浅谈保险企业的市场营销现状及营销渠道

摘要··········································································2

一、保险市场营销现状分析 ·····················································3

（一）、我国保险市场营销现状及问题·············································3

1、我国保险市场营销的现状·····················································3

2、我国保险市场营销存在的主要问题·············································3

（二）、营销渠道对保险营销的重要性············································4

二、浅谈保险市场营销渠道······················································4

（一）、 保险市场营销的基本理念················································4

1、保险市场营销的基本理念基本概念············································5

2、保险市场营销的特点·························································5

（二）、 保险营销渠道的类型····················································5

1、直接营销渠道·······························································5

2、间接营销渠道·······························································5

（三）、 保险营销渠道的影响因素及其选择········································5

1、影响保险营销渠道选择的因素·················································5

2、合理选择保险营销渠道的一般标准··············································6（四）、保险营销渠道运营模式创新策略··········································6

结语·········································································8

参考文献·····································································9

内 容 摘 要

关键词：保险企业 市场营销 营销渠道 管理

随着我国市场经济体制的逐步完善，社会监督机制和法制的日益健全，以及信息网络技术的迅猛发展，我国保险公司所面临的经营环境和社会环境已发生巨大变化。原有的保险营销方式已不能适应市场经济的快速发展，国内的保险企业必须加快实现观念变革，树立现代市场营销理念，加强市场营销能力，拓宽保险市场，力争在激烈的市场竞争中不断扩大市场份额并得以发展。而保险营销渠道是否适应市场和发展的要求，对保险公司关系重大。本文以我国保险市场营销存在诸多问题为研究出发点，运用现代市场营销理论及营销渠道理论，并结合保险产品特点以及我国保险市场营销特征，全面系统地分析了影响我国保险企业市场营销渠道选择的诸多因素，以便为我国保险企业做出最佳营销渠道选择提供参考意见。

特别说明：原来提交的提纲分四章进行阐述，在写作过程中发现可合并成两章进行阐述，因此重新写提纲：本文以我国保险市场营销存在诸多问题为研究出发点，运用现代市场营销理论及营销渠道理论，并结合保险产品特点以及我国保险市场营销特征，全面系统地分析了影响我国保险企业市场营销渠道选择的诸多因素，并就直接营销渠道与间接营销渠道展开较为全面的利弊分析，以便为我国保险企业做出最佳营销渠道选择提供参考意见。 全文共分两章: 第一章首先分析了我国保险市场营销的现状及存在问题。第二章主要运用现代市场营销理论和营销渠道理论，并结合保险产品特点以及我国保险市场营销特征，全面系统地分析了影响我国保险企业市场营销渠道选择的诸多因素。