appraisal system of the direct marketing channel. The development of specialized intermediary channels is not balanced, the handling fees of concurrent-business agents are constantly rising, the quality of personal agency channels is low, the development of e-commerce channels is lagging behind, the development trend of product development and marketing channels is not matched, and so on. Combined with the actual situation of Zhejiang property insurance companies, this paper puts forward a series of optimization suggestions, such as implementing differential management of marketing channels, innovating individual agency channels, paying attention to the construction of intermediary channels, and speeding up the development of new marketing channels. Develop some new marketing channels, such as insurance mobile phone app, insurance supermarket and so on, carry out channel integration and innovation, and create a diversified marketing channel system.
【學(xué)位授予單位】：安徽財經(jīng)大學(xué)
【學(xué)位級別】：碩士
【學(xué)位授予年份】：2016
【分類號】：F842.3;F274

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本文編號：1969288