本文選題：中小壽險(xiǎn)公司　切入點(diǎn)：營(yíng)銷(xiāo)渠道　出處：《西南財(cái)經(jīng)大學(xué)》2014年碩士論文　論文類(lèi)型：學(xué)位論文

【摘要】：隨著我國(guó)壽險(xiǎn)市場(chǎng)的逐步開(kāi)放,眾多的中小壽險(xiǎn)公司逐漸涌現(xiàn)出來(lái),使我國(guó)壽險(xiǎn)市場(chǎng)充滿了活力。中小壽險(xiǎn)公司的良好發(fā)展有利于打破我國(guó)壽險(xiǎn)行業(yè)的壟斷狀態(tài),促進(jìn)我國(guó)壽險(xiǎn)行業(yè)的市場(chǎng)繁榮和充分競(jìng)爭(zhēng),可謂意義重大。但是現(xiàn)實(shí)是我國(guó)中小壽險(xiǎn)公司的發(fā)展情況并不盡如人意,出現(xiàn)了惡性競(jìng)爭(zhēng)、大打價(jià)格戰(zhàn)以及產(chǎn)品和服務(wù)同質(zhì)化嚴(yán)重等諸多問(wèn)題,出現(xiàn)這些問(wèn)題一個(gè)很重要的原因就是中小壽險(xiǎn)公司對(duì)于營(yíng)銷(xiāo)渠道的選擇利用存在不合理之處。本文通過(guò)研究中小壽險(xiǎn)公司的發(fā)展現(xiàn)狀、公司的組織結(jié)構(gòu)以及營(yíng)銷(xiāo)渠道的選擇使用狀況,發(fā)現(xiàn)了其存在的問(wèn)題,主要是4個(gè)方面的問(wèn)題：嚴(yán)重以規(guī)模為導(dǎo)向的發(fā)展戰(zhàn)略,品牌資本劣勢(shì),專(zhuān)業(yè)人才匱乏和渠道管理能力較差。然后以生命人壽為案例,通過(guò)對(duì)其營(yíng)銷(xiāo)渠道發(fā)展?fàn)顩r進(jìn)行分析,指出其營(yíng)銷(xiāo)渠道存在的問(wèn)題,然后進(jìn)一步分析其出現(xiàn)問(wèn)題的原因,通過(guò)這一實(shí)例來(lái)進(jìn)一步印證上述的結(jié)論,最后本文基于中小壽險(xiǎn)公司與大型壽險(xiǎn)公司各自的特點(diǎn),認(rèn)為目前絕大多數(shù)中小壽險(xiǎn)公司難以通過(guò)簡(jiǎn)單的規(guī)模擴(kuò)張來(lái)迅速擴(kuò)大市場(chǎng)份額,并最終成為一個(gè)大型壽險(xiǎn)公司。因此本文提出了中小壽險(xiǎn)公司應(yīng)轉(zhuǎn)變發(fā)展戰(zhàn)略,對(duì)市場(chǎng)進(jìn)行細(xì)分,建立起差異化競(jìng)爭(zhēng)優(yōu)勢(shì),然后本文對(duì)于中小壽險(xiǎn)公司營(yíng)銷(xiāo)渠道目前存在的問(wèn)題,也進(jìn)行了有針對(duì)的改進(jìn)。全文共分為5章： 第一章介紹了研究的背景和意義,歸納總結(jié)了前人的相關(guān)研究發(fā)現(xiàn),提出研究方法,概述了研究?jī)?nèi)容和基本框架。 第二章概述了中小壽險(xiǎn)公司營(yíng)銷(xiāo)渠道的相關(guān)概念,包括中小壽險(xiǎn)公司的界定,相關(guān)營(yíng)銷(xiāo)渠道理論的介紹,以及對(duì)壽險(xiǎn)各種營(yíng)銷(xiāo)渠道進(jìn)行解釋,分析其優(yōu)缺點(diǎn),然后指出了影響中小壽險(xiǎn)公司營(yíng)銷(xiāo)渠道選擇的因素。 第三章主要是對(duì)中小壽險(xiǎn)公司營(yíng)銷(xiāo)渠道的選擇現(xiàn)狀進(jìn)行描述,主要有以下幾方面：中小壽險(xiǎn)公司總體發(fā)展比較緩慢；通常在發(fā)展的過(guò)程中會(huì)充分利用自己的股東優(yōu)勢(shì)來(lái)開(kāi)展?fàn)I銷(xiāo)；個(gè)人營(yíng)銷(xiāo)渠道占比較低,而且過(guò)于依賴銀保渠道；對(duì)于新型營(yíng)銷(xiāo)渠道的利用較為重視,然后分析其形成目前這種現(xiàn)狀的深層次原因是：中小壽險(xiǎn)公司有著擴(kuò)大保費(fèi)規(guī)模的迫切性,但是由于品牌和資本的先天劣勢(shì),使其難以迅速擴(kuò)大保費(fèi)規(guī)模,并且中小壽險(xiǎn)公司在發(fā)展的過(guò)程中還普遍存在渠道管理能力較差和專(zhuān)業(yè)人才匱乏的問(wèn)題,這些問(wèn)題也制約了中小壽險(xiǎn)公司的快速發(fā)展。 第四章選取了一家中小壽險(xiǎn)公司生命人壽進(jìn)行具體分析,首先對(duì)生命人壽的發(fā)展?fàn)顩r進(jìn)行了描述,并對(duì)其目前各個(gè)營(yíng)銷(xiāo)渠道的發(fā)展現(xiàn)狀進(jìn)行了介紹,其次對(duì)其快速發(fā)展過(guò)程中所暴露出的問(wèn)題進(jìn)行了分析,最后對(duì)生命人壽在發(fā)展過(guò)程中所面臨問(wèn)題的原因進(jìn)行分析。 第五章根據(jù)前面對(duì)中小壽險(xiǎn)公司的研究,有針對(duì)性的給出了中小壽險(xiǎn)公司的改進(jìn)建議,主要是要轉(zhuǎn)變以規(guī)模為導(dǎo)向的發(fā)展戰(zhàn)略和對(duì)現(xiàn)有的營(yíng)銷(xiāo)渠道模式進(jìn)行改進(jìn)。 本文的創(chuàng)新之處主要有兩點(diǎn)：第一研究對(duì)象的特殊性。目前我國(guó)對(duì)保險(xiǎn)營(yíng)銷(xiāo)渠道進(jìn)行研究時(shí),較少將中小壽險(xiǎn)公司單獨(dú)列出來(lái)進(jìn)行研究。但是由于中小壽險(xiǎn)公司往往有自己的特點(diǎn),許多問(wèn)題和解決的辦法不能與大型壽險(xiǎn)公司一概而論,往往需要更加有針對(duì)性。目前我國(guó)專(zhuān)門(mén)針對(duì)中小壽險(xiǎn)公司營(yíng)銷(xiāo)渠道選擇方面的研究相對(duì)較少,本文的研究可以對(duì)此有一些補(bǔ)充參考意義。第二、本文通過(guò)分析中小壽險(xiǎn)公司營(yíng)銷(xiāo)渠道的選擇現(xiàn)狀,同時(shí)與大型壽險(xiǎn)公司進(jìn)行對(duì)比,得出了中小壽險(xiǎn)公司難以通過(guò)規(guī)模擴(kuò)張取得突破這一結(jié)論。這一結(jié)論可為我國(guó)中小壽險(xiǎn)公司的發(fā)展提供一定的指導(dǎo)作用。 綜上所述,通過(guò)本文的分析論證,有利于中小壽險(xiǎn)公司重新審視自己的發(fā)展戰(zhàn)略,從而回歸到一個(gè)基于自身實(shí)際狀況的發(fā)展軌道上來(lái),有利于中小壽險(xiǎn)公司對(duì)營(yíng)銷(xiāo)渠道更加合理有效的使用,從而促進(jìn)中小壽險(xiǎn)公司的健康發(fā)展。
