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论文编号：	3872
作者编号：	2120092752
上传时间：	2011/11/30 12:44:28
中文题目：	保险企业营销渠道模式研究
英文题目：	Study on Insurance Company Marketing Channel Strategy
指导老师：	李桂华
中文关键字：	商业保险 营销渠道 4P、4C理论 多元化营销
英文关键字：	commercial insurance, marketing approach, 4P, 4C theory, diversified marketing
中文摘要：	进入二十一世纪以来，中国保险市场进入了快速发展阶段。特别是入世之后，中国保险企业迅速开放，更多的经营主体进入中国市场，有效的推动了行业有序健康的发展。同时，对消费者而言，市场提供了更多优质的保险产品和服务，伴随着大众保险意识的增强，人们对保险保障产生了更大的需求。保险消费行为的主导性增强，保险消费方式的选择性增多，消费动机和行为更趋理性和实效， 我国保险市场已经从垄断市场演变为竞争性市场，这些无疑对当前的保险营销提出了新的更高的要求。面对新的市场环境和消费者需求，中国的保险企业纷纷适应新的形势，不断创新发展新的保险营销渠道。从传统单一的保险代理人渠道，逐渐演变为企业营销、银行代理营销等多种方式。但是这些方式在长期的发展过程中，逐渐暴露了其发展的弊端，因而需要我们不断完善已有的保险营销渠道，并且实现突破创新。如何建立适合中国市场特征的保险营销渠道成为保险行业人士和学术界共同关注的课题。专业保险代理公司的不断涌现，电话营销模式的出现和推广以及网络保险营销的不断盛行，这些都是中国保险企业不断做出的新的尝试，并且在尝试中不断完善，这是这种追求创新的精神，推动了中国保险企业乃至保险行业的成熟和发展。本文共分七章，对保险营销渠道模式进行了探讨和研究。全文第一章即绪论部分对研究问题的背景及文章的论证结构及写作方法进行了说明；第二章对品牌战略相关理论——4P、4C理论保险营销渠道理论知识以及保险理论知识进行了回顾，并对全文的思路做一个引导；接下来是阐述我国保险营销模式现状，分析目前保险行业面临的现状以及深层次原因；借鉴美国保险代理营销制度，分析其特点以及发展趋势，对我国的保险代理营销体系提出新的启示；通过以上问题的剖析以及优秀经验的借鉴和学习，总结出我国创新的保险营销模式，重点论述多元化代理营销模式、电话营销模式以及网络营销模式。通过实际案例分析，总结中国保险企业对保险营销模式的不断创新。最后一部分对全文进行回顾和总结，并对保险营销模式方面提供了本人中肯的意见。
英文摘要：	In recent years, the world has witnessed the rapid growth of China’s insurance market. China’s accession to the World Trade Organization strongly accelerated the opening of China’s insurance sector. As more and more business entities enter China’s market, competition becomes more effective. For consumers, there are more quality insurance products and services available. People’s growing awareness of insurance increases the demand for insurance guarantee. Insurance consumer behavior increasingly pertains to initiative, whilst insurance consumption pattern pertains to selectivity. Consumption motive and behavior tend to be more rational and practical. China’s insurance market has transformed from being monopolized to being competitive, which undoubtedly sets a higher standard for marketing. Therefore, how to build an insurance marketing system that is suitable for China’s market feature becomes a common focus for both professionals and scholars. This paper consists of six chapters, in which marketing approaches of insurance are discussed and studied. Chapter One, the preface, clarifies the background of the studied topic, as well as the reasoning structure of the paper. Chapter Two reviews the branding strategy related theories – 4P, 4C theory and theoretical knowledge of insurance. It also serves as the guidance of the logic of this paper. Following that, it describes the status quo of China’s insurance marketing approaches, analyzes the reality China’s insurance sector is facing and the profound reasons behind it, refers to America’s insurance agent marketing system and analyzes its features, growing trends, as well as the inspiration it brings to our insurance agent marketing system. By analyzing the foregoing issues and referring to the prominent examples, it concludes our innovative insurance marketing approaches, highlights diversified agent marketing approach, telemarketing approach and internet marketing approach. The last part reviews and concludes the paper, with some of my pertinent comments on insurance marketing approaches.
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