2014年頒布的(de)《互(hu)聯(lian)網保險(xian)(xian)行業發(fa)展報告》指出:互(hu)聯(lian)網時代(dai)的(de)到來(lai)(lai)，對我國(guo)保險(xian)(xian)行業帶來(lai)(lai)了(le)非常深遠的(de)影響，立足于保險(xian)(xian)主(zhu)體、保險(xian)(xian)客體以及保險(xian)(xian)繳費情況來(lai)(lai)分析(xi)，當前我國(guo)互(hu)聯(lian)網保險(xian)(xian)業已(yi)經步入了(le)高速(su)發(fa)展階段。因此(ci)，如何充分利用互(hu)聯(lian)網，進(jin)一步擴展保險(xian)(xian)營銷渠道，這已(yi)經是保險(xian)(xian)公司亟待解決的(de)重點問題。

一、分析互聯網對(dui)我國保險營銷渠道影響

(一)促(cu)(cu)(cu)使(shi)(shi)交(jiao)易(yi)進(jin)(jin)(jin)程(cheng)的(de)(de)(de)(de)(de)(de)加快(kuai)。將互(hu)(hu)聯網(wang)應用(yong)在(zai)保(bao)(bao)(bao)(bao)(bao)險(xian)(xian)(xian)(xian)營(ying)(ying)銷(xiao)渠道中，能有(you)效(xiao)(xiao)促(cu)(cu)(cu)使(shi)(shi)海(hai)量的(de)(de)(de)(de)(de)(de)信(xin)息(xi)傳(chuan)遞以(yi)(yi)(yi)及(ji)整理變得更加便捷，進(jin)(jin)(jin)一步(bu)加快(kuai)保(bao)(bao)(bao)(bao)(bao)險(xian)(xian)(xian)(xian)公(gong)(gong)(gong)(gong)司(si)(si)(si)的(de)(de)(de)(de)(de)(de)交(jiao)易(yi)進(jin)(jin)(jin)程(cheng)。互(hu)(hu)聯網(wang)背景的(de)(de)(de)(de)(de)(de)金融模式，同過(guo)去的(de)(de)(de)(de)(de)(de)信(xin)息(xi)處理方式相(xiang)比(bi)較，可(ke)讓(rang)(rang)保(bao)(bao)(bao)(bao)(bao)險(xian)(xian)(xian)(xian)公(gong)(gong)(gong)(gong)司(si)(si)(si)通(tong)過(guo)遠(yuan)程(cheng)服(fu)務以(yi)(yi)(yi)及(ji)在(zai)線服(fu)務，有(you)利(li)于(yu)交(jiao)易(yi)員(yuan)和(he)(he)投保(bao)(bao)(bao)(bao)(bao)人快(kuai)速地(di)在(zai)網(wang)絡(luo)(luo)(luo)上完成(cheng)保(bao)(bao)(bao)(bao)(bao)險(xian)(xian)(xian)(xian)信(xin)息(xi)的(de)(de)(de)(de)(de)(de)查詢(xun)，與此同時(shi)，還(huan)能促(cu)(cu)(cu)使(shi)(shi)其在(zai)網(wang)絡(luo)(luo)(luo)上直接完成(cheng)交(jiao)易(yi)［1］。(二)運行(xing)效(xiao)(xiao)率(lv)的(de)(de)(de)(de)(de)(de)提(ti)(ti)升(sheng)。互(hu)(hu)聯網(wang)的(de)(de)(de)(de)(de)(de)服(fu)務可(ke)以(yi)(yi)(yi)更好(hao)地(di)讓(rang)(rang)保(bao)(bao)(bao)(bao)(bao)險(xian)(xian)(xian)(xian)營(ying)(ying)銷(xiao)渠道在(zai)第一時(shi)間了解客戶(hu)的(de)(de)(de)(de)(de)(de)需求，與此同時(shi)，還(huan)可(ke)以(yi)(yi)(yi)通(tong)過(guo)各種數據抓準保(bao)(bao)(bao)(bao)(bao)銷(xiao)營(ying)(ying)銷(xiao)的(de)(de)(de)(de)(de)(de)群體。除此之(zhi)外(wai)，互(hu)(hu)聯網(wang)有(you)效(xiao)(xiao)運用(yong)，還(huan)可(ke)以(yi)(yi)(yi)及(ji)時(shi)地(di)接收到客戶(hu)的(de)(de)(de)(de)(de)(de)建議，以(yi)(yi)(yi)便更好(hao)地(di)促(cu)(cu)(cu)使(shi)(shi)保(bao)(bao)(bao)(bao)(bao)險(xian)(xian)(xian)(xian)公(gong)(gong)(gong)(gong)司(si)(si)(si)積極(ji)改善(shan)和(he)(he)革(ge)新自身的(de)(de)(de)(de)(de)(de)服(fu)務，最大(da)程(cheng)度(du)提(ti)(ti)升(sheng)保(bao)(bao)(bao)(bao)(bao)險(xian)(xian)(xian)(xian)公(gong)(gong)(gong)(gong)司(si)(si)(si)運行(xing)效(xiao)(xiao)率(lv)，同時(shi)也(ye)有(you)利(li)于(yu)保(bao)(bao)(bao)(bao)(bao)險(xian)(xian)(xian)(xian)公(gong)(gong)(gong)(gong)司(si)(si)(si)的(de)(de)(de)(de)(de)(de)可(ke)持續發(fa)展。(三)促(cu)(cu)(cu)使(shi)(shi)保(bao)(bao)(bao)(bao)(bao)險(xian)(xian)(xian)(xian)信(xin)息(xi)透(tou)明(ming)化。互(hu)(hu)聯網(wang)的(de)(de)(de)(de)(de)(de)應用(yong)，可(ke)以(yi)(yi)(yi)讓(rang)(rang)交(jiao)易(yi)員(yuan)以(yi)(yi)(yi)及(ji)投保(bao)(bao)(bao)(bao)(bao)人更好(hao)地(di)審核監督(du)和(he)(he)公(gong)(gong)(gong)(gong)布在(zai)網(wang)絡(luo)(luo)(luo)上的(de)(de)(de)(de)(de)(de)保(bao)(bao)(bao)(bao)(bao)險(xian)(xian)(xian)(xian)信(xin)息(xi)。與此同時(shi)，消費者也(ye)可(ke)以(yi)(yi)(yi)有(you)效(xiao)(xiao)地(di)通(tong)過(guo)網(wang)絡(luo)(luo)(luo)對比(bi)各個(ge)保(bao)(bao)(bao)(bao)(bao)險(xian)(xian)(xian)(xian)公(gong)(gong)(gong)(gong)司(si)(si)(si)的(de)(de)(de)(de)(de)(de)產品(pin)的(de)(de)(de)(de)(de)(de)優勢和(he)(he)劣勢，合(he)理選擇適合(he)自身情況(kuang)的(de)(de)(de)(de)(de)(de)保(bao)(bao)(bao)(bao)(bao)險(xian)(xian)(xian)(xian)產品(pin)，促(cu)(cu)(cu)使(shi)(shi)保(bao)(bao)(bao)(bao)(bao)險(xian)(xian)(xian)(xian)信(xin)息(xi)的(de)(de)(de)(de)(de)(de)透(tou)明(ming)度(du)的(de)(de)(de)(de)(de)(de)提(ti)(ti)升(sheng)，另外(wai)還(huan)有(you)利(li)于(yu)擴(kuo)展保(bao)(bao)(bao)(bao)(bao)險(xian)(xian)(xian)(xian)公(gong)(gong)(gong)(gong)司(si)(si)(si)的(de)(de)(de)(de)(de)(de)影響渠道［2］。

