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本文选择将R财产保险公司的出口信用保险业务作为课题研究对象,分析国内
经济分析情况、进出口环境以及企业的发展需求等,将行业内各个企业的业务发
展情况进行比较分析,参考国际同行的发展经验,找到了R财险公司短期出口信用
险营销模式存在的问题,包括客户发掘不够、营销渠道受限、营销方式较窄、服
务滞后、赔付风险高。针对这些问题,文章提出了营销策略方面的建议,包括建
立量化客户标准、设计多样化保险产品、优化营销方式、拓宽营销渠道、优化客
服体系、优化科学评估系统的优化对策
通过对R财险公司营销渠道的特点、现状、存在问题及发展趋势进行系统性分
析,并提出了合理的营销管理优化建议,从而达到对财险行业短期出口信用保险
营销渠道素质的提升、短期出口信用险在出口企业中形象的重建以及如何赢得客
户信赖起到一定的指导作用,首先是对于寻找短期出口信用客户比较有利,可以
帮助企业有效的规避风险;其次是通过优化营销模式,可以提升财险公司的业务
规模等;三是结合R财险公司的实例,探讨未来短期出口信用险的发展方向,以及
提出自己的看法和建议,以期能为短期出口信用险的发展提供有益的思考
关键词:R财险公司;短期出口信用保险;营销模式;优化5
Abstract
With the development of China’s market economy,Insurance market is gradually
opening up.In recent years, the insurance industry developed with a rapid positive speed.
Short-term export credit insurance business is the use of the insurance company to
assume the financial liability of a kind of insurance products in accordance with the
agreed conditions of overdue debt losses occur on credit sales of goods or services,Its
main function is to protect the security of corporate accounts receivable. The principle is
to ensure that the responsibility of the debtor transferred to the insurer. Short-term
export credit insurance market can reduce transaction costs and improve the operating
efficiency of the market economy.It plays an active role in raising the level of enterprise
credit management and operational performance and ensure stable cash flow and so
on.A long history of development in foreign credit insurance business is relatively
mature, but still emerging in our business, the breadth and depth is not very
satisfactory.With the advance of economic globalization, domestic and international
economic environment has undergone significant changes, companies began to realize
recognition and short-term export credit insurance products, domestic credit insurance
business has entered a stage of rapid development.
As the the largest property insurance company in domestic,R Insurance Company
entrusted by the State Council exclusive short-term export credit insurance. R Insurance
companies alone separated export credit insurance sector to establish China Export
Credit Insurance Company in 2001, Then R Insurance company suspended run credit
insurance products until January , completed inpremium income of 286
million, the growth rate reached 46.29%.
In this paper, R Insurance company’s short-term export credit insurance business
was regarded as the research object,through the full analysis of the domestic economic
situation, export environment and the needs of enterprises, the comparative analysis
between the inner potential competitors in the industry and the full reference of the
international “peer”, there are several problems such as difficult for customers to
discover, limited marketing channels, inadequate marketing,services lag,high indemnity
risk exists in the R insurance company marketing model. To deal with these problems,
this paper raise several suggestions on the marketing strategy such as build customer
quantitative criteria, customized insurance products diversification, actively optimize6
promotions, expand marketing channels, and optimize customer service
system,establish scientific evaluation system.
Through the systematic analysis of R Insurance companies marketing channel
characteristics, current situation, problems and development trend ,raise the constructive
suggestions to optimize marketing management, so as to enhance the short-term export
credit insurance marketing channel quality, Short-term export credit insurance export
enterprises in image reconstruction and how to win the trust of customers play a guiding
role.First find the way to R insurance company to discover short-term export credit
insurance customers , help the export enterprise to avoid the risk of foreign trade; the
second is through the optimization of marketing mode, increase business scale of R
insurance company short-term export credit insurance; Third, with examples R
insurance company, to explore the future direction of short-term export credit insurance,
provide helpful insight through present their views and proposals to the development of
short-term export credit insurance .
Keywords: R insurance company, Short-term export credit insurance,marketing
model,optimization1
1. 导言
1.1 研究背景
随着我国市场经济和社会的快速发展,保险市场也逐渐发展起来,保险行业
取得了巨大的发展成就。国务院在,发布了《国务院关于加快发展现代保
险服务业的若干意见》,各级政府对于保险的关注度更高,充分认识到保险行业
对建设和谐社会的积极作用。与此同时,中国保险行业监督管理委员会联合其他
各部位,发布了相关文件,促进保险行业的良好发展。就行业发展历史来看,新
进入市场的公司,获得了更多发展的机会,可以发挥拉动需求的作用,促进科学
的发展,发挥保险行业对社会主义建设的目的
在,我国的财产保险以及整体保险行业都发展了巨大的变革,行业转
型非常深入。在完成合规的基础上,保险公司开始推动核心内核的创新和转型,
保持保险行业有比较好的发展趋势,同时也为未来发展奠定了基础。在这种背景
下,,我国的保险行业取得了非常良好的发展,保费达到了2.4万亿元,比
增长了20%。充分体现了行业的内部发展能力,也提升了行业价值
世界上第一家信用保险公司是在1820年诞生的,商业信用保险的发展历程已
经有200年,信用保险公司在企业融资、促进企业发展、保证流动资金以及降低企
业管理的风险等方面,对全球经济发展提供了强有力的保障。全球经济在
保持了2.9%的增速,由此可以看出在世界经济增长速度降低。随着全球经
济增速的降低,经济增长格局也在发生着变化,新兴经济与发达的经济体之间的
增长差距逐渐变小。世界经济的发展依旧存在缺乏动力的作用,通货紧缩的风险
增肌,国家贸易发展的风险和不稳定性也在增加,全球范围内的金融风险都在增
加。在世界范围内,金融市场受到了一定的威胁,带来了损失,这种对于经济的
危机也在增加,国际贸易的信用风险明显增加。短期出口信用保险就是专门针对
对外出口企业推出的,为国内企业开展国际贸易所承担的商业风险以及政治风险
所面临的损失提供保障。
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