文档介绍：上海交通大学
硕士学位论文
商业健康保险营销渠道研究
姓名:胡桂琴
申请学位级别:硕士
专业:工商管理
指导教师:黄丞
20091115
商业健康保险营销渠道研究

摘要

本文借鉴国内外学者对商业健康保险营销策略的研究成果,结合
上海 A 保险公司保险营销渠道案例,提出营销渠道创新思路,对经营
商业健康保险企业营销渠道建设这一重要课题进行系统研究。
论文主要采用文献查阅法和案例分析法,以上海 A 保险公司营销
渠道建设方式为例,首先对商业健康保险及营销渠道策略等相关理论
进行综述,说明商业健康保险营销渠道含义和特点、设计原则和步骤、
及营销渠道方式,分别从国际和国内保险业营销渠道的不断发展进行
分析。通过对上海保险市场发展状况的评述,定义上海 A 保险公司的
市场环境,详细阐述公司的发展状况、公司主要产品介绍以及公司营
销渠道策略。客观地分析和评价公司各营销渠道现实存在问题。营销
渠道的选择和不断创新是保险公司发展壮大的动力源泉,因此,在上
海 A 保险公司营销渠道改进和策略建议中,本文提出采取整合营销渠
道模式,不断拓展公司营销渠道创新思路,在全民医保趋势下,积极
与社会保障部门合作,以及与医疗机构建立合作模式。最后,本文对
保险公司营销渠道的未来发展方向进行展望。
通过本文研究,希望对保险公司建立合理渠道具有启示作用。

关键词:商业健康保险,营销渠道,渠道创新,多元化营销渠道
RESEARCH ON THE MARKETING CHANNELS
MERCIAL HEALTH INSURANCE

ABSTRACT

Marketing channel is a very important issue for mercial
health pany. This thesis mainly focuses on the system
research about this issue. bines the research work from many
domestic/foreign scholars and the practical experience of the innovative
marketing channel in Shanghai A pany.
With the cases study method, this thesis uses an example of the
development and innovation of the marketing channel in Shanghai A
pany, to describe the principles mercial health
insurance and marketing channel strategies. This thesis also explains the
contents, characteristics, design rules and application steps of the
marketing channel for mercial health insurance.
This thesis analyses the current status of the international and
domestic insurance channels’ development. Through the analysis for the
status of shanghai insurance’s current market, it introduces in detail the
marketing channel strategy of pany and some possible problems
during the establishment of pany’s channel construction.
The right decision and continuous innovation of marketing channel is
very important for the development of the pany.
This thesis proposes an integrated marketing channel model for the
optimization of the marketing channel in Shanghai A pany.