二、互聯網(wang)背(bei)景(jing)下保險營銷存在的主要(yao)問題

(一(yi))滯(zhi)后(hou)(hou)(hou)的(de)(de)(de)(de)(de)保(bao)(bao)(bao)險(xian)(xian)(xian)(xian)(xian)(xian)(xian)(xian)營(ying)(ying)銷(xiao)(xiao)(xiao)(xiao)觀(guan)(guan)(guan)念(nian)(nian)。隨著(zhu)(zhu)社會不斷發(fa)(fa)(fa)展(zhan)(zhan)，社會大(da)(da)眾(zhong)的(de)(de)(de)(de)(de)思想觀(guan)(guan)(guan)念(nian)(nian)也在(zai)(zai)日益(yi)(yi)進(jin)(jin)(jin)步(bu)。但是(shi)(shi)互(hu)聯網(wang)背(bei)景(jing)(jing)下的(de)(de)(de)(de)(de)保(bao)(bao)(bao)險(xian)(xian)(xian)(xian)(xian)(xian)(xian)(xian)營(ying)(ying)銷(xiao)(xiao)(xiao)(xiao)觀(guan)(guan)(guan)念(nian)(nian)并(bing)(bing)沒有(you)發(fa)(fa)(fa)生改變，無(wu)法(fa)有(you)效(xiao)地(di)跟上(shang)(shang)(shang)社會日益(yi)(yi)發(fa)(fa)(fa)展(zhan)(zhan)的(de)(de)(de)(de)(de)步(bu)伐，依舊是(shi)(shi)傳(chuan)(chuan)統的(de)(de)(de)(de)(de)營(ying)(ying)銷(xiao)(xiao)(xiao)(xiao)手段(duan)(duan)及營(ying)(ying)銷(xiao)(xiao)(xiao)(xiao)理(li)念(nian)(nian)。在(zai)(zai)新的(de)(de)(de)(de)(de)經濟形(xing)(xing)勢背(bei)景(jing)(jing)下，社會大(da)(da)眾(zhong)的(de)(de)(de)(de)(de)理(li)念(nian)(nian)觀(guan)(guan)(guan)念(nian)(nian)越(yue)來越(yue)先進(jin)(jin)(jin)，這(zhe)樣(yang)一(yi)來，傳(chuan)(chuan)統的(de)(de)(de)(de)(de)保(bao)(bao)(bao)險(xian)(xian)(xian)(xian)(xian)(xian)(xian)(xian)營(ying)(ying)銷(xiao)(xiao)(xiao)(xiao)理(li)念(nian)(nian)以(yi)(yi)(yi)及市場銷(xiao)(xiao)(xiao)(xiao)售(shou)模(mo)式無(wu)法(fa)滿(man)足(zu)社會的(de)(de)(de)(de)(de)快(kuai)速(su)發(fa)(fa)(fa)展(zhan)(zhan)，同(tong)時(shi)也在(zai)(zai)一(yi)定程度上(shang)(shang)(shang)阻礙了(le)我國(guo)保(bao)(bao)(bao)險(xian)(xian)(xian)(xian)(xian)(xian)(xian)(xian)營(ying)(ying)銷(xiao)(xiao)(xiao)(xiao)工作(zuo)的(de)(de)(de)(de)(de)順利(li)開展(zhan)(zhan)［3］。(二)缺(que)乏(fa)創新力的(de)(de)(de)(de)(de)保(bao)(bao)(bao)險(xian)(xian)(xian)(xian)(xian)(xian)(xian)(xian)營(ying)(ying)銷(xiao)(xiao)(xiao)(xiao)。近(jin)年來，隨著(zhu)(zhu)互(hu)聯網(wang)金(jin)融的(de)(de)(de)(de)(de)日益(yi)(yi)發(fa)(fa)(fa)展(zhan)(zhan)，保(bao)(bao)(bao)險(xian)(xian)(xian)(xian)(xian)(xian)(xian)(xian)市場競爭(zheng)日趨激勵化。眾(zhong)所周知，在(zai)(zai)我國(guo)市場經濟當中(zhong)，保(bao)(bao)(bao)險(xian)(xian)(xian)(xian)(xian)(xian)(xian)(xian)行(xing)業有(you)著(zhu)(zhu)至關重要(yao)的(de)(de)(de)(de)(de)地(di)位，但由(you)于受(shou)多(duo)(duo)種(zhong)客(ke)觀(guan)(guan)(guan)因素的(de)(de)(de)(de)(de)影(ying)響(xiang)，導(dao)致營(ying)(ying)銷(xiao)(xiao)(xiao)(xiao)策略較(jiao)(jiao)為(wei)(wei)落后(hou)(hou)(hou)且閉(bi)塞(sai)，無(wu)法(fa)行(xing)之(zhi)有(you)效(xiao)地(di)適應自(zi)身的(de)(de)(de)(de)(de)發(fa)(fa)(fa)展(zhan)(zhan)需(xu)(xu)(xu)求(qiu)。在(zai)(zai)過(guo)去的(de)(de)(de)(de)(de)保(bao)(bao)(bao)險(xian)(xian)(xian)(xian)(xian)(xian)(xian)(xian)營(ying)(ying)銷(xiao)(xiao)(xiao)(xiao)過(guo)程之(zhi)中(zhong)，通常情況都是(shi)(shi)照抄照搬營(ying)(ying)銷(xiao)(xiao)(xiao)(xiao)策略，并(bing)(bing)沒有(you)從自(zi)身的(de)(de)(de)(de)(de)實際(ji)情況出(chu)發(fa)(fa)(fa)，科學合理(li)制(zhi)(zhi)定保(bao)(bao)(bao)險(xian)(xian)(xian)(xian)(xian)(xian)(xian)(xian)營(ying)(ying)銷(xiao)(xiao)(xiao)(xiao)策略。(三)缺(que)乏(fa)健全的(de)(de)(de)(de)(de)服(fu)(fu)(fu)務(wu)(wu)體(ti)系(xi)。容易銷(xiao)(xiao)(xiao)(xiao)售(shou)且附加值(zhi)較(jiao)(jiao)低(di)的(de)(de)(de)(de)(de)產(chan)品(pin)，是(shi)(shi)現(xian)階段(duan)(duan)保(bao)(bao)(bao)險(xian)(xian)(xian)(xian)(xian)(xian)(xian)(xian)公(gong)司(si)的(de)(de)(de)(de)(de)主要(yao)產(chan)品(pin)形(xing)(xing)式，但這(zhe)些產(chan)品(pin)已經無(wu)法(fa)滿(man)足(zu)廣大(da)(da)消(xiao)(xiao)(xiao)費(fei)者(zhe)(zhe)(zhe)對保(bao)(bao)(bao)險(xian)(xian)(xian)(xian)(xian)(xian)(xian)(xian)業務(wu)(wu)多(duo)(duo)元(yuan)化以(yi)(yi)(yi)及多(duo)(duo)樣(yang)化的(de)(de)(de)(de)(de)需(xu)(xu)(xu)求(qiu)。眾(zhong)所周知，附加值(zhi)是(shi)(shi)保(bao)(bao)(bao)險(xian)(xian)(xian)(xian)(xian)(xian)(xian)(xian)公(gong)司(si)服(fu)(fu)(fu)務(wu)(wu)水平(ping)高低(di)的(de)(de)(de)(de)(de)非常重要(yao)的(de)(de)(de)(de)(de)一(yi)個衡量標準，但現(xian)階段(duan)(duan)保(bao)(bao)(bao)險(xian)(xian)(xian)(xian)(xian)(xian)(xian)(xian)產(chan)品(pin)的(de)(de)(de)(de)(de)附加值(zhi)根本無(wu)法(fa)實現(xian)。因此，我們必(bi)(bi)須要(yao)充(chong)分(fen)發(fa)(fa)(fa)揮(hui)出(chu)保(bao)(bao)(bao)險(xian)(xian)(xian)(xian)(xian)(xian)(xian)(xian)產(chan)品(pin)的(de)(de)(de)(de)(de)附加值(zhi)作(zuo)用，只有(you)這(zhe)樣(yang)，才能(neng)有(you)效(xiao)滿(man)足(zu)廣大(da)(da)消(xiao)(xiao)(xiao)費(fei)者(zhe)(zhe)(zhe)的(de)(de)(de)(de)(de)多(duo)(duo)元(yuan)化需(xu)(xu)(xu)求(qiu)，因為(wei)(wei)滯(zhi)后(hou)(hou)(hou)的(de)(de)(de)(de)(de)營(ying)(ying)銷(xiao)(xiao)(xiao)(xiao)模(mo)式等(deng)(deng)因素，導(dao)致保(bao)(bao)(bao)險(xian)(xian)(xian)(xian)(xian)(xian)(xian)(xian)營(ying)(ying)銷(xiao)(xiao)(xiao)(xiao)服(fu)(fu)(fu)務(wu)(wu)標準大(da)(da)打折(zhe)扣。研究發(fa)(fa)(fa)現(xian)，絕大(da)(da)多(duo)(duo)數消(xiao)(xiao)(xiao)費(fei)者(zhe)(zhe)(zhe)都是(shi)(shi)在(zai)(zai)網(wang)上(shang)(shang)(shang)進(jin)(jin)(jin)行(xing)投保(bao)(bao)(bao)，表面(mian)上(shang)(shang)(shang)方便了(le)廣大(da)(da)消(xiao)(xiao)(xiao)費(fei)者(zhe)(zhe)(zhe)，但實際(ji)理(li)賠卻無(wu)法(fa)在(zai)(zai)網(wang)絡(luo)上(shang)(shang)(shang)實現(xian)，往往還是(shi)(shi)需(xu)(xu)(xu)要(yao)消(xiao)(xiao)(xiao)費(fei)者(zhe)(zhe)(zhe)親自(zi)到(dao)保(bao)(bao)(bao)險(xian)(xian)(xian)(xian)(xian)(xian)(xian)(xian)公(gong)司(si)才能(neng)解決理(li)賠問(wen)題，不完善的(de)(de)(de)(de)(de)服(fu)(fu)(fu)務(wu)(wu)體(ti)系(xi)，導(dao)致廣大(da)(da)消(xiao)(xiao)(xiao)費(fei)者(zhe)(zhe)(zhe)根本無(wu)法(fa)享(xiang)受(shou)到(dao)保(bao)(bao)(bao)險(xian)(xian)(xian)(xian)(xian)(xian)(xian)(xian)公(gong)司(si)標準化的(de)(de)(de)(de)(de)專(zhuan)業服(fu)(fu)(fu)務(wu)(wu)［4］。(四(si))缺(que)乏(fa)風(feng)(feng)險(xian)(xian)(xian)(xian)(xian)(xian)(xian)(xian)控(kong)(kong)制(zhi)(zhi)。由(you)于保(bao)(bao)(bao)險(xian)(xian)(xian)(xian)(xian)(xian)(xian)(xian)公(gong)司(si)在(zai)(zai)理(li)財消(xiao)(xiao)(xiao)費(fei)品(pin)管(guan)理(li)方面(mian)的(de)(de)(de)(de)(de)漏(lou)洞以(yi)(yi)(yi)及保(bao)(bao)(bao)險(xian)(xian)(xian)(xian)(xian)(xian)(xian)(xian)產(chan)品(pin)自(zi)身存(cun)在(zai)(zai)的(de)(de)(de)(de)(de)風(feng)(feng)險(xian)(xian)(xian)(xian)(xian)(xian)(xian)(xian)性，導(dao)致保(bao)(bao)(bao)險(xian)(xian)(xian)(xian)(xian)(xian)(xian)(xian)公(gong)司(si)風(feng)(feng)險(xian)(xian)(xian)(xian)(xian)(xian)(xian)(xian)控(kong)(kong)制(zhi)(zhi)不足(zu)。保(bao)(bao)(bao)險(xian)(xian)(xian)(xian)(xian)(xian)(xian)(xian)產(chan)品(pin)自(zi)身存(cun)在(zai)(zai)的(de)(de)(de)(de)(de)風(feng)(feng)險(xian)(xian)(xian)(xian)(xian)(xian)(xian)(xian)性主要(yao)是(shi)(shi)由(you)于不達(da)標的(de)(de)(de)(de)(de)風(feng)(feng)險(xian)(xian)(xian)(xian)(xian)(xian)(xian)(xian)控(kong)(kong)制(zhi)(zhi)技術水平(ping)以(yi)(yi)(yi)及不科學的(de)(de)(de)(de)(de)風(feng)(feng)險(xian)(xian)(xian)(xian)(xian)(xian)(xian)(xian)預算(suan)導(dao)致，保(bao)(bao)(bao)險(xian)(xian)(xian)(xian)(xian)(xian)(xian)(xian)公(gong)司(si)所推出(chu)的(de)(de)(de)(de)(de)保(bao)(bao)(bao)險(xian)(xian)(xian)(xian)(xian)(xian)(xian)(xian)產(chan)品(pin)并(bing)(bing)沒有(you)充(chong)分(fen)考慮到(dao)互(hu)聯網(wang)客(ke)戶的(de)(de)(de)(de)(de)消(xiao)(xiao)(xiao)費(fei)習慣(guan)。這(zhe)樣(yang)一(yi)來，產(chan)品(pin)必(bi)(bi)定會存(cun)在(zai)(zai)較(jiao)(jiao)大(da)(da)的(de)(de)(de)(de)(de)風(feng)(feng)險(xian)(xian)(xian)(xian)(xian)(xian)(xian)(xian)性，與此同(tong)時(shi)，又(you)因為(wei)(wei)營(ying)(ying)銷(xiao)(xiao)(xiao)(xiao)管(guan)理(li)人員缺(que)乏(fa)經驗，導(dao)致在(zai)(zai)管(guan)理(li)方面(mian)趨向(xiang)于保(bao)(bao)(bao)險(xian)(xian)(xian)(xian)(xian)(xian)(xian)(xian)公(gong)司(si)，無(wu)形(xing)(xing)之(zhi)中(zhong)就給(gei)消(xiao)(xiao)(xiao)費(fei)者(zhe)(zhe)(zhe)帶來了(le)諸(zhu)多(duo)(duo)的(de)(de)(de)(de)(de)風(feng)(feng)險(xian)(xian)(xian)(xian)(xian)(xian)(xian)(xian)，導(dao)致無(wu)法(fa)控(kong)(kong)制(zhi)(zhi)風(feng)(feng)險(xian)(xian)(xian)(xian)(xian)(xian)(xian)(xian)，從客(ke)觀(guan)(guan)(guan)上(shang)(shang)(shang)來分(fen)析(xi)，保(bao)(bao)(bao)險(xian)(xian)(xian)(xian)(xian)(xian)(xian)(xian)既(ji)是(shi)(shi)一(yi)種(zhong)服(fu)(fu)(fu)務(wu)(wu)也是(shi)(shi)一(yi)種(zhong)商品(pin)，同(tong)時(shi)保(bao)(bao)(bao)險(xian)(xian)(xian)(xian)(xian)(xian)(xian)(xian)還為(wei)(wei)廣87大(da)(da)消(xiao)(xiao)(xiao)費(fei)者(zhe)(zhe)(zhe)傳(chuan)(chuan)遞了(le)保(bao)(bao)(bao)險(xian)(xian)(xian)(xian)(xian)(xian)(xian)(xian)公(gong)司(si)的(de)(de)(de)(de)(de)價值(zhi)觀(guan)(guan)(guan)念(nian)(nian)以(yi)(yi)(yi)及企(qi)業文化等(deng)(deng)，通過(guo)移(yi)(yi)動終端，如智能(neng)手機等(deng)(deng)傳(chuan)(chuan)播，可有(you)效(xiao)地(di)將保(bao)(bao)(bao)險(xian)(xian)(xian)(xian)(xian)(xian)(xian)(xian)公(gong)司(si)的(de)(de)(de)(de)(de)產(chan)品(pin)特性、公(gong)司(si)理(li)念(nian)(nian)以(yi)(yi)(yi)及企(qi)業形(xing)(xing)象等(deng)(deng)傳(chuan)(chuan)遞給(gei)消(xiao)(xiao)(xiao)費(fei)者(zhe)(zhe)(zhe)，進(jin)(jin)(jin)而對消(xiao)(xiao)(xiao)費(fei)產(chan)生潛移(yi)(yi)默化的(de)(de)(de)(de)(de)影(ying)響(xiang)。

