本文選題：機(jī)動(dòng)車輛保險(xiǎn) + 車險(xiǎn)渠道�。� 參考：《安徽大學(xué)》2015年碩士論文

【摘要】：2014年7月,國(guó)務(wù)院常務(wù)會(huì)議通過(guò)了《關(guān)于加快發(fā)展現(xiàn)代保險(xiǎn)服務(wù)業(yè)的若干意見》(以下簡(jiǎn)稱《意見》),李克強(qiáng)總理在此次會(huì)議上明確的提出了加快現(xiàn)代保險(xiǎn)業(yè)發(fā)展的工作,將中國(guó)保險(xiǎn)行業(yè)的發(fā)展提升至了國(guó)家戰(zhàn)略的高度。《意見》明確提出“保險(xiǎn)業(yè)是現(xiàn)代服務(wù)業(yè)發(fā)展的重點(diǎn),具有巨大潛力”,為保險(xiǎn)行業(yè)指明了發(fā)展路線。《意見》出臺(tái)后,中國(guó)保險(xiǎn)行業(yè)監(jiān)督管理委員會(huì)主席項(xiàng)俊波,在解讀中國(guó)保險(xiǎn)業(yè)的新歷史性定位時(shí),做出了如下的表述：“保險(xiǎn)行業(yè)是現(xiàn)代經(jīng)濟(jì)的重要產(chǎn)業(yè)、市場(chǎng)經(jīng)濟(jì)的基礎(chǔ)性制度和風(fēng)險(xiǎn)管理的基本手段,可以在服務(wù)國(guó)家治理體系和治理能力現(xiàn)代化的進(jìn)程中大有作為�！弊鳛榻�(jīng)營(yíng)風(fēng)險(xiǎn)的行業(yè),保險(xiǎn)行業(yè)的特殊性決定了只有擁有更大的保費(fèi)規(guī)模,才能保證充足的償付能力和堅(jiān)實(shí)的抗風(fēng)險(xiǎn)能力,進(jìn)而才能獲得更高的利潤(rùn),才能有穩(wěn)健的發(fā)展。由于當(dāng)下我國(guó)的非車險(xiǎn)市場(chǎng)發(fā)展緩于車險(xiǎn)市場(chǎng),因此作為保險(xiǎn)業(yè)兩大板塊之一的財(cái)產(chǎn)保險(xiǎn)行業(yè),其發(fā)展主要還是依靠機(jī)動(dòng)車輛保險(xiǎn)的業(yè)務(wù)帶動(dòng),近年來(lái)車險(xiǎn)業(yè)務(wù)一直保持著整個(gè)財(cái)產(chǎn)保險(xiǎn)保費(fèi)收入的六至七成。除了個(gè)別經(jīng)營(yíng)特殊險(xiǎn)種的財(cái)產(chǎn)保險(xiǎn)公司外(如出口信用保險(xiǎn)公司),其他所有傳統(tǒng)的財(cái)產(chǎn)保險(xiǎn)公司的保費(fèi)規(guī)模的擴(kuò)大和提升,都需通過(guò)機(jī)動(dòng)車輛保險(xiǎn)業(yè)務(wù)的增長(zhǎng)來(lái)實(shí)現(xiàn)。從車險(xiǎn)的角度而言,財(cái)產(chǎn)保險(xiǎn)公司為了增加車險(xiǎn)保費(fèi)收入,擴(kuò)大保費(fèi)來(lái)源,除了挖掘自有渠道的潛力之外,還須借助外界渠道擴(kuò)展保險(xiǎn)產(chǎn)品與客戶的接觸面,如此才能有效的提高保險(xiǎn)產(chǎn)品的銷售量。所謂“得渠道者得天下”,車險(xiǎn)營(yíng)銷渠道的建設(shè)、管理和拓展,對(duì)于財(cái)產(chǎn)保險(xiǎn)公司有著極其重要的作用。本文以A財(cái)產(chǎn)保險(xiǎn)公司安徽分公司的車險(xiǎn)渠道營(yíng)銷的現(xiàn)狀為研究對(duì)象,研究結(jié)果能夠?qū)財(cái)產(chǎn)保險(xiǎn)公司安徽分公司的車險(xiǎn)渠道規(guī)劃、建設(shè)、管理和發(fā)展提供明確的理論依據(jù),具有較好的參考意義。本文分為六大章,五部分。本文第一部分主要表明本文的研究意義與研究背景,以國(guó)內(nèi)外的研究現(xiàn)狀作為參照,確定本文的理論依據(jù)、研究?jī)?nèi)容以及研究方法；第二部分以渠道營(yíng)銷的相關(guān)概念作為切入點(diǎn),對(duì)機(jī)動(dòng)車輛保險(xiǎn)、車險(xiǎn)營(yíng)銷、車險(xiǎn)渠道營(yíng)銷等概念進(jìn)行界定,初步分析車險(xiǎn)市場(chǎng)的大環(huán)境；第三部分則是展示分析A財(cái)產(chǎn)保險(xiǎn)公司安徽分公司目前車險(xiǎn)渠道營(yíng)銷的現(xiàn)狀,確定安徽分公司在車險(xiǎn)渠道營(yíng)銷上存在的問(wèn)題；第四部分明確A產(chǎn)險(xiǎn)安徽分公司所處的市場(chǎng)環(huán)境和外部競(jìng)爭(zhēng)環(huán)境,通過(guò)通過(guò)PEST分析法,展示A公司安徽分公司所處的市場(chǎng)環(huán)境和自身的優(yōu)勢(shì)、劣勢(shì)、機(jī)會(huì)和威脅,并初步擬定策略；第五部分,在前文研究的基礎(chǔ)上,提出針對(duì)A產(chǎn)險(xiǎn)安徽分公司的車險(xiǎn)渠道營(yíng)銷存在的問(wèn)題的解決方案和改進(jìn)策略。
[Abstract]:In July 2014, the executive meeting of the State Council adopted the "opinions on speeding up the Development of Modern Insurance Services" (hereinafter referred to as "opinions"). At this meeting, Premier Li Keqiang explicitly proposed the work of speeding up the development of modern insurance industry. The development of China's insurance industry has been promoted to the height of national strategy. "Insurance industry is the key point of the development of modern service industry and has great potential", which points out the development route for the insurance industry. Xiang Junbo, chairman of the China Insurance Industry Regulatory Commission, made the following statement when interpreting the new historical positioning of China's insurance industry: "the insurance industry is an important industry in the modern economy. The basic system of market economy and the basic means of risk management can make great progress in the process of serving the national governance system and the modernization of governance capacity. " As a business risk industry, the particularity of the insurance industry determines that only with a larger scale of insurance premiums, can sufficient solvency and solid ability to resist risks be guaranteed, and then higher profits can be obtained and stable development can be achieved. As the development of non-auto insurance market in our country is slower than that of auto insurance market, the property insurance industry, as one of the two major sectors of the insurance industry, is mainly driven by the business of motor vehicle insurance. In recent years, auto insurance business has maintained the entire property insurance premium income 60-70%. With the exception of individual property insurance companies dealing with special types of insurance (such as export credit insurance companies), the expansion and upgrading of the insurance premiums of all traditional property insurance companies need to be realized through the growth of motor vehicle insurance business. From the point of view of auto insurance, property insurance companies, in order to increase insurance premium income and expand premium sources, in addition to tapping the potential of their own channels, also need to expand the contact between insurance products and customers through outside channels. Only in this way can the sales volume of insurance products be increased effectively. The construction, management and development of auto insurance marketing channels play an extremely important role in property insurance companies. This paper takes the current situation of vehicle insurance channel marketing in Anhui Branch of A property Insurance Company as the research object. The research results can provide a clear theoretical basis for the planning, construction, management and development of the vehicle insurance channel in Anhui Branch of A property Insurance Company. It has good reference significance. This paper is divided into six chapters and five parts. The first part of this paper mainly shows the significance and research background of this paper, taking the domestic and foreign research status as the reference, determines the theoretical basis, research content and research methods; The second part takes the relevant concepts of channel marketing as the breakthrough point, defines the concepts of motor vehicle insurance, auto insurance marketing and vehicle insurance channel marketing, and analyzes the general environment of auto insurance market. The third part is to show the analysis of A property insurance company Anhui branch of the current status of vehicle insurance channel marketing to determine the Anhui branch in the vehicle insurance channel marketing problems; The fourth part clarifies the market environment and the external competition environment of A property insurance Anhui branch. Through pest analysis, it shows the market environment and its own strengths, weaknesses, opportunities and threats. In the fifth part, on the basis of the previous research, the author puts forward the solutions and improvement strategies for the problems existing in the channel marketing of vehicle insurance in Anhui Branch of A property Insurance Company.
【學(xué)位授予單位】：安徽大學(xué)
【學(xué)位級(jí)別】：碩士
【學(xué)位授予年份】：2015
【分類號(hào)】：F842.3;F274

