首页 > 资料专栏 > 保险 > 保险产品 > 财险 > MBA硕士论文_SC财险公司车商渠道业务发展策略研究DOC

MBA硕士论文_SC财险公司车商渠道业务发展策略研究DOC

百汇家品
V 实名认证
内容提供者
资料大小:4539KB(压缩后)
文档格式:DOC
资料语言:中文版/英文版/日文版
解压密码:m448
更新时间:2019/1/15(发布于广东)

类型:金牌资料
积分:--
推荐:升级会员

   点此下载 ==>> 点击下载文档


文本描述
摘要
I
摘要
车商渠道是通过汽车制造商、销售商、修理商及其成立的专/兼业代理机构代理
销售保险产品的营销渠道。车商渠道是财险公司车险业务发展的重要渠道之一,车商
渠道业务品质优、规模大,对于车险优质业务发展起着重要推动作用,是各家财险公
司纷纷争抢的市场蛋糕。在市场竞争日益激烈的形势下,车商凭借新车保源的控制,
向财险公司索要高额手续费用和送修资源,财险公司在与车商博弈的合作关系中,逐
渐陷于被动地位,行业利润严重外流

本文基于以往学者关于车商渠道的相关理论及研究,以较为典型的一家市场主体
——SC财险公司为例,分析车商渠道业务发展的现状与难题。从宏观、中观、微观
三个层次分析该公司车商渠道发展环境,并借助波特“五力模型”和“SWOT分析法”,
剖析车商渠道业务发展的优、劣势,从夯实基础管理、实现上下联动和整合资源等方
面,探讨财险公司在与车商业务合作关系中如何取得相对优势,进而从企业层、当地
业务层、具体职能层三个层面,自上而下梳理发展策略,为该类市场地位的财险公司
在车商渠道市场竞争中取得发展优势提供策略建议

车商渠道业务合作通常是多对多合作,多家财险公司和多家车商进行业务合作,
其中的利益关系复杂,财险公司之间是竞争关系,财险公司与车商之间是博弈关系

车商通过财险公司的无序竞争最大限度的获取利益,而财险公司通过车商获得新车保
险资源。在车险产品同质化竞争中,财险公司很难通过某一发展策略实现合作地位的
转变,很难在同业竞争中脱颖而出。基于此,本文围绕 SC 财险公司的实际情况,把
维系车商关系上升到客户服务的高度,运用细分原理,清分合作伙伴,通过激励评估、
品质管控、资源整合、提升服务等方面提出策略建议,尽可能地弥补发展短板,实现
相对核心的竞争优势,为相关领域的工作提供参考与借鉴

关键词:车险;财险公司;车商渠道;发展策略;合作关系;竞争山东理工大学硕士学位论文 ABSTRACT
II
ABSTRACT
Car-dealer channel is a marketing channel which sales insurance products by car
manufacturers, distributors, repairers and their agencies. It&39;s one of the important channels
of vehicle insurance sales, and it plays an important role in promoting high quality vehicle
insurance business, because of its high quality and large quantity. As a result, it becomes a
market cake that insurance companies are scrambling for. In an increasingly competitive
market situation, car-dealers ask for high cost and maintenance resources from insurance
companies, through the control of new vehicle insurance business. Property insurance
companies gradually fall into a passive position in the gambling partnership, leading to a
serious outflow of insurance industry profits.
Based on theories and researches of previous scholars, this paper will analyze the
current situations and problems of development of car-dealer channel, which takes a
typical market entity- SC Property Insurance Company as an example. The development
environments of the company will be analyzed from the macro, medium and micro levels.
Meanwhile, the advantages and disadvantages of the company will be dissected by means
of the Porter&39;s five forces and SWOT analysis. It will be discussed how to achieve
comparative advantages in relation to car-dealers from the aspects such as strengthening of
basic management, linkages from the upper and lower, and resources integration. Thus,
strategy suggestions for the companies in similar market position will be top-down
groomed from the enterprise level, local business lever, and specific functional level.
The channel business cooperation is a many-to-many relationship, and the benefit
relationships are complex. It&39;s a competitive relationship between different insurance
companies whereas it is a game relationship between car-dealers and insurance companies.
Car-dealers maximize the gain through disordered competitions of insurance industry,
while insurance companies obtain new vehicle insurance resources from car-dealers. In the
homogeneity competition of vehicle insurance, through one strategy, it&39;s very difficult for
insurance companies to transform the status of cooperation and stand out from competition.
Thus, around SC company&39;s actual situations, strategy suggestions will be given to provide
reference in related field, such as incentive assessment, quality control, resource
integration, and service promotion, by elevating maintenance of relationships to a customer
service height, classifying cooperative partners through principle of sub-division, covering山东理工大学硕士学位论文 ABSTRACT
III
the shortages as much as possible to realize the relative core competitive advantages.
Key words: Vehicle insurance; Property insurance companies; Car-dealer channel;
Development strategy; Partnership; Competition山东理工大学硕士学位论文 目录
IV
目 录
摘要........ I
ABSTRACT..II
目 录......IV
第一章 绪 论....1
1.1 研究背景及意义.....1
1.1.1 研究背景......1
1.1.2 研究意义......3
1.2 主要内容及研究难点.........3
1.2.1 研究内容......3
1.2.2 研究难点......4
1.3 研究思路和方法.....4
1.4 相关研究综述...
。。。以上简介无排版格式,详细内容请下载查看