三、互聯(lian)網背景(jing)下(xia)保險網絡營銷發展(zhan)的措施

一、當前(qian)我國保險營(ying)銷(xiao)渠道運營(ying)模式(shi)類型及現狀

(一)我國保(bao)險營銷渠道(dao)運(yun)營模式類型

從(cong)(cong)目前(qian)來看(kan)，我(wo)國保(bao)(bao)險(xian)(xian)公司(si)大都采(cai)用以(yi)下三(san)(san)種(zhong)主(zhu)要(yao)營銷(xiao)渠道(dao)(dao)(dao)(dao)(dao)(dao)運營模式(shi)：一是(shi)直銷(xiao)型(xing)(xing)，即(ji)(ji)通(tong)過公司(si)在(zai)編外勤(qin)人(ren)(ren)(ren)員開(kai)(kai)(kai)(kai)展業(ye)(ye)(ye)(ye)務(wu)(wu)(wu)，主(zhu)要(yao)銷(xiao)售(shou)團(tuan)體保(bao)(bao)險(xian)(xian)和(he)大項目保(bao)(bao)險(xian)(xian)，銷(xiao)售(shou)人(ren)(ren)(ren)員在(zai)享(xiang)有底薪(xin)和(he)福利(li)之外根據銷(xiao)售(shou)業(ye)(ye)(ye)(ye)績提取手(shou)續(xu)費(fei)，從(cong)(cong)總體上看(kan)，該(gai)類(lei)渠道(dao)(dao)(dao)(dao)(dao)(dao)業(ye)(ye)(ye)(ye)務(wu)(wu)(wu)大致(zhi)占(zhan)總業(ye)(ye)(ye)(ye)務(wu)(wu)(wu)的(de)(de)20%以(yi)上；二(er)是(shi)銀(yin)郵(you)(you)兼代(dai)型(xing)(xing)，即(ji)(ji)通(tong)過與(yu)銀(yin)行(xing)郵(you)(you)政等(deng)(deng)行(xing)業(ye)(ye)(ye)(ye)部(bu)門簽定(ding)兼業(ye)(ye)(ye)(ye)協(xie)議，通(tong)過兼業(ye)(ye)(ye)(ye)網點開(kai)(kai)(kai)(kai)展保(bao)(bao)險(xian)(xian)業(ye)(ye)(ye)(ye)務(wu)(wu)(wu)，主(zhu)要(yao)銷(xiao)售(shou)個人(ren)(ren)(ren)分(fen)紅型(xing)(xing)保(bao)(bao)險(xian)(xian)產(chan)品(pin)(過去幾年以(yi)5年躉繳(jiao)業(ye)(ye)(ye)(ye)務(wu)(wu)(wu)為主(zhu)，現(xian)開(kai)(kai)(kai)(kai)始重(zhong)視(shi)長期個人(ren)(ren)(ren)業(ye)(ye)(ye)(ye)務(wu)(wu)(wu)和(he)風險(xian)(xian)保(bao)(bao)障(zhang)類(lei)產(chan)品(pin)的(de)(de)銷(xiao)售(shou))，銀(yin)郵(you)(you)兼業(ye)(ye)(ye)(ye)根據業(ye)(ye)(ye)(ye)務(wu)(wu)(wu)量提取手(shou)續(xu)費(fei)，該(gai)類(lei)渠道(dao)(dao)(dao)(dao)(dao)(dao)業(ye)(ye)(ye)(ye)務(wu)(wu)(wu)大致(zhi)占(zhan)總業(ye)(ye)(ye)(ye)務(wu)(wu)(wu)的(de)(de)25%左(zuo)右；三(san)(san)是(shi)個人(ren)(ren)(ren)營銷(xiao)型(xing)(xing)，即(ji)(ji)通(tong)過保(bao)(bao)險(xian)(xian)個人(ren)(ren)(ren)人(ren)(ren)(ren)針對分(fen)散型(xing)(xing)個人(ren)(ren)(ren)客戶銷(xiao)售(shou)個人(ren)(ren)(ren)保(bao)(bao)險(xian)(xian)產(chan)品(pin)，該(gai)類(lei)渠道(dao)(dao)(dao)(dao)(dao)(dao)業(ye)(ye)(ye)(ye)務(wu)(wu)(wu)大致(zhi)占(zhan)總業(ye)(ye)(ye)(ye)務(wu)(wu)(wu)的(de)(de)一半以(yi)上。從(cong)(cong)三(san)(san)類(lei)渠道(dao)(dao)(dao)(dao)(dao)(dao)的(de)(de)業(ye)(ye)(ye)(ye)務(wu)(wu)(wu)規(gui)(gui)模和(he)利(li)潤貢(gong)獻(xian)度(du)來看(kan)，直銷(xiao)型(xing)(xing)和(he)銀(yin)郵(you)(you)兼代(dai)型(xing)(xing)渠道(dao)(dao)(dao)(dao)(dao)(dao)的(de)(de)業(ye)(ye)(ye)(ye)務(wu)(wu)(wu)規(gui)(gui)模貢(gong)獻(xian)度(du)較(jiao)大，個人(ren)(ren)(ren)營銷(xiao)型(xing)(xing)渠道(dao)(dao)(dao)(dao)(dao)(dao)的(de)(de)利(li)潤貢(gong)獻(xian)度(du)和(he)創(chuang)費(fei)能力(li)較(jiao)高。除了(le)以(yi)上三(san)(san)類(lei)渠道(dao)(dao)(dao)(dao)(dao)(dao)模式(shi)外，保(bao)(bao)險(xian)(xian)公司(si)還(huan)嘗試(shi)了(le)直復型(xing)(xing)營銷(xiao)渠道(dao)(dao)(dao)(dao)(dao)(dao)(網絡、電話(hua)、郵(you)(you)寄(ji)等(deng)(deng))和(he)專(zhuan)業(ye)(ye)(ye)(ye)經紀公司(si)、公司(si)等(deng)(deng)專(zhuan)業(ye)(ye)(ye)(ye)經代(dai)型(xing)(xing)渠道(dao)(dao)(dao)(dao)(dao)(dao)開(kai)(kai)(kai)(kai)展業(ye)(ye)(ye)(ye)務(wu)(wu)(wu)，但規(gui)(gui)模尚小(xiao)。

