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MBA毕业论文_财产保险苏州分公司经纪渠道管理的优化研究PDF

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随着我国经济快速发展,国民生活水平和教育水平显著提高,国内的保险发展环 境较以往有了很大改善。人们的风险意识变强,使得中国保险行业,特别是企财产险 的发展势头强劲。中国市场,无论从保险深度还是广度上来看,都具有极大的潜力。 由于企财类保险具有种类繁多、投保数据复杂、专业性较强等特征,大型客户往往选 择通过委托保险经纪公司在保险市场上为其挑选合适的保险公司进行询价和投保,因 此对于财产保险公司的非车险业务部门来说,保险经纪渠道已成为发展业务最重要的 渠道之一。对于本论文的研究对象Y财产保险苏州分公司来说,经纪渠道是其非车 险业务的主要创收来源,虽然业绩数字骄人,但背后却有着长期过度依赖经纪渠道的 隐患。如今随着业务规模不断扩大,市场竞争日益激烈,因渠道管理欠缺导致的问题 和矛盾也日益凸显。由于Y公司是国内三大保险公司之一,经纪渠道业务开展地较 早,其暴露的问题具有一定代表性,因此,针对Y公司的经纪渠道管理的优化研究, 不仅对有效解决该公司突出的渠道矛盾具有重要意义,也对促进其他保险公司与经纪 渠道的有效合作有一定的借鉴意义。 本论文的优化研究主要以Y财产保险公司苏州分公司为研究对象,解决在渠道 管理上的两个突出问题:第一,是如何优化资源配置,减少交叉现象,降低Y公司 的资源内耗;第二,是如何调整Y财产保险公司与经纪渠道的关系,解决因过度依 赖渠道导致的矛盾。本文根据Y公司的实际情况,借鉴引用了“渠道商客户”概念, 通过客户ABC分类法将渠道商客户进行差异化梳理和分类,并利用IDIC模型进行渠 道和销售团队的进一步优化配置,从而解决交叉及内耗的问题;再基于渠道权力依赖 理论分析Y公司与渠道合作关系的现状,制定相应调整措施,进而解决过度依赖问 题。由于本论文采用的理论均非保险行业专用的理论,也借此论文检测客户关系理论 和渠道管理理论在保险行业渠道管理中运用的可行性。 关键词:财产保险;经纪渠道管理;资源配置;渠道依赖;优化研究 III Abstract With the fast development of China’s economy, citizen’s living condition and education level have had great improvement. The environment for insurance industry is getting better and better. The risen of people’s risk consciousness contributes to the strong development of insurance industry, especially the property insurance. In the Chinese market, insurance industry has great potential to dig the extent and depth of the industry. On account of the various products, complicated figures and lots of expertise requirement, most clients especially those of big scale, prefer to ask insurance brokers for helping them to pick suitable insurance company for quotation. Therefore, as to non-car insurance department in property insurance company, insurance broker companies have been one of the most important channels to them. As to Y Company Suzhou branch, the study objective in this essay, broker channel is the main income of its non-car insurance turnover. Although the company has outstanding performance in property insurance filed, its heavy dependence on the broker channel has become a huge problem which cannot be overlooked anymore. As the business scale is becoming larger and larger as well as the market competition is becoming fiercer and fiercer, the problems caused by the poor channel management are rising to the surface. Y Company, as the top three companies at home, with the long history in cooperation with broker companies, the problems they encounter are very typical. The optimization study of broker channel management not only has profound meaning to solve the contradiction and problems the company has with the broker channels, but also provides suggestions to other insurance company in collaborating with their channels. In this paper, the optimization study aims to solve two channel management problems. One is to optimize the allocation of inner resource so as to reduce the resource waste of the company; the other one is to balance the relationships between Y Property Company and its broker channels to get rid of the negative results caused by the heavy dependence on channels. To solve these problems, this paper adopted one new concept “ Channel Client” which is suitable for companies like Y who seldom attaches