浅谈保险企业的市场营销现状及营销渠道选择

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）、 加强我国保险企业市场营销与渠道选择的重要性····························4

1、加强市场营销及营销渠道建设有利于保险公司进行创新和提高市场效率············································································4

2、加强市场营销及营销渠道建设是保险市场发展的客观需要 ···········································································4

3、加强市场营销、合理选择营销渠道将有利于促进人们保险意识的形成与增强············································································4

4、加强市场营销、合理选择营销渠道将有利于保险公司引进先进技术，提高经营管理水平···········································································4

二、浅谈保险市场营销渠道选择··················································5

（一）、 保险市场营销的基本理念················································5

1、现代市场营销的基本概念·····················································5

2、保险市场营销的特点·························································6

（二）、 保险营销渠道的类型····················································6

1、直接营销渠道·······························································7

2、间接营销渠道·······························································7

（三）、 保险营销渠道的影响因素及其选择········································7

1、影响保险营销渠道选择的因素·················································7

2、合理选择保险营销渠道的一般标准··············································8

结语·········································································10

参考文献·····································································11

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。 谢谢老师！