(二)我國保險營銷渠道運營模式(shi)的特征(zheng)及缺陷分析

當(dang)前，我(wo)國保險營(ying)銷渠道(dao)運營(ying)模(mo)式(shi)的最大特征(zheng)便是各類渠道(dao)“割裂營(ying)銷”，具體(ti)體(ti)現在以下幾個方面：

1.銷(xiao)(xiao)(xiao)(xiao)(xiao)售(shou)(shou)(shou)人(ren)(ren)員(yuan)(yuan)分(fen)離(li)。保(bao)(bao)(bao)險(xian)公(gong)司制(zhi)定了針對(dui)三類渠道(dao)營銷(xiao)(xiao)(xiao)(xiao)(xiao)人(ren)(ren)員(yuan)(yuan)的(de)(de)(de)獨立的(de)(de)(de)銷(xiao)(xiao)(xiao)(xiao)(xiao)售(shou)(shou)(shou)管(guan)(guan)理(li)(li)辦(ban)法(fa)(fa)(俗稱“基本法(fa)(fa)”)，即(ji)《個人(ren)(ren)人(ren)(ren)銷(xiao)(xiao)(xiao)(xiao)(xiao)售(shou)(shou)(shou)管(guan)(guan)理(li)(li)辦(ban)法(fa)(fa)》、《銀(yin)郵專(zhuan)管(guan)(guan)員(yuan)(yuan)隊伍銷(xiao)(xiao)(xiao)(xiao)(xiao)售(shou)(shou)(shou)管(guan)(guan)理(li)(li)辦(ban)法(fa)(fa)》和《團體保(bao)(bao)(bao)險(xian)銷(xiao)(xiao)(xiao)(xiao)(xiao)售(shou)(shou)(shou)人(ren)(ren)員(yuan)(yuan)管(guan)(guan)理(li)(li)辦(ban)法(fa)(fa)》等，分(fen)別建立了對(dui)不同渠道(dao)銷(xiao)(xiao)(xiao)(xiao)(xiao)售(shou)(shou)(shou)人(ren)(ren)員(yuan)(yuan)的(de)(de)(de)包括組織架構(gou)、資(zi)格條(tiao)件、業(ye)務(wu)范圍(wei)、活動管(guan)(guan)理(li)(li)、考(kao)(kao)核(he)評估(gu)、職級升降、薪酬待遇等方(fang)面(mian)的(de)(de)(de)銷(xiao)(xiao)(xiao)(xiao)(xiao)售(shou)(shou)(shou)管(guan)(guan)理(li)(li)體系，每個體系之間是相對(dui)封閉的(de)(de)(de)，關聯(lian)性很小。在國(guo)內保(bao)(bao)(bao)險(xian)公(gong)司中(zhong)，只(zhi)有平(ping)安公(gong)司比較(jiao)早地(di)開(kai)展(zhan)了財產保(bao)(bao)(bao)險(xian)、團個險(xian)綜(zong)合(he)開(kai)拓業(ye)務(wu)，也制(zhi)定了專(zhuan)門的(de)(de)(de)《綜(zong)合(he)開(kai)拓專(zhuan)員(yuan)(yuan)管(guan)(guan)理(li)(li)辦(ban)法(fa)(fa)》，并在其(qi)他(ta)三類渠道(dao)銷(xiao)(xiao)(xiao)(xiao)(xiao)售(shou)(shou)(shou)人(ren)(ren)員(yuan)(yuan)管(guan)(guan)理(li)(li)辦(ban)法(fa)(fa)中(zhong)對(dui)綜(zong)合(he)開(kai)拓業(ye)務(wu)考(kao)(kao)核(he)進行(xing)了相關規定，從目前來看(kan)，平(ping)安公(gong)司的(de)(de)(de)綜(zong)合(he)開(kai)拓效果是可觀的(de)(de)(de)。

摘要：當前我國保險(xian)(xian)營(ying)銷(xiao)渠(qu)道(dao)(dao)及運(yun)營(ying)模(mo)式存在銷(xiao)售(shou)人員(yuan)分(fen)離、銷(xiao)售(shou)產(chan)品區(qu)隔、客戶(hu)需(xu)求撕裂(lie)、銷(xiao)售(shou)活動分(fen)裂(lie)、薪酬政策割裂(lie)、前勤(qin)系統與(yu)后(hou)勤(qin)系統脫裂(lie)等缺陷。我國金融保險(xian)(xian)業面(mian)臨綜(zong)合經營(ying)已成定(ding)勢；國際國內(nei)保險(xian)(xian)競爭加劇(ju)，保險(xian)(xian)公司面(mian)臨經營(ying)轉型；客戶(hu)需(xu)求越(yue)來越(yue)多元(yuan)化(hua)、個性化(hua)，客戶(hu)滿意成為企(qi)業營(ying)銷(xiao)的核心理(li)念(nian)等新的營(ying)銷(xiao)環境(jing)。鑒于這(zhe)種背景，“整合資(zi)源，交叉(cha)銷(xiao)售(shou)”應(ying)成為我國保險(xian)(xian)公司營(ying)銷(xiao)渠(qu)道(dao)(dao)運(yun)營(ying)模(mo)式的創新選擇，為保證該模(mo)式的成功(gong)運(yun)行(xing)，應(ying)正確理(li)解(jie)“整合”與(yu)“交叉(cha)”的內(nei)涵；應(ying)在客戶(hu)細(xi)分(fen)的基礎(chu)上開發多元(yuan)化(hua)、多層次產(chan)品體系，以滿足客戶(hu)多元(yuan)需(xu)求；應(ying)建立(li)具有橫向協作職能的扁平化(hua)組織架構；應(ying)建立(li)既有區(qu)別又有融通的渠(qu)道(dao)(dao)考核機(ji)制等。

關鍵詞(ci)：保險營銷(xiao)渠道，運營模式(shi)，割裂營銷(xiao)，整合資源(yuan)，交(jiao)叉銷(xiao)售

對(dui)一個(ge)企業(ye)來(lai)說(shuo)，營(ying)銷(xiao)渠(qu)道運(yun)營(ying)模(mo)(mo)式(shi)策略(lve)最能體現其(qi)營(ying)銷(xiao)戰略(lve)思維，營(ying)銷(xiao)渠(qu)道運(yun)營(ying)模(mo)(mo)式(shi)的(de)選(xuan)擇其(qi)實(shi)就是市(shi)場覆蓋與(yu)占領模(mo)(mo)式(shi)的(de)選(xuan)擇，是市(shi)場營(ying)銷(xiao)決策的(de)關鍵(jian)內容之一。同樣，對(dui)保(bao)險公司來(lai)說(shuo)，建立科學合理的(de)保(bao)險營(ying)銷(xiao)渠(qu)道運(yun)營(ying)模(mo)(mo)式(shi)是至(zhi)關重要的(de)。