[Abstract]:With the gradual opening of China's life insurance market, many small and medium-sized life insurance companies have gradually emerged, the life insurance market in China is full of vitality. The good development of small and medium-sized life insurance companies will help break the monopoly state of China's life insurance industry, and promote China's insurance industry market prosperity and full competition, it is of great importance. But the reality is that the development of small and medium-sized life insurance companies in China is not satisfactory, the emergence of vicious competition, many problems play the price war and the homogenization of products and services is serious, these problems have a very important reason is that in the small life insurance companies for the marketing channel of the choice is unreasonable. In this paper, by studying the development situation of small and medium-sized life insurance company the company's organizational structure, marketing channels and the choice of usage, found the existing problems, mainly from 4 aspects: the serious scale The development strategy oriented, inferior brand capital, lack of professional talents and channel management ability. Then taking life as a case, through the marketing channel development situation analysis, points out the existing problems in its marketing channel, and then a further analysis of the cause of the problem, through this example to further confirm the above conclusion. Finally, based on the small and medium-sized life insurance companies and large insurance companies own characteristics, that the vast majority of small and medium-sized life insurance companies is difficult to pass a simple expansion to the rapid expansion of market share, and ultimately become a large life insurance companies. Therefore this paper presents that the small life insurance companies should change the development strategy, market segmentation, build competitive differentiation then the advantage, existing marketing channel of small and medium-sized life insurance companies, also carries on the improvement. The full text is divided into It is the 5 chapter:
The first chapter introduces the background and significance of the research, summarizes the previous research findings, proposes the research methods, summarizes the research content and the basic framework.
The second chapter summarizes the related concepts of marketing channel of small and medium-sized life insurance companies, including the definition of small and medium-sized life insurance companies, the related theory of marketing channel is introduced, and the various life insurance marketing channels are explained, analyzed its advantages and disadvantages, and then points out the factors influencing the way of marketing channel choice for small and medium sized life insurance companies.
