本文選題：財產(chǎn)保險　切入點：營銷渠道　出處：《山東大學》2017年碩士論文　論文類型：學位論文

【摘要】：近年來,從全國范圍來看,經(jīng)濟的發(fā)展呈緩慢增長的態(tài)勢,而且在全球金融危機的影響下,國際環(huán)境也不是非常理想,金融環(huán)境受創(chuàng),經(jīng)濟處于動蕩之中,市場信息和預期都開始不穩(wěn)定。我國的保險營銷渠道一直是堅持以數(shù)量致勝,以產(chǎn)品作為導向,這種粗放式的擴張模式隨著經(jīng)濟和社會的發(fā)展已經(jīng)無法和市場多樣化的需求相適應,如果不進行改變,那么就很難適應時代的發(fā)展。目前,隨著市場的環(huán)境越來越開放,民眾的保險意識也逐步深化,保險公司的工作人員不應只滿足于傳統(tǒng)的營銷理念,需要根據(jù)目前的新技術、新環(huán)境逐漸提升自己的業(yè)務技能,并轉換思維,發(fā)揮創(chuàng)新精神。為促進保險行業(yè)的可持續(xù)發(fā)展,就要對傳統(tǒng)營銷渠道進行變革,解決其存在的問題,而營銷渠道的創(chuàng)新和整合就是變革的關鍵,同時也是整個保險行業(yè)越來越重視的問題,有利于促進保險業(yè)的健康發(fā)展,同時還能促進中國金融的服務水平提升,增強其競爭力,提高整個保險行業(yè)的信用,為現(xiàn)代金融業(yè)發(fā)展提供動力。本文以中國財產(chǎn)保險營銷渠道作為研究對象,以財險營銷渠道的相關理論作為指導,分析了中國保險業(yè)的現(xiàn)狀以及財險營銷渠道建設的現(xiàn)狀,通過調查了解到,現(xiàn)有的財產(chǎn)保險營銷渠道還是有很多不足的地方,比如財險產(chǎn)品開發(fā)與營銷渠道發(fā)展趨勢不相符,營銷效率低下,各渠道間存在效率損耗,營銷隊伍素質低,兼業(yè)代理市場手續(xù)費高、風險大等問題。本文構建了保險公司財險渠道選擇的影響因素模型,確立了保險公司財險影響渠道選擇的影響因素評估指標及其權重,此外,還分析了公司的財險渠道評價與優(yōu)化分析,針對財險公司營銷渠道建設提出建議,其中就包括加速開拓新型營銷渠道、重視專業(yè)中介機構渠道建設、加大銷售渠道開拓與維護的支持度、尋找適合兼業(yè)代理和個人營銷渠道的保險類別、對個人代理渠道進行創(chuàng)新等,這些辦法對于財險保險公司渠道的建設很有借鑒意義,可以對財險公司營銷渠道進行優(yōu)化,幫助保險公司順利發(fā)展,并讓保險公司的地位有一定的提升,從而提高其整體競爭實力。
[Abstract]:In recent years, from the nationwide situation, the development of the economy showed a slow growth trend, but also in the global financial crisis, the international environment is not very ideal, the financial environment hit the economy in turmoil, market information and expectations are not stable. China's insurance marketing channel is always adhere to the winning number the product, as a guide, this extensive expansion mode with the development of economy and society and has been unable to adapt to the needs of market diversification, if not change, so it is difficult to adapt to the development of the times. At present, as the market environment is becoming more and more open, the people's insurance consciousness is gradually deepening, the work of the insurance company personnel should not only satisfy the traditional marketing idea, according to the needs of the new technology, new environment gradually improve their business skills, and the transformation of thinking, play the spirit of innovation to promote conservation. The sustainable development of the insurance industry, to change the traditional marketing channels, to solve the existing problems, and the key of marketing channel innovation and integration is to change, but also the entire insurance industry pays more and more attention, to promote the healthy development of the insurance industry, but also promote Chinese financial services to enhance the level enhancement the competitiveness of the insurance industry, improve the credit, provide the impetus for the development of modern financial industry. The marketing channel China property insurance as the research object, based on the related theories of the insurance marketing channel as a guide, analyzes the current situation of the insurance industry and the status quo of China insurance marketing channel construction, learned through the investigation, the existing property insurance marketing channels still have many deficiencies, such as the development trend of insurance product development and marketing channel is not consistent, inefficient marketing, exists between the channels Efficiency loss, low quality of the sales team, agents and industry market high fees, high risk and so on. This paper constructs the model of factors affecting the selection of insurance channels for insurance companies, insurance companies have established effect insurance effect of channel choice factor evaluation index and its weight, in addition, also analyzed the analysis and optimization of the insurance channel evaluation company. According to the marketing channel construction of insurance company recommendations, including accelerating to develop new marketing channels, professional intermediary channels, increase sales channel development and maintenance support, searching for agents and industry marketing channels and personal insurance categories, the innovation of personal agent channels, these measures for the construction of insurance company the channel is a reference, the marketing channel of insurance company can help insurance companies optimize the smooth development, and let the insurance company's status There is a certain promotion to improve its overall competitive strength.

【學位授予單位】：山東大學
【學位級別】：碩士
【學位授予年份】：2017
【分類號】：F842.3;F274

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本文編號：1584135