一、當前我國保險(xian)營(ying)銷渠道運(yun)營(ying)模式類型及現狀

(一)我國保險(xian)營(ying)銷渠道運營(ying)模式類型

從目前來看，我國保(bao)(bao)險(xian)(xian)公(gong)司大(da)都采用以(yi)下三(san)種(zhong)主(zhu)(zhu)要營銷(xiao)(xiao)渠(qu)(qu)道(dao)(dao)(dao)運營模式：一是(shi)直(zhi)銷(xiao)(xiao)型(xing)，即(ji)通過公(gong)司在(zai)編外(wai)勤人員(yuan)開展(zhan)業(ye)(ye)(ye)(ye)(ye)(ye)務(wu)，主(zhu)(zhu)要銷(xiao)(xiao)售團體保(bao)(bao)險(xian)(xian)和(he)(he)大(da)項目保(bao)(bao)險(xian)(xian)，銷(xiao)(xiao)售人員(yuan)在(zai)享有底薪和(he)(he)福利之外(wai)根(gen)據銷(xiao)(xiao)售業(ye)(ye)(ye)(ye)(ye)(ye)績提取(qu)(qu)手續費(fei)，從總(zong)體上(shang)看，該類(lei)渠(qu)(qu)道(dao)(dao)(dao)業(ye)(ye)(ye)(ye)(ye)(ye)務(wu)大(da)致(zhi)占(zhan)總(zong)業(ye)(ye)(ye)(ye)(ye)(ye)務(wu)的(de)(de)20%以(yi)上(shang)；二是(shi)銀郵兼(jian)(jian)(jian)代型(xing)，即(ji)通過與(yu)銀行郵政等行業(ye)(ye)(ye)(ye)(ye)(ye)部門簽定(ding)兼(jian)(jian)(jian)業(ye)(ye)(ye)(ye)(ye)(ye)協議(yi)，通過兼(jian)(jian)(jian)業(ye)(ye)(ye)(ye)(ye)(ye)網(wang)點開展(zhan)保(bao)(bao)險(xian)(xian)業(ye)(ye)(ye)(ye)(ye)(ye)務(wu)，主(zhu)(zhu)要銷(xiao)(xiao)售個(ge)(ge)(ge)人分紅型(xing)保(bao)(bao)險(xian)(xian)產品(pin)(pin)(pin)(過去幾(ji)年以(yi)5年躉繳業(ye)(ye)(ye)(ye)(ye)(ye)務(wu)為主(zhu)(zhu)，現(xian)開始重視長(chang)期(qi)個(ge)(ge)(ge)人業(ye)(ye)(ye)(ye)(ye)(ye)務(wu)和(he)(he)風險(xian)(xian)保(bao)(bao)障類(lei)產品(pin)(pin)(pin)的(de)(de)銷(xiao)(xiao)售)，銀郵兼(jian)(jian)(jian)業(ye)(ye)(ye)(ye)(ye)(ye)根(gen)據業(ye)(ye)(ye)(ye)(ye)(ye)務(wu)量(liang)提取(qu)(qu)手續費(fei)，該類(lei)渠(qu)(qu)道(dao)(dao)(dao)業(ye)(ye)(ye)(ye)(ye)(ye)務(wu)大(da)致(zhi)占(zhan)總(zong)業(ye)(ye)(ye)(ye)(ye)(ye)務(wu)的(de)(de)25%左右；三(san)是(shi)個(ge)(ge)(ge)人營銷(xiao)(xiao)型(xing)，即(ji)通過保(bao)(bao)險(xian)(xian)個(ge)(ge)(ge)人人針對分散型(xing)個(ge)(ge)(ge)人客(ke)戶銷(xiao)(xiao)售個(ge)(ge)(ge)人保(bao)(bao)險(xian)(xian)產品(pin)(pin)(pin)，該類(lei)渠(qu)(qu)道(dao)(dao)(dao)業(ye)(ye)(ye)(ye)(ye)(ye)務(wu)大(da)致(zhi)占(zhan)總(zong)業(ye)(ye)(ye)(ye)(ye)(ye)務(wu)的(de)(de)一半以(yi)上(shang)。從三(san)類(lei)渠(qu)(qu)道(dao)(dao)(dao)的(de)(de)業(ye)(ye)(ye)(ye)(ye)(ye)務(wu)規模和(he)(he)利潤貢(gong)(gong)獻度來看，直(zhi)銷(xiao)(xiao)型(xing)和(he)(he)銀郵兼(jian)(jian)(jian)代型(xing)渠(qu)(qu)道(dao)(dao)(dao)的(de)(de)業(ye)(ye)(ye)(ye)(ye)(ye)務(wu)規模貢(gong)(gong)獻度較(jiao)大(da)，個(ge)(ge)(ge)人營銷(xiao)(xiao)型(xing)渠(qu)(qu)道(dao)(dao)(dao)的(de)(de)利潤貢(gong)(gong)獻度和(he)(he)創費(fei)能力較(jiao)高。除了以(yi)上(shang)三(san)類(lei)渠(qu)(qu)道(dao)(dao)(dao)模式外(wai)，保(bao)(bao)險(xian)(xian)公(gong)司還嘗試了直(zhi)復型(xing)營銷(xiao)(xiao)渠(qu)(qu)道(dao)(dao)(dao)(網(wang)絡、電(dian)話、郵寄(ji)等)和(he)(he)專業(ye)(ye)(ye)(ye)(ye)(ye)經(jing)紀公(gong)司、公(gong)司等專業(ye)(ye)(ye)(ye)(ye)(ye)經(jing)代型(xing)渠(qu)(qu)道(dao)(dao)(dao)開展(zhan)業(ye)(ye)(ye)(ye)(ye)(ye)務(wu)，但規模尚小。

一、當(dang)前(qian)我國(guo)保險營銷渠(qu)道運營模(mo)式類型及現狀

(一)我國保險營銷渠道運營模式類型

從(cong)(cong)目前(qian)來看，我國保(bao)(bao)險(xian)公(gong)(gong)司(si)(si)大(da)都采用以下三種(zhong)主(zhu)(zhu)要營(ying)(ying)銷渠(qu)道(dao)(dao)(dao)(dao)運營(ying)(ying)模式(shi)：一是直銷型，即通(tong)過(guo)公(gong)(gong)司(si)(si)在編外勤人員開展業(ye)(ye)(ye)務(wu)，主(zhu)(zhu)要銷售(shou)(shou)團體(ti)(ti)保(bao)(bao)險(xian)和大(da)項(xiang)目保(bao)(bao)險(xian)，銷售(shou)(shou)人員在享(xiang)有底薪和福利(li)之外根據(ju)銷售(shou)(shou)業(ye)(ye)(ye)績(ji)提(ti)取(qu)手續費，從(cong)(cong)總(zong)體(ti)(ti)上(shang)(shang)(shang)看，該(gai)類渠(qu)道(dao)(dao)(dao)(dao)業(ye)(ye)(ye)務(wu)大(da)致占總(zong)業(ye)(ye)(ye)務(wu)的(de)20%以上(shang)(shang)(shang)；二是銀(yin)郵兼(jian)代(dai)型，即通(tong)過(guo)與銀(yin)行郵政等(deng)行業(ye)(ye)(ye)部門簽(qian)定兼(jian)業(ye)(ye)(ye)協議，通(tong)過(guo)兼(jian)業(ye)(ye)(ye)網點開展保(bao)(bao)險(xian)業(ye)(ye)(ye)務(wu)，主(zhu)(zhu)要銷售(shou)(shou)個人分紅(hong)型保(bao)(bao)險(xian)產(chan)(chan)品(過(guo)去幾年以5年躉(dun)繳業(ye)(ye)(ye)務(wu)為(wei)主(zhu)(zhu)，現開始(shi)重(zhong)視(shi)長(chang)期個人業(ye)(ye)(ye)務(wu)和風險(xian)保(bao)(bao)障(zhang)類產(chan)(chan)品的(de)銷售(shou)(shou))，銀(yin)郵兼(jian)業(ye)(ye)(ye)根據(ju)業(ye)(ye)(ye)務(wu)量提(ti)取(qu)手續費，該(gai)類渠(qu)道(dao)(dao)(dao)(dao)業(ye)(ye)(ye)務(wu)大(da)致占總(zong)業(ye)(ye)(ye)務(wu)的(de)25%左右；三是個人營(ying)(ying)銷型，即通(tong)過(guo)保(bao)(bao)險(xian)個人人針對分散(san)型個人客戶銷售(shou)(shou)個人保(bao)(bao)險(xian)產(chan)(chan)品，該(gai)類渠(qu)道(dao)(dao)(dao)(dao)業(ye)(ye)(ye)務(wu)大(da)致占總(zong)業(ye)(ye)(ye)務(wu)的(de)一半以上(shang)(shang)(shang)。從(cong)(cong)三類渠(qu)道(dao)(dao)(dao)(dao)的(de)業(ye)(ye)(ye)務(wu)規模和利(li)潤貢(gong)(gong)獻度(du)來看，直銷型和銀(yin)郵兼(jian)代(dai)型渠(qu)道(dao)(dao)(dao)(dao)的(de)業(ye)(ye)(ye)務(wu)規模貢(gong)(gong)獻度(du)較(jiao)大(da)，個人營(ying)(ying)銷型渠(qu)道(dao)(dao)(dao)(dao)的(de)利(li)潤貢(gong)(gong)獻度(du)和創費能(neng)力較(jiao)高。除(chu)了以上(shang)(shang)(shang)三類渠(qu)道(dao)(dao)(dao)(dao)模式(shi)外，保(bao)(bao)險(xian)公(gong)(gong)司(si)(si)還嘗試(shi)了直復型營(ying)(ying)銷渠(qu)道(dao)(dao)(dao)(dao)(網絡(luo)、電話、郵寄等(deng))和專業(ye)(ye)(ye)經紀公(gong)(gong)司(si)(si)、公(gong)(gong)司(si)(si)等(deng)專業(ye)(ye)(ye)經代(dai)型渠(qu)道(dao)(dao)(dao)(dao)開展業(ye)(ye)(ye)務(wu)，但規模尚小。