the final consumers but regard their channels as important as consumers instead. I will take advantage of Activity Based IV Classification, one of the theories in CRM, to clarify and differ various channels and meanwhile make use of IDIC model to do the further allocation between the sales teams and broker channels so as to solve the waste of inner resource problem. Besides, this thesis is based on the Power Dependence Theory, to analyze the current relations between the insurer and brokers, making adjustment strategy to solve the problem. Since neither of the theories taken in this thesis is applied originally in the insurance industry, this thesis also helps to check whether CRM theories and channel management theory can be practically used in the insurance channel management. Keywords:Property Insurance; Broker Channel Management; Resource Allocation; Channel Dependence; Optimization Study 目录 致谢............ I 摘要........... II Abstract .... III 第1章 绪论............................. 1 1.1 选题背景与研究意义.. 1 1.1.1 选题背景 ............... 1 1.1.2 研究目的 ............... 2 1.1.3 研究意义 ............... 3 1.2 相关理论概述.............. 4 1.2.1 客户ABC分类理论 ............................ 4 1.2.2 IDIC模型理论 ....... 5 1.2.3 渠道权力-依赖理论............................. 6 1.3 国内外研究现状.......... 7 1.3.1 国外关于渠道管理的研究现状 .......... 7 1.3.2 国内关于渠道管理的研究现状 .......... 8 1.3.3 国内外研究现状的评述 .................... 10 1.4 研究内容和基本框架 10 1.4.1 研究内容 ............. 10 1.4.2 论文的基本框架 . 12 1.5 研究方法与创新点.... 12 1.5.1 研究方法 ............. 12 1.5.2 创新点 ................. 13 第2章 Y财产保险苏州分公司经营环境分析 .. 14 2.1 Y财产保险公司苏州分公司概况 ............ 14 2.1.1 公司简介 ............. 14 2.1.2 公司组织架构 ..... 14 2.1.3公司主营业务 ...... 15 2.1.4 公司的销售渠道 . 15 2.1.5 公司经营业绩 ..... 16 2.2 Y产险苏州分公司的外部环境因素分析——PEST分析模型 ........................... 17 2.2.1 政治环境因素 ..... 17 2.2.2 经济环境因素 ..... 18 2.2.3 社会环境因素 ..... 19 2.2.4 科技环境因素 ..... 20 2.2.5 PEST分析结论.... 20 第3章 Y产险苏州分公司经纪渠道管理现状分析 ......................... 21 3.1 Y产险苏州分公司的经纪渠道管理现状 21 3.1.1 市场现有的经纪公司 ........................ 21 3.1.2 Y公司主要合作的经纪渠道 ............. 22 3.1.3 Y公司与经纪渠道的合作流程 ......... 24 3.1.4 Y公司目前的经纪渠道维护方法 ..... 24 3.2 Y产险苏州分公司经纪渠道管理现状的调查与分析 ........... 26 3.2.1 问卷调查的编制 . 26 3.2.2 问卷的发放和回收 ............................ 26 3.2.3 问卷信效度分析 . 28 3.2.4 问卷调查结果分析 ............................ 30 3.3 Y产险苏州分公司经纪渠道管理的问题 36 3.3.1 渠道交叉现象严重 ............................ 36 3.3.2 过度依赖渠道 ..... 37 3.4 Y产险苏州分公司渠道管理问题的原因 39 3.4.1 缺乏对渠道交叉管理的重视 ............ 39 3.4.2 渠道配置不合理 . 40 3.4.3 渠道权力-依赖关系不平衡............... 40 第4章 Y产险苏州分公司经纪渠道的优化方案设计 ..................... 42 4.1 Y产险苏州分公司非车险经纪渠道管理优化的目标和原则 .............................. 42 4.1.1 Y产险苏州分公司非车险经纪渠道管理优化目标 ........ 42 4.1.2 Y产险苏州分公司非车险经纪渠道管理优化的原则 .... 42 4.2 优化方案的设计原理及具体内容........... 43 4.2.1 渠道分类管理的优化——客户关系理论的导入 ........... 43 4.2.2 经纪业务团队的优化——基于IDIC模型 ..................... 45 4.2.3 渠道关系的优化——基于渠道权力-依赖理论.............. 48 第5章 Y产险苏州分公司经纪渠道管理优化方案的实施 ............. 50 5.1 优化方案的实施........ 50 5.1.1 实施优化方案的步骤 ........................ 50 5.1.2 实施优化方案的重难点 .................... 52 5.1.3 实施优化方案的预估效果 ................ 53 5.2 方案实施的保障........ 53 5.2.1 制度保障 ............. 53 5.2.2 人才保障 ............. 54 5.2.3 技术保障 ............. 55 第6章 结论........................... 57 6.1 研究结论.................... 57 6.2 研究展望.................... 57