论我国保险营销渠道运营模式创新策略.pdfVIP

论我国保险营销渠道运营模式创新策略 肖举萍 （华中科技大学经济学院，湖北 武汉 430074） ［摘要］当前我国保险营销渠道及运营模式存在销售人员分离、销售产品区隔、客户需 求撕裂、 销售活动分裂、薪酬政策割裂、前勤系统与后勤系统脱裂等缺陷。我国金融保险 业面临综合经营已成定势；国际国内保险竞争加剧，保险公司面临经营转型；客户需求越来 越多元化、个性化，客户满意成为企业营销的核心理念等新的营销环境。鉴于这种背景，“整 合资源，交叉销售”应成为我国保险公司营销渠道运营模式的创新选择，为保证该模式的成 功运行，应正确理解“整合”与“交叉”的内涵；应在客户细分的基础上开发多元化、多层 次产品体系，以满足客户多元需求；应建立具有横向协作职能的扁平化组织架构；应建立既 有区别又有融通的渠道考核机制等。 ［关键词］保险营销渠道；运营模式；割裂营销；整合资源；交叉销售 ［中图分类号］ F840.32 ［文献标识码］ A ［文章编号］1004-3306（2007）06-0074-04 Abstract： The current insurance distribution channel and its operation model has the problem of isolation of sales people, products, client demands, sales activities, and compensation policy, and the splitting between front　 end system and back　 end system. Comprehensive operation of the financial industry has become inevitable in China. With domestic and international competition intensifying, the insurance industry faces the need to transform their operation model. Customer demands are more and more diversifying, and customer satisfaction has become a core value of insurers. In this environment, resources consolidation and cross 　selling has become the path of innovation for Chinese insurers. To ensure its success, we should have a correct understanding of “consolidation and cross 　selling”. Then we can design diversified, multi 　 level products on the basis of customer segmentation, establish a lateral 　 cooperative organizational structure, and a differentiating and related channel performance appraisal mechanism. Key words：insurance distribution channels; operational model; distribution discontinuance; consolidating resources; cross　 selling 对一个企业来说，营销渠道运营模式策略最能体现其营销战略思维，营销渠道运营模式 的选择其实就是市场覆盖与占领模式的选择，是市场营销决策的关键内容之一。同样，对保 险公司来说，建立科学合理的保险营销渠道运营模式是至关重要的。 一、当前我国保险营销渠道运营模式类型及现状