中国保险行业的渠道分析.docxVIP

哈尔滨理工大学学士学位论文  PAGE \* MERGEFORMAT VII 哈 尔 滨 理 工 大 学 毕 业 设 计 题　　目：中国保险行业渠道分析 院　　系：荣成学院 经济管理系 姓　　名：姜雪峰 指导教师：董绍增 系 主 任：孙明琦 2014 年 6 月 18 日 中国保险行业渠道分析 摘 要 营销渠道是指产品或服务转移所经过的路径，由参与产品或服务转移活动以使产品或服务便于使用或消费的所有组织构成。近几年来，随着经济全球化的发展趋势，企业间竞争日趋激烈。企业如何提升自己的核心竞争力，是否可以获取可持续竞争优势，不仅体现在特定的技术和诀窍上，而且也体现在企业对整个渠道的有效建立和管理方面。企业间的营销竞争不再是单个企业的竞争，而是处于一种营销渠道网络中的竞争。 本文在参阅营销管理、营销渠道等相关理论文献的基础上采用了人员访谈、数据分析、资料收集等方法。首先通过资料收集，了解国内保险环境和发展情况，以及国外保险营销渠道发展模式；然后采用系统分析的方法，从渠道设计、渠道选择、渠道管理和渠道冲突四个方面，逐一对中国保险公司营销渠道现状进行诊断。最后采用对标(Benchmarking)分析方法，将中国保险公司营销渠道方面的实践，逐一对照先进理论和实践，发现问题，分析原因，并提出解决方案。 　　关键词 保险营销 ；营销渠道 Chinas insurance industry channel analysis Abstract Marketing channel transfer refers to the products or services by the path, by participating in a product or service transfer activities to make the product or service for use or consumption of all organizations. In recent years, along with the development trend of economic globalization, competition between enterprises. Enterprise how to improve their core competitiveness, whether can obtain sustainable competitive advantage, not only on the specific technology and know-how, but also embodied in the enterprise effective establishment and management of the whole channel. The marketing competition between enterprises is no longer a single enterprises competition, but in a competition of marketing channel network. In this paper, refer to the relevant theoretical literature marketing management, marketing channels, based on the use of staff interviews, data analysis, data collection methods. Firstly, data collection, to understand the environment and the development of domestic insurance and foreign insurance marketing channel development model; then using systems analysis approach conflict from four channel design, channel selection, channel management and channel marketing by one of the Chinese insurance companies diagnostic status of the channel. Finally, benchma