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1、摘要机动车辆保险是我国财产险第一大险种,2012年,车险保费收入占财产险保费收入的75%。随着我国交强险对外资保险公司的开放,汽车行业纷纷成立保险公司,保险市场的竞争主体在逐年增加。俗话说“得渠道者得天下”,在保险市场上,保险公司的营销渠道具有极其重要的地位。本文以天平保险北京分公司为分析案例,共分为六章,共三部分。首先简单介绍了机动车辆保险的概念、车险营销的概念、车险营销的三个主要特点以及车险营销渠道的分类,在本部分末尾,对本文使用的SWOT分析方法进行了简单的理论介绍。其次,介绍了天平保险的发展情况,结合外部环境,详细分析了公司成立初期使用的销售外
2、包模式的优势和劣势。然后介绍了目前天平保险北京分公司的四大营销渠道,对其进行了简单的SWOT分析,明确公司的内部优势、劣势,外部机会、威胁。最后,根据前文的介绍以及分析,给天平保险北京分公司营销渠道提出优化建议,即:巩固规范传统代理渠道;大力拓展门店、电话和网络等低成本营销渠道;进行品牌建设,加强客户服务。关键词:天平保险,营销渠道,渠道管理,SWOT分析5AbstractMotorvehicleinsuranceisthemajorinsuranceofthepropertyinsurance.Intheyearof2012,thepremiumso
3、fthemotorvehicleinsuranceaccountedfor75%ofthetotalpropertyinsurancepremium.Astheforeigninsurancecompaniescanunderwritethecompulsorytrafficinsurance,theautomobileindustrycanestablishtheinsurancecompanies;themaincompetitionintheinsurancemarketisincreasingyearbyyear.Asthesayinggoes
4、,"Channelistheworld",marketingchannelshaveanextremelyimportantpositionintheinsurancemarket.ThispaperanalyzestheBeijingbranchofTianpingAutoInsurance.Therearesixchapters,dividedintothreeparts.Firstofall,thepaperbrieflyintroducestheconceptsofmotorvehicleinsurance,theconceptsandthec
5、haracteristicsofinsurancemarketing,theclassificationofthemotorvehicleinsurancechannels,aswellasasimpletheoreticalintroductionofSWOT.Secondly,thepaperintroducesthedevelopmentsofTianpingAutoInsuranceandanalyzesthestrengthsandshortcomingsofthesalesoutsourcing.Therearefourmaindistri
6、butionchannelsinBeijingbranch.ThroughasimpleSWOTanalysis,wegetthecompany'sinternalstrengths,weaknesses,externalopportunitiesandthreats.Accordingtotheforegoingdescriptionandanalysis,theBeijingbranchshouldfocusonstrengtheningthetraditionalchannel,expandingthelow-costmarketingchann
7、elsandbuildingcompany’sbrand,enhancingcustomerservice.Keywords:TianpingAutoInsurance,marketingchannel,channelmanagement,SWOTanalysis6目录第1章绪论.....................................................................................11.1分析背景及意义...........................................
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