The third chapter is the choice of status of the marketing channel of medium and small sized life insurance companies are described, mainly in the following aspects: the overall development of small and medium-sized life insurance companies is relatively slow; usually in the process of development will make full use of their advantages to shareholders to carry out marketing; personal marketing channel is relatively low, and dependent on the bancassurance channel; for the use of new the marketing channel has been paid more attention, and then analyze the deep-seated reasons of this situation are: small and medium-sized life insurance companies have to expand the urgency of the size of the premium, but because the brand and capital inherent disadvantages, making it difficult to quickly expand the size of the premium, and small and medium-sized life insurance companies in the development process are also common channel management ability and the lack of professional talents, these problems have restricted the rapid development of small and medium-sized life insurance companies.
The fourth chapter selects a small life insurance company life insurance for specific analysis, the first development status of life insurance are described, and the current status of the development of the various marketing channels are introduced, then the rapid development of exposed problems in the process are analyzed, the problems on the cause of life insurance facing in the development process were analyzed.
The fifth chapter, based on the previous research on small and medium-sized life insurance companies, gives targeted suggestions for improvement of small and medium-sized life insurance companies, mainly to transform the scale oriented development strategy and improve the existing marketing channel mode.
In this paper, there are two main innovations: first special research object. At present our country to study the insurance marketing channel, less small life insurance companies listed separately for research. But because of the small and medium-sized insurance companies often have their own characteristics, and many problems cannot be solved with large life insurance companies to generalize, often need more targeted. At present our country specific research relatively few marketing channel choice for small and medium-sized life insurance companies, this paper can have some supplementary reference. Second, by analyzing the status quo of marketing channel of small life insurance company, and compared with the large life insurance companies, the small and medium-sized life insurance companies is difficult to obtain through scale expansion to break this conclusion. This conclusion can provide some guidance for the development of small and medium-sized life insurance companies in China.
In summary, through analyzing, is conducive to small and medium-sized life insurance companies to re-examine their own development strategies, so as to return to a development track based on the actual situation, is conducive to the use of small life insurance company marketing channel of more reasonable and effective, so as to promote the healthy development of small and medium-sized life insurance companies.

【學(xué)位授予單位】：西南財(cái)經(jīng)大學(xué)
【學(xué)位級(jí)別】：碩士
【學(xué)位授予年份】：2014
【分類(lèi)號(hào)】：F274;F842.3

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