(二)我國保險(xian)營(ying)銷渠道運營(ying)模式的特征及缺陷分析

當前，我國保險(xian)營(ying)銷渠(qu)道運營(ying)模(mo)式的最大特(te)征(zheng)便是各類(lei)渠(qu)道“割裂營(ying)銷”，具(ju)體體現在以下幾個方面：

1.銷(xiao)售(shou)(shou)(shou)人員(yuan)分(fen)離。保險公司(si)制(zhi)定(ding)(ding)了(le)針對(dui)(dui)三類(lei)渠(qu)道營銷(xiao)人員(yuan)的(de)獨立的(de)銷(xiao)售(shou)(shou)(shou)管(guan)理(li)(li)辦法(fa)(俗稱“基本法(fa)”)，即《個(ge)人人銷(xiao)售(shou)(shou)(shou)管(guan)理(li)(li)辦法(fa)》、《銀郵專(zhuan)管(guan)員(yuan)隊(dui)伍銷(xiao)售(shou)(shou)(shou)管(guan)理(li)(li)辦法(fa)》和《團(tuan)體保險銷(xiao)售(shou)(shou)(shou)人員(yuan)管(guan)理(li)(li)辦法(fa)》等，分(fen)別(bie)建立了(le)對(dui)(dui)不同(tong)渠(qu)道銷(xiao)售(shou)(shou)(shou)人員(yuan)的(de)包括組織架(jia)構、資格條件、業務范圍、活動(dong)管(guan)理(li)(li)、考核評估、職級升(sheng)降、薪酬待(dai)遇等方(fang)面的(de)銷(xiao)售(shou)(shou)(shou)管(guan)理(li)(li)體系，每個(ge)體系之間是相對(dui)(dui)封閉的(de)，關聯(lian)性很小。在(zai)國內保險公司(si)中，只(zhi)有平安(an)公司(si)比較早地開(kai)展了(le)財產保險、團(tuan)個(ge)險綜(zong)合(he)開(kai)拓(tuo)業務，也制(zhi)定(ding)(ding)了(le)專(zhuan)門(men)的(de)《綜(zong)合(he)開(kai)拓(tuo)專(zhuan)員(yuan)管(guan)理(li)(li)辦法(fa)》，并在(zai)其他三類(lei)渠(qu)道銷(xiao)售(shou)(shou)(shou)人員(yuan)管(guan)理(li)(li)辦法(fa)中對(dui)(dui)綜(zong)合(he)開(kai)拓(tuo)業務考核進行了(le)相關規定(ding)(ding)，從目前(qian)來看，平安(an)公司(si)的(de)綜(zong)合(he)開(kai)拓(tuo)效果是可觀(guan)的(de)。

1.我國保險營銷(xiao)渠道的現狀(zhuang)

隨(sui)著我國國民經濟(ji)的(de)(de)(de)持續快(kuai)速健(jian)康發展，保(bao)(bao)險(xian)(xian)(xian)市場(chang)的(de)(de)(de)結(jie)構(gou)發生了重(zhong)大(da)變(bian)化，保(bao)(bao)險(xian)(xian)(xian)消費者的(de)(de)(de)需求呈現多樣化趨(qu)勢，保(bao)(bao)險(xian)(xian)(xian)業務的(de)(de)(de)拓展也(ye)越來越依賴于營(ying)(ying)(ying)銷(xiao)渠(qu)道(dao)的(de)(de)(de)建設與發展。然而，我國的(de)(de)(de)保(bao)(bao)險(xian)(xian)(xian)營(ying)(ying)(ying)銷(xiao)渠(qu)道(dao)仍停留在(zai)粗放式經營(ying)(ying)(ying)階段，主(zhu)要營(ying)(ying)(ying)銷(xiao)渠(qu)道(dao)依靠營(ying)(ying)(ying)銷(xiao)員營(ying)(ying)(ying)銷(xiao)和兼(jian)業機構(gou)兩種方式，缺乏系統性、全面性的(de)(de)(de)長(chang)遠發展規劃，具體表(biao)現為：第一，營(ying)(ying)(ying)銷(xiao)渠(qu)道(dao)相互分(fen)離(li)，缺乏合作精神；第二，新型營(ying)(ying)(ying)銷(xiao)渠(qu)道(dao)的(de)(de)(de)開拓并未(wei)被重(zhong)視，造成營(ying)(ying)(ying)銷(xiao)渠(qu)道(dao)廣(guang)度不(bu)足；第三保(bao)(bao)險(xian)(xian)(xian)中介發展滯后，保(bao)(bao)險(xian)(xian)(xian)人(ren)體系有待(dai)完善。因此，在(zai)保(bao)(bao)險(xian)(xian)(xian)產(chan)品、價格、促(cu)銷(xiao)手段等要素日益(yi)同質(zhi)化的(de)(de)(de)今天(tian)，傳統保(bao)(bao)險(xian)(xian)(xian)營(ying)(ying)(ying)銷(xiao)渠(qu)道(dao)種種弊(bi)端(duan)暴露的(de)(de)(de)事實(shi)面前，我國保(bao)(bao)險(xian)(xian)(xian)業對營(ying)(ying)(ying)銷(xiao)渠(qu)道(dao)的(de)(de)(de)正(zheng)確選擇與大(da)膽創新勢在(zai)必行。

2.保險營(ying)銷渠道的基本(ben)理論

2.1保(bao)險(xian)營銷渠道的(de)種類

保(bao)(bao)險營(ying)(ying)(ying)(ying)銷(xiao)(xiao)(xiao)(xiao)(xiao)渠(qu)(qu)(qu)道(dao)(dao)(dao)(dao)(dao)是(shi)(shi)指(zhi)(zhi)保(bao)(bao)險產品(pin)從(cong)保(bao)(bao)險公(gong)司(si)向保(bao)(bao)戶(hu)轉移(yi)過(guo)(guo)程(cheng)中所經過(guo)(guo)的(de)(de)(de)(de)(de)路(lu)徑。一(yi)般來(lai)說，保(bao)(bao)險營(ying)(ying)(ying)(ying)銷(xiao)(xiao)(xiao)(xiao)(xiao)渠(qu)(qu)(qu)道(dao)(dao)(dao)(dao)(dao)分(fen)為傳統(tong)營(ying)(ying)(ying)(ying)銷(xiao)(xiao)(xiao)(xiao)(xiao)渠(qu)(qu)(qu)道(dao)(dao)(dao)(dao)(dao)和新(xin)(xin)型(xing)營(ying)(ying)(ying)(ying)銷(xiao)(xiao)(xiao)(xiao)(xiao)渠(qu)(qu)(qu)道(dao)(dao)(dao)(dao)(dao)。傳統(tong)營(ying)(ying)(ying)(ying)銷(xiao)(xiao)(xiao)(xiao)(xiao)渠(qu)(qu)(qu)道(dao)(dao)(dao)(dao)(dao)又(you)可(ke)(ke)分(fen)為直(zhi)接(jie)營(ying)(ying)(ying)(ying)銷(xiao)(xiao)(xiao)(xiao)(xiao)渠(qu)(qu)(qu)道(dao)(dao)(dao)(dao)(dao)和間(jian)接(jie)營(ying)(ying)(ying)(ying)銷(xiao)(xiao)(xiao)(xiao)(xiao)渠(qu)(qu)(qu)道(dao)(dao)(dao)(dao)(dao)：直(zhi)接(jie)營(ying)(ying)(ying)(ying)銷(xiao)(xiao)(xiao)(xiao)(xiao)渠(qu)(qu)(qu)道(dao)(dao)(dao)(dao)(dao)是(shi)(shi)指(zhi)(zhi)保(bao)(bao)險公(gong)司(si)的(de)(de)(de)(de)(de)外勤人員直(zhi)接(jie)面對面的(de)(de)(de)(de)(de)向保(bao)(bao)戶(hu)銷(xiao)(xiao)(xiao)(xiao)(xiao)售保(bao)(bao)單的(de)(de)(de)(de)(de)方(fang)式(shi)(shi)，這(zhe)也是(shi)(shi)我(wo)國保(bao)(bao)險業目前采取(qu)的(de)(de)(de)(de)(de)最主要的(de)(de)(de)(de)(de)營(ying)(ying)(ying)(ying)銷(xiao)(xiao)(xiao)(xiao)(xiao)方(fang)式(shi)(shi)；間(jian)接(jie)營(ying)(ying)(ying)(ying)銷(xiao)(xiao)(xiao)(xiao)(xiao)渠(qu)(qu)(qu)道(dao)(dao)(dao)(dao)(dao)是(shi)(shi)指(zhi)(zhi)保(bao)(bao)險公(gong)司(si)與投保(bao)(bao)人之間(jian)不進行(xing)直(zhi)接(jie)的(de)(de)(de)(de)(de)接(jie)觸，而(er)是(shi)(shi)通(tong)過(guo)(guo)一(yi)個或(huo)幾(ji)(ji)個、一(yi)層(ceng)或(huo)幾(ji)(ji)層(ceng)中間(jian)商把(ba)保(bao)(bao)險產品(pin)銷(xiao)(xiao)(xiao)(xiao)(xiao)售出去，這(zhe)種(zhong)方(fang)式(shi)(shi)在歐美(mei)等(deng)發達保(bao)(bao)險市(shi)場較為普遍。而(er)新(xin)(xin)型(xing)營(ying)(ying)(ying)(ying)銷(xiao)(xiao)(xiao)(xiao)(xiao)渠(qu)(qu)(qu)道(dao)(dao)(dao)(dao)(dao)是(shi)(shi)保(bao)(bao)險產品(pin)為了(le)適(shi)應社(she)會的(de)(de)(de)(de)(de)發展和競爭的(de)(de)(de)(de)(de)加劇在傳統(tong)的(de)(de)(de)(de)(de)營(ying)(ying)(ying)(ying)銷(xiao)(xiao)(xiao)(xiao)(xiao)渠(qu)(qu)(qu)道(dao)(dao)(dao)(dao)(dao)的(de)(de)(de)(de)(de)基礎上(shang)演(yan)變發展而(er)來(lai)，主要通(tong)過(guo)(guo)網絡、媒體雜志、電話等(deng)手段進行(xing)營(ying)(ying)(ying)(ying)銷(xiao)(xiao)(xiao)(xiao)(xiao)，大(da)致可(ke)(ke)分(fen)為三(san)類：水平(ping)的(de)(de)(de)(de)(de)營(ying)(ying)(ying)(ying)銷(xiao)(xiao)(xiao)(xiao)(xiao)渠(qu)(qu)(qu)道(dao)(dao)(dao)(dao)(dao)，即由兩(liang)個或(huo)兩(liang)個以上(shang)的(de)(de)(de)(de)(de)同一(yi)層(ceng)次的(de)(de)(de)(de)(de)營(ying)(ying)(ying)(ying)銷(xiao)(xiao)(xiao)(xiao)(xiao)組(zu)織聯(lian)合而(er)成；垂直(zhi)的(de)(de)(de)(de)(de)營(ying)(ying)(ying)(ying)銷(xiao)(xiao)(xiao)(xiao)(xiao)渠(qu)(qu)(qu)道(dao)(dao)(dao)(dao)(dao)，指(zhi)(zhi)由兩(liang)個或(huo)兩(liang)個以上(shang)不同層(ceng)次的(de)(de)(de)(de)(de)營(ying)(ying)(ying)(ying)銷(xiao)(xiao)(xiao)(xiao)(xiao)組(zu)織或(huo)生產者聯(lian)合而(er)成；多渠(qu)(qu)(qu)道(dao)(dao)(dao)(dao)(dao)的(de)(de)(de)(de)(de)營(ying)(ying)(ying)(ying)銷(xiao)(xiao)(xiao)(xiao)(xiao)渠(qu)(qu)(qu)道(dao)(dao)(dao)(dao)(dao)，指(zhi)(zhi)生產者同時(shi)用(yong)夠兩(liang)種(zhong)或(huo)兩(liang)種(zhong)以上(shang)不同的(de)(de)(de)(de)(de)渠(qu)(qu)(qu)道(dao)(dao)(dao)(dao)(dao)。保(bao)(bao)險營(ying)(ying)(ying)(ying)銷(xiao)(xiao)(xiao)(xiao)(xiao)體系的(de)(de)(de)(de)(de)大(da)體框架(jia)如下圖所示：

