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论文编号：	5817
作者编号：	2120112540
上传时间：	2013/12/5 8:22:52
中文题目：	太保产险天津分公司渠道策略研究
英文题目：	China Pacific Property Insurance Company Tianjin Branch Channel strategy research
指导老师：	韩德昌
中文关键字：	太平洋产险;客户需求导向;渠道策略
英文关键字：	Pacific property Insurance Company;customer demand oriented; channel strategy
中文摘要：	近年来，销售渠道建设在保险行业变得更加重要，无论是行业领先的大型保险公司还是立足于特定渠道的专业保险公司都更加重视销售渠道的规划与实践。能否科学制定适合本公司的销售渠道策略，已经直接关系到公司的生存和发展。太平洋保险集团公司正在进行以客户需求为导向的战略转型，太保产险天津分公司（以下简称天津太保）开始进行由传统业务模式向“以客户需求和客户体验为核心”的战略转型。本研究旨在立足于市场营销经典理论，基于太平洋保险发展战略转型目标，从渠道战略角度入手，运用SWOT分析法和通用矩阵分析法综合分析天津太保车商渠道、重要客户渠道、代理渠道、银行渠道、交叉销售渠道、新直销渠道等六大类渠道发展的内外部环境，就天津太保各渠道业务的市场定位和发展动力进行分析，并针对各渠道客户需求和公司自身资源禀赋，对公司的销售渠道发展进行规划和设计，以销售渠道策略的转型带动公司加快完成整体战略转型。全文将就“经营环境分析、客户资源与主营产品分析、销售渠道战略定位与经营策略、渠道策略的实施保障等内容展开论述，探寻适合天津太保的发展策略。本文重点在于天津太保的渠道战略定位分析，和每个渠道的策略选择。在战略定位分析方面，借助通用矩阵分析法对六种渠道进行科学定位，通过科学分析论证每个渠道的经营价值与必要性。在策略选择方面，充分考虑各渠道的自身特点及竞争对手信息，提出针对性的发展建议。最后，在渠道策略的组织实施方面提出了相应的改革举措。
英文摘要：	In recent years, the marketing channel construction is becoming more important in the insurance industry, industry leading large insurance company or based on the specific channels of professional insurance companies pay more attention to the planning and practice of marketing channels. Whether science and suitable for the company's sales channel strategy, is directly related to the survival and development of the company. CPIC Group is ongoing to customer demand as the guidance of strategic transformation，China Pacific property insurance Tianjin branch (hereinafter referred to as Tianjin Pacific) started from the traditional business model to "take the customer demand and customer experience as the core" of the strategic transformation. Of this study is to based on the classic marketing theory，based on the development strategic transformation goal，Pacific insurance over the insurance needs of customers，using comprehensive analysis method of SWOT matrix analysis method and general tianjin Pacific dealer channels，the important customer，agent channels，banking channels，cross sales channels，a new direct channel and so on six big kinds of channels for the development of internal and external environment，tianjin Pacific each channel business market positioning and development of dynamic analysis，and for each channel resources endowment，the needs of customers and the company itself to the company's sales channel development planning and design，the transformation of marketing channel strategy to stimulate companies to accelerate the overall strategic transformation. Full text would，in turn，the operating environment of the "analysis"，"customer resources analysis"，"marketing channel strategy and business strategy" and "Tianjin Pacific to the future development strategy of form a complete set of" key projects will be discussed in four aspects，such as content，explore the development strategy for Tianjin Pacific. This paper is focused on tianjin Pacific channel strategic positioning analysis, and each channel strategy choice. In terms of strategic positioning analysis, with the help of general matrix analysis method, the six channels of scientific orientation, scientific analysis demonstrated through each channel value and necessity of business. In terms of strategy selection, give full consideration to the characteristics of each channel and competitor information, the development of targeted Suggestions. Finally, in terms of channel strategy to organize the implementation of the corresponding reform measures are put forward.
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