摘要
随着我国经济的飞跃式增长以及金融行业的纵深发展,保险作为金融三大支柱产业
之一,近年来出现井喷式发展。保险中介作为衔接保险人和投保人的桥梁纽带,减少了
因交易双方信息不对称而导致的一系列问题,在一定程度上保障了投保人和保险人得共
同的利益。保险中介的地位和作用随着保险市场的不断发展壮大则愈显重要。

我国保险市场起步较晚,保险中介在我国尚属新兴行业,但是伴随着保险产业化的
进程,保险中介在数量上已经十分可观,其业务规模和市场份额也迅速增长。不过,由
于各种内外因素的制约,我国保险中介公司的规模普遍较小,市场尚不完善。因此,我
国保险中介的作用还没有得到很好的发挥。

本文选取保险中介中最重要的一个方面——营销策略作为切入点,以A保险代理公
司为例,通过其个案分析,探究我国保险中介市场发展的一般性规律与特殊性模式,以
期完善和推广保险中介企业相关经营模式,并为其他保险中介机构提供方向性指引。

关键词:保险保险中介营销策略
Abstract
Along with our country's economy rapid growth and financial industry comprehensive
development,the insurance industry as one of the three pillar industries blow out in recent
years .Insurance intermediary is acting as the bridge between the insurer and insured reducing
the series problem of information asymmetry .In certain extent , it protects the common
interests of applicant and the insurer . With the continuous development of the insurance
industry,the status and role of insurance intermediary become more and more important .The
development of insurance intermediary has been an important sign of a mature insurance
market.
Since insurance industry state late in our country ,the insurance intermediary industry is
still an emerging industry .As the development of insurance industrialization ,the number of
insurance intermediary has been very substantial ,and its business scale and market share is
growing rapidly .But for various internal and external factors, China's Insurance conduit
company size is generally small, the market is not perfect. Therefore, the insurance
intermediary role doesn't get very good play in China.
This paper chooses one of the most important aspects of insurance intermediary
—marketing strategy as an entry point. We take Insurance Proxy Company A as an
example ,by the case analysis, to explore the development of general rules and special mode,
in order to improve and promote the insurance intermediary business management mode, and
to provide directions for other insurance intermediary institutions.
Key Word: insurance; insurance intermediary; marketing strategy