2.2保險營銷渠道選擇的(de)影(ying)響(xiang)因素

摘要：當前(qian)我(wo)國保險(xian)營(ying)(ying)銷(xiao)(xiao)渠道及運(yun)(yun)營(ying)(ying)模式(shi)(shi)存在銷(xiao)(xiao)售(shou)人(ren)員分離、銷(xiao)(xiao)售(shou)產品(pin)區隔(ge)、客(ke)戶(hu)需(xu)求(qiu)撕裂、銷(xiao)(xiao)售(shou)活動分裂、薪(xin)酬(chou)政(zheng)策割裂、前(qian)勤系(xi)統(tong)與后勤系(xi)統(tong)脫(tuo)裂等缺陷。我(wo)國金融保險(xian)業面(mian)(mian)臨綜(zong)合(he)經營(ying)(ying)已成定勢；國際國內(nei)保險(xian)競爭加劇，保險(xian)公(gong)(gong)司(si)面(mian)(mian)臨經營(ying)(ying)轉型；客(ke)戶(hu)需(xu)求(qiu)越來越多元化、個(ge)性(xing)化，客(ke)戶(hu)滿(man)(man)意成為(wei)企業營(ying)(ying)銷(xiao)(xiao)的(de)核(he)心理念(nian)等新的(de)營(ying)(ying)銷(xiao)(xiao)環境(jing)。鑒于這種背(bei)景，“整(zheng)合(he)資源(yuan)，交(jiao)叉銷(xiao)(xiao)售(shou)”應(ying)成為(wei)我(wo)國保險(xian)公(gong)(gong)司(si)營(ying)(ying)銷(xiao)(xiao)渠道運(yun)(yun)營(ying)(ying)模式(shi)(shi)的(de)創新選擇，為(wei)保證該模式(shi)(shi)的(de)成功運(yun)(yun)行，應(ying)正(zheng)確理解“整(zheng)合(he)”與“交(jiao)叉”的(de)內(nei)涵；應(ying)在客(ke)戶(hu)細分的(de)基礎上(shang)開發多元化、多層次(ci)產品(pin)體系(xi)，以(yi)滿(man)(man)足客(ke)戶(hu)多元需(xu)求(qiu)；應(ying)建立具有橫向(xiang)協作(zuo)職能(neng)的(de)扁(bian)平化組織架(jia)構(gou)；應(ying)建立既(ji)有區別又(you)有融通的(de)渠道考(kao)核(he)機制等。

關鍵詞：保險營銷渠道，運(yun)營模式，割(ge)裂營銷，整合資源，交叉銷售(shou)

對一個企業來(lai)說，營(ying)(ying)(ying)銷渠道(dao)運(yun)(yun)營(ying)(ying)(ying)模式策(ce)略最能體現其營(ying)(ying)(ying)銷戰略思維，營(ying)(ying)(ying)銷渠道(dao)運(yun)(yun)營(ying)(ying)(ying)模式的選擇其實(shi)就(jiu)是(shi)(shi)市場覆(fu)蓋與占(zhan)領模式的選擇，是(shi)(shi)市場營(ying)(ying)(ying)銷決(jue)策(ce)的關(guan)鍵(jian)內容之一。同(tong)樣，對保險(xian)公司來(lai)說，建立科學合理的保險(xian)營(ying)(ying)(ying)銷渠道(dao)運(yun)(yun)營(ying)(ying)(ying)模式是(shi)(shi)至關(guan)重要的。

