市场营销专业学年论文--保险公司营销模式.docVIP

学年论文保险公司的营销模式The marketing mode of insurance company院　　系：xxx专 业 班：xxx姓 名：xxx学 号：xxx指导教师：xxx2011年10月 PAGE III摘 要保险营销是保险公司为了满足保险市场存在的保险需求所进行的总体性活动，包括保险市场的调查与预测、保险市场营销环境分析、投保人行为研究、新险种开发、保险费率厘定、保险营销渠道选择、保险商品推销以及售后服务等一系列活动，而作为一个产品，营销的渠道选择是至关重要的，它直接关系到一种产品能否成功的进入市场并在市场中占有一席之地。所以，对营销模式的研究是一家保险公司进行营销管理的必要工作。本文是以作者假期在保险公司的亲身实习经历为基础，加以参考一些国内外保险行业的发展过程所做出的对保险公司营销模式的一些分析和研究。关键词：国内营销模式；国外营销模式；营销管理方法；市场环境； HYPERLINK \l _ToAbstractInsurance marketing is the insurance company in order to meet the demand of the existence of the insurance market insurance of overall activities, including insurance market survey and predicting and insurance market marketing environment analysis, policy-holder behavior research, new insurance, insurance premium rates set, the development of insurance marketing channel selection, insurance merchandising and after-sales service to a series of activities, and as a product, marketing of channel choice is very important, it directly related to a product of success into the market and in the market place. So, for marketing mode is an insurance company for the marketing management the necessary work. This paper is based on the authors personal holiday in an insurance company practice experience as the foundation, to reference some domestic and foreign insurance industry the development process of the insurance company to make marketing model some analysis and research. Key Words：foreign marketing mode; China marketing mode; Marketing management method; Market environmentPAGE IV目 录 TOC \o 1-3 \u 摘 要 PAGEREF _Toc297234821 \h IAbstract PAGEREF _Toc297234822 \h II绪 论 PAGEREF _Toc297234824 \h 11 我国现有保险营销模式及现状概述 PAGEREF _Toc297234825 \h 21.1 我国目前保险营销模式 PAGEREF _Toc297234826 \h 21.2 我国保险营销路径类型及现状 32 国外保险营销模式的现状 62.1 欧美保险营销模式 62.2 日本保险营销模式 PAGEREF _Toc297234830 \h 73 保险公司面临的营销环境及管理方法 83.1 我国保险业面临新的营销环境 83.2 保险公司营销的管理方法 PAGEREF _Toc297234833 \h 9结 论 PAGEREF _Toc297234835 \h 11致 谢 PAGEREF _Toc297234836 \h 12参考文献 PAGEREF _Toc297