【參考文獻(xiàn)】

相關(guān)期刊論文 前8條

1 ;浙江保險(xiǎn)行業(yè)違反《反壟斷法》被處1.1億元罰款[J];中國(guó)價(jià)格監(jiān)管與反壟斷;2014年09期

2 張世新;陳桂泉;;分銷渠道效率評(píng)價(jià)指標(biāo)研究[J];商場(chǎng)現(xiàn)代化;2011年21期

3 殷越丹;;完善車商渠道業(yè)務(wù)管理體系的思考[J];上海保險(xiǎn);2013年05期

4 黃金波;;車險(xiǎn)費(fèi)率市場(chǎng)化改革近在眼前 或帶來(lái)車險(xiǎn)行業(yè)三大變革[J];汽車與配件;2013年17期

5 劉坤坤;黃欣欣;;關(guān)于遏制車險(xiǎn)中介業(yè)務(wù)非理性競(jìng)爭(zhēng)的思考[J];武漢金融;2013年07期

6 趙婉竹;;我國(guó)車險(xiǎn)市場(chǎng)外部環(huán)境的PEST分析[J];中國(guó)證券期貨;2013年03期

7 顧靜;;產(chǎn)品差異化對(duì)我國(guó)財(cái)險(xiǎn)公司贏利能力影響的實(shí)證研究——基于中國(guó)太保的案例分析[J];保險(xiǎn)職業(yè)學(xué)院學(xué)報(bào);2013年06期

8 趙明旭;;人保財(cái)險(xiǎn)車險(xiǎn)產(chǎn)品銷售渠道研究[J];中外企業(yè)家;2015年05期

相關(guān)碩士學(xué)位論文 前8條

1 楊代林;入世后中資保險(xiǎn)公司的發(fā)展探討[D];西南財(cái)經(jīng)大學(xué);2005年

2 楊川;基于權(quán)力視角的渠道管理分析[D];西南財(cái)經(jīng)大學(xué);2006年

3 楊U，

本文編號(hào)：1978142