中国人保财险公司营销渠道建设研究.docVIP

工商管理硕士（MBA) 学位论文 中国人保财险公司营销渠道建设研究 强 赖 2005 级 205120280147 陈、I晶醒 2007年5月 作 者 年 级 学 号 指导教师 定稿时伺 西南财经大学行论述，约三万六千字。 第一章主要介绍了我国保险行业的现状，对目前国内保险营销渠 道进行了介绍，在此基础上运用“五力模型”分析了目前国内行业竞 争格局以及由于市场竞争给营销战略的发展造成的影响。 第二章主要介绍了中国人保财险公司发展历史以及公司营销渠 道建设现状，并运用SWOT分析法针对公司营销渠道建设中存在的问 题进行了深入剖析。 第三章主要根据未来国内财险公司营销渠道发展方向、人保财险 公司整体发展战略，提出了符合人保财险公司特点的营销渠道建设战 略，围绕公司营销渠道建设战略有针对地提出了如何打造更加高效、 更为可控的公司营销渠道体系的具体措施。 本文的意义在于：采用了理论和实证相结合的方式，利用营销管 理的基础理论，结合公司经营具体实例，非常有针对性地提出了整合 公司渠道资源，紧紧掌握渠道主动权的多项措施，以此来确保公司在 市场竞争中的优势地位。 由于作者水平和经验有限，文章中存在着许多不尽人意的地方， 恳请各位专家学者和同仁提出建设性意见和建议，本人将在今后的工 作和学习中进一步完善和探索。 关键词：人保财险营销渠道建设研究Abstract A marketing channel is defined as all of the persons or institutions that acquire products or help the transfer of products or services in the process of transfer certain products or services from producers to consumers. (Sec Philip Kotler, Marketing Management, Prentice Hall, 11 edition.). As a channel to transfer products or services, a marketing channel is composed of all the organizations taking part in the process transferring products or services. It is the marketing channel that distributes the products or services into target market more efficiently and widely. With continuous changes of the market environment and the consumer demand, the construction and management of marketing channels has become one of the most important taches of the corporate operation and management, and more and more corporations have been reviewing and improving the development strategy and management method of their marketing channels so as to adapt the market competition. The rapid development of insurance industry of China in recent years is, to a large extent, due to the application of advanced marketing ideas and the enhancement of construction and management of marketing channels. The insurance marketing channel links the insurance suppliers and consumers, and plays a very important role in the insurance marketing. Facing the severe competition, insurance corporations increasingly realized that the