商业健康保险营销渠道探究.docVIP

RESEARCHONTHEMARKETINGCHANNELSOFCOMMERCIALHEALTHINSURANCEABSTRACTMarketingchannelisaveryimportantissueforthecommercialhealthinsurancecompany.Thisthesismainlyfocusesonthesystemresearchaboutthisissue.Itcombinestheresearchworkfrommanydomestic/foreignscholarsandthepracticalexperienceoftheinnovativemarketingchannelinShanghaiAInsuranceCompany.Withthecasesstudymethod,thisthesisusesanexampleofthedevelopmentandinnovationofthemarketingchannelinShanghaiAinsurancecompany,todescribetheprinciplesofcommercialhealthinsuranceandmarketingchannelstrategies.Thisthesisalsoexplainsthecontents,characteristics,designrulesandapplicationstepsofthemarketingchannelforthecommercialhealthinsurance.Thisthesisanalysesthecurrentstatusoftheinternationalanddomesticinsurancechannels’development.Throughtheanalysisforthestatusofshanghaiinsurance’scurrentmarket,itintroducesindetailthemarketingchannelstrategyofthiscompanyandsomepossibleproblemsduringtheestablishmentofthecompany’schannelconstruction.Therightdecisionandcontinuousinnovationofmarketingchannelisveryimportantforthedevelopmentoftheinsurancecompany.ThisthesisproposesanintegratedmarketingchannelmodelfortheoptimizationofthemarketingchannelinShanghaiAinsurancecompany.Thisnewmodelincludes:buildingagoodpartnershipamongallusefulchannels,continuouslyexpandingthecompanymarketingchannels,positivecooperatingwiththeSocialSecurityDepartment,andsettingupcooperationwithmedicalorganizations,etc.Atthelastofthisthesis,theauthorintroducessomepossibledevelopingprospectsaboutmarketingchannelsininsurancecompanies.Throughthisshortresearch,hopeconstructivesuggestiontoinsurancecompanieswillhavepositiveeffectformarketingchannel.KEYWORDS:commercialhealthinsurance,marketingchannel,channel’sinnovation,diversificationofmarketingchannels上海交通大学学位论文原创性声明本人郑重声明：所呈交的学位论文，是本人在导师的指导下，独立进行研究工作所取得的成果。除文中已经注明引用的内容外，本论文不包含任何其他个人或集体已经发表或撰写过的作品成果。对本文的研究做出重要贡献的个人和集体，均已在文中以明确方式标明。本人完全意识到本声明的法律结果由本人承担。学位论文作者签名：胡桂琴日期：2009年11月10日上海交通大学学位论文版权使用授权书本学位论文作者完全了解学校有关保留、使用学位论文的规定，同意学校保留并向国家有