【摘要】：天安財(cái)產(chǎn)保險(xiǎn)股份有限公司是中國(guó)首家按照現(xiàn)代企業(yè)制度和國(guó)際標(biāo)準(zhǔn)組建的股份制商業(yè)保險(xiǎn)公司,2013年全國(guó)財(cái)險(xiǎn)市場(chǎng)份額排名第十位。隨著社會(huì)經(jīng)濟(jì)的發(fā)展,保險(xiǎn)業(yè)穩(wěn)定經(jīng)濟(jì)運(yùn)行,促進(jìn)和諧社會(huì)健康發(fā)展的作用已被各級(jí)社會(huì)所重視,為保險(xiǎn)業(yè)的發(fā)展提供了歷史機(jī)遇。同時(shí)保險(xiǎn)主體越來越多,保險(xiǎn)客戶資源搶奪激烈、經(jīng)營(yíng)粗放、以價(jià)格為主要競(jìng)爭(zhēng)手段,經(jīng)營(yíng)利潤(rùn)不容樂觀。因此對(duì)保險(xiǎn)營(yíng)銷渠道進(jìn)行分析優(yōu)化,提高企業(yè)核心競(jìng)爭(zhēng)力,渠道之爭(zhēng)成為保險(xiǎn)公司競(jìng)爭(zhēng)的焦點(diǎn)。 本文運(yùn)用市場(chǎng)營(yíng)銷和管理學(xué)理論知識(shí),通過借鑒國(guó)內(nèi)外保險(xiǎn)營(yíng)銷渠道發(fā)展的先進(jìn)經(jīng)驗(yàn),對(duì)天安財(cái)險(xiǎn)目前的營(yíng)銷渠道現(xiàn)狀進(jìn)行了全面的分析,闡述了各渠道的利弊特點(diǎn)和其存在的問題。同時(shí)對(duì)天安財(cái)險(xiǎn)所處營(yíng)銷環(huán)境分別從宏觀環(huán)境、行業(yè)環(huán)境進(jìn)行了細(xì)致剖析和探討,對(duì)目標(biāo)市場(chǎng)進(jìn)行了細(xì)分、選擇,確定目標(biāo)營(yíng)銷市場(chǎng)。在此基礎(chǔ)上,對(duì)營(yíng)銷渠道發(fā)展提出了重構(gòu)策略,全面架構(gòu)天安財(cái)險(xiǎn)營(yíng)銷渠道體系。 全文共分七章。第一章緒論,主要介紹了研究的背景、意義、內(nèi)容、方法及思路等。第二章是介紹了保險(xiǎn)營(yíng)銷渠道的基本概念。第三章在對(duì)我國(guó)保險(xiǎn)營(yíng)銷渠道的發(fā)展現(xiàn)狀進(jìn)行分析的基礎(chǔ)上,結(jié)合美國(guó)、英國(guó)、日本為代表的發(fā)達(dá)國(guó)家和我國(guó)港澳臺(tái)地區(qū)保險(xiǎn)營(yíng)銷渠道的研究,提出對(duì)我國(guó)保險(xiǎn)營(yíng)銷渠道發(fā)展借鑒作用。第四章是對(duì)天安財(cái)險(xiǎn)各保險(xiǎn)營(yíng)銷渠道現(xiàn)狀的研究,通過分析雇員直銷、個(gè)人代理、專業(yè)中介、兼業(yè)代理、新興渠道等各個(gè)渠道的現(xiàn)狀,總結(jié)渠道發(fā)展中出現(xiàn)的問題,并對(duì)其產(chǎn)生的原因進(jìn)行分析。第五章從天安財(cái)險(xiǎn)營(yíng)銷渠道所處的宏觀環(huán)境和市場(chǎng)競(jìng)爭(zhēng)狀況進(jìn)行分析,對(duì)險(xiǎn)目標(biāo)市場(chǎng)進(jìn)行細(xì)分、選擇和定位。第六章指出天安財(cái)險(xiǎn)營(yíng)銷渠道的重構(gòu)策略及保障措施。第七章結(jié)論,對(duì)本文的主要結(jié)論進(jìn)行總結(jié)。
[Abstract]:Tianan property Insurance Co., Ltd. is the first joint-stock commercial insurance company established in accordance with modern enterprise system and international standards in China, ranking 10th in the national property insurance market share in 2013. With the development of social economy, the role of the insurance industry in stabilizing the economic operation and promoting the healthy development of the harmonious society has been attached importance to by all levels of society, which provides a historical opportunity for the development of the insurance industry. At the same time, more and more insurance main body, insurance customer resources grabs the intense, the management is extensive, takes the price as the main competition means, the operating profit is not optimistic. Therefore, the analysis and optimization of insurance marketing channels to improve the core competitiveness of enterprises, channel competition has become the focus of competition of insurance companies. Based on the theoretical knowledge of marketing and management, this paper makes a comprehensive analysis of the current situation of Tianan property insurance marketing channel by referring to the advanced experience of the development of insurance marketing channels at home and abroad. This paper expounds the advantages and disadvantages of each channel and its existing problems. At the same time, the marketing environment of Tianan property insurance is analyzed and discussed from the macro environment and industry environment respectively, and the target market is subdivided, selected, and the target marketing market is determined. On this basis, the paper puts forward the reconstruction strategy for the development of the marketing channel, and sets up the Tianan property insurance marketing channel system in an all-round way. The full text is divided into seven chapters. The first chapter introduces the background, significance, content, methods and ideas of the research. The second chapter introduces the basic concept of insurance marketing channel. The third chapter is based on the analysis of the current situation of the development of insurance marketing channels in China, combined with the United States, Britain, Japan as the representative of the developed countries and China's Hong Kong, Macao and Taiwan area insurance marketing channels research. Put forward to our country insurance marketing channel development use for reference. The fourth chapter is to the Tianan property insurance each insurance marketing channel present situation research, through the analysis employee direct sale, the personal agent, the specialized intermediary, the concurrent-business agent, the emerging channel and so on each channel present situation, summarizes the channel development in the question, And the causes of its occurrence are analyzed. The fifth chapter analyzes the macro environment and market competition of Tianan property insurance marketing channel, and subdivides, selects and locates the target market. The sixth chapter points out the reconstruction strategy and safeguard measures of Tianan property insurance marketing channel. Chapter seven concludes the main conclusions of this paper.
【學(xué)位授予單位】：揚(yáng)州大學(xué)
【學(xué)位級(jí)別】：碩士
【學(xué)位授予年份】：2014
【分類號(hào)】：F274;F842.3

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本文編號(hào)：2220757