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论文编号：	13810
作者编号：	2320190687
上传时间：	2023/5/31 16:52:55
中文题目：	X保险销售公司乡镇版块的商业模式优化研究
英文题目：	Research on Business Model Optimization of Township Section of X Insurance Sales Company
指导老师：	齐善鸿
中文关键字：	保险销售；乡镇版块；商业模式画布；商业模式优化
英文关键字：	Sales insurance; Township market; Business Model Canvas; Business model optimization
中文摘要：	2019年疫情以来，保险行业发生了巨大变化，保险业围绕“下沉市场”展开，主要是科技革命带来的全球经济趋势变化和消费浪潮有了变革与升级，互联网行业流量红利、用户红利见底，唯有“下沉”才能让各大险企获取增量、得到新的市场扩张机会。在下沉过程中，对消费者需求的不断满足与边缘需求的探测成为了保险行业企业需要重点关注的内容，过去X保险销售公司依靠在湖北省精耕细作的业务模式取得了成功，差异化的乡镇客户群体和独特的运营模式使得企业在严峻的综合环境下还能进行全国扩张；随着规模的扩大，很多问题也逐渐浮现出来，企业必须回归到对乡镇消费者需求研究中来展开业务才能攻克诸多问题，稳步完成全国市场的全面发展。 X保险销售公司业务涉及较广，需要对企业问题分层、分类，以找出核心问题，并制定细致可行的解决方案。根据现有文献，本文对商业模式的研究主要基于商业模式画布九要素结构，再根据实际分析要求使用波特五力模型、SWOT分析法、CPM矩阵、问卷调查法等进行问题分析和解决方案制定。得出公司在基础设施层面的核心资源、关键业务、重要合作，在客户层面的客户来源、渠道通路、客户关系，在价值主张方面的企业供给与消费者需求匹配程度上，在财务层面的收入来源成本结构合理性上都存在不同程度问题。针对这些问题对企业现行商业模式进行优化研究，供给端也就是基础设施层面的科技化和信息化建设、关键人才培养及企业员工队伍素质提升、解决现有产品供应体系制约、发挥企业合作的力量攻克企业薄弱环节，让企业从粗放经营过渡到精细化经营，为全国扩张提供更强的力量；需求端也就是客户层面的扩充客户来源、强化客户关系、多种销售方式解决销售难题，满足消费者的产品、服务需求；设计了新的价值主张和财务目标，更加明确公司的优化决心和路径，加上相对量化的实施保障，形成未来一定时期内的发展规划。
英文摘要：	Since the outbreak in 2019, great changes have taken place in the insurance industry. The insurance industry revolves around the "sinking market", mainly due to the changes in global economic trends,the changes and upgrades of consumption waves brought about by the scientific and technological revolution. The traffic dividends and user dividends in the Internet industry have bottomed out. Only "sinking" can enable major insurance companies to gain increments and gain new market expansion opportunities. In the process of sinking, the continuous satisfaction of consumer demand and the detection of marginal demand have become the focus of insurance industry enterprises. In the past, X Insurance Sales Company achieved success by relying on intensive cultivation in Hubei Province. Differentiated township customer groups and unique operation mode enabled enterprises to expand nationwide under severe comprehensive environment; With the expansion of the scale, many problems have gradually emerged. Enterprises must return to the research on the needs of township consumers to start business in order to overcome many problems and steadily complete the all-round development of the national market. X Insurance Sales Company involves a wide range of business, so it is necessary to stratify and classify enterprise problems in order to find out the core problems and formulate detailed and feasible solutions. According to the existing literature, this paper mainly based on the Business Model Canvas nine elements structure, and then according to the actual analysis requirements using Porter Five Forces Model, SWOT Analysis, CPM Matrix, Questionnaire Survey and other methods to analyze the problem and formulate solutions. It is concluded that the core resources, key businesses and important cooperation of the company at the infrastructure level, the customer sources, channels and customer relations at the customer level, the matching degree between enterprise supply and consumer demand in the value proposition, and the rationality of income source also the cost structure at the financial level,all have different degrees of problems. In view of these problems, the current business model of enterprises is optimized and studied. The supply side is the scientific,technological and information construction at the infrastructure level, the training of key talents and the improvement of the quality of the enterprise staff, solving the constraints of the existing product supply system, exerting the power of enterprise cooperation to overcome the weak links of enterprises, allowing enterprises to transition from extensive management to refined management, and providing stronger strength for national expansion; The demand side is to expand customer sources, strengthen customer relations, solve sales problems by various sales methods, and meet consumers' product and service needs; New value propositions and financial objectives are designed, the optimization determination and path of the company are more clear, and the relatively quantitative implementation guarantee is added to form the development plan in a certain period of time in the future.
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