中国寿险的渠道发展探究

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1、AbstractSincethebeginningofReformandOpeninglaunchedbyDengin1978，people’Slivingstandardsandeconomyhavebeenwitnessedgrowingrapidly,peoplehaveraisedconsciousnessofinsuranceincreasinglyth缸insuranceindustryhasbecomethemostpromisingsumSseindustryinChina．Comparetothedevelopmentlevelofliveinsur

2、anceinthe1940s．1950sinAmericaand1960s．1970sinJapan．wecanobtainsomesimilarities：fromtheperspectiveofpersonalinsuranceaccountingfortheeconomy,thedepthofpersonalinsuranceisaround2．4％，thegrowthrateofpersonalinsurancemaintainedahighlevel．thedevelopmentlevelofhealthcareandpersonalinsurancewas

3、low．Bythehistoricalresearchaboutthetrendof1iveinsuranceindevelopedcountries．1iveinsuranceinChinastillhasalotofdevelopingspace．Althoughtheeconomicreasonisstillthebasicdrivingforceofthedevelopmentofliveinsurance．withthescaleofinsuranceextendingrapidly,theinfluenceofotherfactorsthatalSOenh

4、anceitsgrowthgainweight．Thefactorsthataffectthepremiumof1ireinsurancearevarious．嘲(ingintoaccountofthedevelopingexperienceofinsurancemarketaroundtheworld，theanalysisaspectof1ireinsuranceinthelongruncanbesummarizedasregulatoryenvironment．suppliers?demandsandmarketingchannel。砀材S。thisdisser

5、tationwillstartwiththeintroduceofdevelopinghistoryandmarketingchanneldrivingforce，takethegrowthofpremiumasmainmeasure．consideringthemacroeconomyenvironmentofC1linaandthecharacteristicofinsuranceindustry,seekfortheansweroftrendofliveinsuranceinthefutureandthemaindrivingforce．Meanwhile，ma

6、kesomesuggestsofthepolicy．Keywords：ChineseLifeInsurance，Marketing，Development，Channel目录第1章引言⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯．．11．1研究背景及意义⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯．．11．1．1背景分析⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯11．1．2理论及实际意义⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯．31．2学术构想与思路⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯．．31．3创新点⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯．5第2章保险营销理论文献综述⋯⋯⋯⋯

7、⋯⋯⋯⋯⋯⋯．．52．1营销渠道理论⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯．52．1．1营销定义⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯52．1．2服务营销与商品营销的区别⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯62．1．3营销渠道概述⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯62．2保险营销渠道介绍⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯72．2．1保险营销渠道的定义⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯72．2．2保险营销渠道的结构⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯82．2．3保险营销渠道的功能⋯⋯⋯⋯⋯⋯