摘要
近年来我国车险市场的集中度进一步提升,保费增速持续下滑,车险整体经营效益恶化,更加倚重中介渠道;而中小保险公司面临品牌知名度低,管理体系和制度不够健全,市场战略定位不清晰,服务网络不健全等突出问题。本文提出我国中小保险公司只有明确自身的市场战略定位,充分利用保险中介销售和服务渠道,完善基础管理制度和体系,培育优秀的企业文化,才能在竞争激烈的车险市场中拓展发展空间。
In recent years, the concentration of China’s car insurance market has been further enhanced, the growth rate of premiums continues to decline, the overall operating efficiency of car insurance deteriorates and relies more on intermediary channels. While small and medium-sized insurance companies face the problems such as low brand awareness, imperfect management system, unclear market strategic positioning, imperfect service network and etc. This paper suggests that only by clarifying their market strategy, making full use of insurance intermediary sales and service channels, perfecting the basic management system and system, and cultivating excellent corporate culture, can China’s small and medium-sized insurance companies expand their development space in the competitive car insurance market.
出处
《保险职业学院学报》
2020年第4期38-41,共4页
Journal of Insurance Professional College
关键词
汽车保险
品牌建设
专业化经营
发展策略
Car insurance
Brand building
Professional Management
Development strategy
作者简介
关宏伟(1980-),男,辽宁沈阳人,硕士,现就职于英大泰和财产保险股份有限公司,研究方向:保险营销。
