中国保险行业营销渠道分析 毕业论文.doc

四川师范大学文理学院本科毕业论文 中国保险行业营销渠道分析 学生姓名 院系名称 管 理 学 院 专业名称 市 场 营 销 班 级 2009级1班 学 号 指导教师 答辩时间 2012年12月20日  中国保险行业营销渠道分析 内容提要： 目前，在我国对保险营销渠道的分析还不够全面，特别是对人寿保险领域的研究还比较少，对国外一些好的营销渠道的介绍更是屈指可数。在理论方面出现的一些漏洞与矛盾使得营销渠道中的一些问题无法得到实际的解决，给中国保险业的发展造成了极大的负面影响。本文在结合现实的环境和自己的一些认识上，对中国保险业的营销渠道的建设提出一些意见和建议。 本文主要介绍了中国保险业所处的背景以及中国保险业的发展史；阐述了营销及保险营销渠道的内容，并对保险业渠道所处的内外部环境进行了分析；找到了保险营销渠道所面临的一些问题，以及所出现的问题对保险业的影响；针对保险营销渠道面临的问题提出了相应的对策；最后结合保险业发展的经验，总结出适合中国保险发展的营销渠道。 关键字：中国 保险业 营销渠道 Chinas insurance industry marketing channels Abstract： At present, in China on the insurance marketing channel analysis is not comprehensive enough, especially in the life insurance field research is still relatively small, some foreign good marketing channel introduction is can be counted on ones fingers. In terms of the theory of the emergence of some loopholes and contradictions that marketing channels in some of the problems can not get practical solutions, to the development of Chinas insurance industry caused great negative impact. In this paper combined with the reality of the environment and some of his own understanding of Chinese insurance industry, the marketing channel construction put forward some opinions and suggestions. This paper mainly introduces the background of Chinese insurance industry and the development of Chinese insurance industry history; elaborated the marketing and insurance marketing channels of the content, and the insurance industry channels in the internal and external environment are analyzed; find the insurance marketing is facing some problems, as well as the problems of the insurance industry influence on insurance marketing channels; problems and puts forward the corresponding countermeasures; finally combined with the development of the insurance industry experience, summed up for the development of Chinese insurance marketing channel. Key words