一(yi)、當前(qian)我國保(bao)險(xian)營(ying)銷渠道運(yun)營(ying)模式類型及現狀

(一)我國(guo)保險(xian)營(ying)銷渠道運營(ying)模式類型

從目(mu)前(qian)來看，我國保(bao)(bao)(bao)(bao)險(xian)(xian)公(gong)司(si)大都采用(yong)以下(xia)三(san)(san)種主(zhu)要營(ying)銷(xiao)(xiao)渠(qu)(qu)道(dao)運營(ying)模(mo)(mo)(mo)式：一是(shi)直(zhi)銷(xiao)(xiao)型(xing)，即(ji)通(tong)(tong)過公(gong)司(si)在編外勤(qin)人(ren)(ren)(ren)員(yuan)開(kai)(kai)展(zhan)業(ye)(ye)務(wu)(wu)，主(zhu)要銷(xiao)(xiao)售團體保(bao)(bao)(bao)(bao)險(xian)(xian)和大項目(mu)保(bao)(bao)(bao)(bao)險(xian)(xian)，銷(xiao)(xiao)售人(ren)(ren)(ren)員(yuan)在享有底薪和福利(li)之(zhi)外根據(ju)銷(xiao)(xiao)售業(ye)(ye)績提取手續費，從總(zong)體上(shang)(shang)(shang)看，該(gai)類(lei)(lei)渠(qu)(qu)道(dao)業(ye)(ye)務(wu)(wu)大致(zhi)占總(zong)業(ye)(ye)務(wu)(wu)的(de)20%以上(shang)(shang)(shang)；二是(shi)銀郵兼(jian)代型(xing)，即(ji)通(tong)(tong)過與銀行(xing)郵政等(deng)行(xing)業(ye)(ye)部(bu)門簽(qian)定兼(jian)業(ye)(ye)協議(yi)，通(tong)(tong)過兼(jian)業(ye)(ye)網點開(kai)(kai)展(zhan)保(bao)(bao)(bao)(bao)險(xian)(xian)業(ye)(ye)務(wu)(wu)，主(zhu)要銷(xiao)(xiao)售個(ge)人(ren)(ren)(ren)分紅型(xing)保(bao)(bao)(bao)(bao)險(xian)(xian)產(chan)品(pin)(過去(qu)幾(ji)年以5年躉繳業(ye)(ye)務(wu)(wu)為主(zhu)，現開(kai)(kai)始(shi)重(zhong)視長期(qi)個(ge)人(ren)(ren)(ren)業(ye)(ye)務(wu)(wu)和風(feng)險(xian)(xian)保(bao)(bao)(bao)(bao)障類(lei)(lei)產(chan)品(pin)的(de)銷(xiao)(xiao)售)，銀郵兼(jian)業(ye)(ye)根據(ju)業(ye)(ye)務(wu)(wu)量(liang)提取手續費，該(gai)類(lei)(lei)渠(qu)(qu)道(dao)業(ye)(ye)務(wu)(wu)大致(zhi)占總(zong)業(ye)(ye)務(wu)(wu)的(de)25%左右；三(san)(san)是(shi)個(ge)人(ren)(ren)(ren)營(ying)銷(xiao)(xiao)型(xing)，即(ji)通(tong)(tong)過保(bao)(bao)(bao)(bao)險(xian)(xian)個(ge)人(ren)(ren)(ren)人(ren)(ren)(ren)針對分散(san)型(xing)個(ge)人(ren)(ren)(ren)客戶銷(xiao)(xiao)售個(ge)人(ren)(ren)(ren)保(bao)(bao)(bao)(bao)險(xian)(xian)產(chan)品(pin)，該(gai)類(lei)(lei)渠(qu)(qu)道(dao)業(ye)(ye)務(wu)(wu)大致(zhi)占總(zong)業(ye)(ye)務(wu)(wu)的(de)一半(ban)以上(shang)(shang)(shang)。從三(san)(san)類(lei)(lei)渠(qu)(qu)道(dao)的(de)業(ye)(ye)務(wu)(wu)規模(mo)(mo)(mo)和利(li)潤貢(gong)獻度(du)來看，直(zhi)銷(xiao)(xiao)型(xing)和銀郵兼(jian)代型(xing)渠(qu)(qu)道(dao)的(de)業(ye)(ye)務(wu)(wu)規模(mo)(mo)(mo)貢(gong)獻度(du)較大，個(ge)人(ren)(ren)(ren)營(ying)銷(xiao)(xiao)型(xing)渠(qu)(qu)道(dao)的(de)利(li)潤貢(gong)獻度(du)和創費能力(li)較高。除了以上(shang)(shang)(shang)三(san)(san)類(lei)(lei)渠(qu)(qu)道(dao)模(mo)(mo)(mo)式外，保(bao)(bao)(bao)(bao)險(xian)(xian)公(gong)司(si)還嘗試了直(zhi)復型(xing)營(ying)銷(xiao)(xiao)渠(qu)(qu)道(dao)(網絡、電話、郵寄等(deng))和專(zhuan)業(ye)(ye)經(jing)紀公(gong)司(si)、公(gong)司(si)等(deng)專(zhuan)業(ye)(ye)經(jing)代型(xing)渠(qu)(qu)道(dao)開(kai)(kai)展(zhan)業(ye)(ye)務(wu)(wu)，但規模(mo)(mo)(mo)尚小。

摘要：隨(sui)著中國宏觀經(jing)濟和制度環(huan)境的(de)(de)不(bu)斷變化(hua)，國內財(cai)(cai)產(chan)(chan)保(bao)險市(shi)場(chang)在歷經(jing)將近三十(shi)多年的(de)(de)成長，已(yi)經(jing)基本形成了(le)(le)一(yi)定規模的(de)(de)發(fa)展趨勢(shi)。然而，國內財(cai)(cai)產(chan)(chan)保(bao)險市(shi)場(chang)發(fa)展仍存在諸多問(wen)題，其中營銷渠(qu)道問(wen)題也極(ji)為突出，很大(da)程度影響了(le)(le)就財(cai)(cai)產(chan)(chan)保(bao)險市(shi)場(chang)的(de)(de)多元化(hua)發(fa)展。因此，為了(le)(le)穩步推進國內財(cai)(cai)產(chan)(chan)保(bao)險市(shi)場(chang)的(de)(de)多元化(hua)良性發(fa)展，著力探(tan)究財(cai)(cai)產(chan)(chan)保(bao)險營銷渠(qu)道建設，以增強國內財(cai)(cai)產(chan)(chan)保(bao)險營銷渠(qu)道競爭(zheng)實力。

關鍵(jian)詞：財(cai)產保險；營銷；渠(qu)道

2018年召開的中央經濟工(gong)作會議(yi)上，明(ming)確提出了(le)在實(shi)體經濟環境繼續穩(wen)健前提下(xia)，當前財產保險(xian)應圍繞重點工(gong)作，以便更好發揮“減震器(qi)”和“穩(wen)定器(qi)”作用，并在此過程中塑造核心競(jing)爭力。

一、我國(guo)財(cai)產保險營銷渠道發(fa)展問題

（一(yi)(yi)(yi)）財(cai)(cai)產(chan)(chan)(chan)保(bao)(bao)(bao)(bao)(bao)(bao)(bao)(bao)險(xian)(xian)(xian)(xian)(xian)(xian)(xian)營(ying)(ying)(ying)(ying)(ying)(ying)銷(xiao)(xiao)(xiao)(xiao)(xiao)(xiao)(xiao)(xiao)(xiao)(xiao)(xiao)渠(qu)(qu)(qu)(qu)(qu)道(dao)(dao)(dao)(dao)(dao)功(gong)(gong)能定(ding)位(wei)模糊。結(jie)合(he)國(guo)(guo)(guo)(guo)(guo)(guo)(guo)(guo)內(nei)當(dang)前(qian)財(cai)(cai)產(chan)(chan)(chan)保(bao)(bao)(bao)(bao)(bao)(bao)(bao)(bao)險(xian)(xian)(xian)(xian)(xian)(xian)(xian)營(ying)(ying)(ying)(ying)(ying)(ying)銷(xiao)(xiao)(xiao)(xiao)(xiao)(xiao)(xiao)(xiao)(xiao)(xiao)(xiao)渠(qu)(qu)(qu)(qu)(qu)道(dao)(dao)(dao)(dao)(dao)建(jian)(jian)(jian)設(she)(she)(she)現狀，發(fa)現雖然(ran)目前(qian)國(guo)(guo)(guo)(guo)(guo)(guo)(guo)(guo)內(nei)財(cai)(cai)產(chan)(chan)(chan)保(bao)(bao)(bao)(bao)(bao)(bao)(bao)(bao)險(xian)(xian)(xian)(xian)(xian)(xian)(xian)營(ying)(ying)(ying)(ying)(ying)(ying)銷(xiao)(xiao)(xiao)(xiao)(xiao)(xiao)(xiao)(xiao)(xiao)(xiao)(xiao)渠(qu)(qu)(qu)(qu)(qu)道(dao)(dao)(dao)(dao)(dao)業(ye)務獲(huo)得(de)了(le)(le)很(hen)大(da)(da)的(de)(de)(de)發(fa)展，但由(you)于(yu)缺乏系(xi)統(tong)的(de)(de)(de)指導(dao)，使(shi)得(de)國(guo)(guo)(guo)(guo)(guo)(guo)(guo)(guo)內(nei)財(cai)(cai)產(chan)(chan)(chan)保(bao)(bao)(bao)(bao)(bao)(bao)(bao)(bao)險(xian)(xian)(xian)(xian)(xian)(xian)(xian)營(ying)(ying)(ying)(ying)(ying)(ying)銷(xiao)(xiao)(xiao)(xiao)(xiao)(xiao)(xiao)(xiao)(xiao)(xiao)(xiao)渠(qu)(qu)(qu)(qu)(qu)道(dao)(dao)(dao)(dao)(dao)建(jian)(jian)(jian)設(she)(she)(she)具有(you)一(yi)(yi)(yi)定(ding)的(de)(de)(de)盲目性，從而(er)造成(cheng)了(le)(le)財(cai)(cai)產(chan)(chan)(chan)保(bao)(bao)(bao)(bao)(bao)(bao)(bao)(bao)險(xian)(xian)(xian)(xian)(xian)(xian)(xian)營(ying)(ying)(ying)(ying)(ying)(ying)銷(xiao)(xiao)(xiao)(xiao)(xiao)(xiao)(xiao)(xiao)(xiao)(xiao)(xiao)渠(qu)(qu)(qu)(qu)(qu)道(dao)(dao)(dao)(dao)(dao)功(gong)(gong)能定(ding)位(wei)模糊。當(dang)前(qian)國(guo)(guo)(guo)(guo)(guo)(guo)(guo)(guo)內(nei)財(cai)(cai)產(chan)(chan)(chan)保(bao)(bao)(bao)(bao)(bao)(bao)(bao)(bao)險(xian)(xian)(xian)(xian)(xian)(xian)(xian)營(ying)(ying)(ying)(ying)(ying)(ying)銷(xiao)(xiao)(xiao)(xiao)(xiao)(xiao)(xiao)(xiao)(xiao)(xiao)(xiao)渠(qu)(qu)(qu)(qu)(qu)道(dao)(dao)(dao)(dao)(dao)經營(ying)(ying)(ying)(ying)(ying)(ying)缺乏統(tong)一(yi)(yi)(yi)的(de)(de)(de)分類標(biao)準，無法(fa)有(you)效區分各個(ge)營(ying)(ying)(ying)(ying)(ying)(ying)銷(xiao)(xiao)(xiao)(xiao)(xiao)(xiao)(xiao)(xiao)(xiao)(xiao)(xiao)渠(qu)(qu)(qu)(qu)(qu)道(dao)(dao)(dao)(dao)(dao)的(de)(de)(de)效益(yi)(yi)，也就無法(fa)對財(cai)(cai)產(chan)(chan)(chan)保(bao)(bao)(bao)(bao)(bao)(bao)(bao)(bao)險(xian)(xian)(xian)(xian)(xian)(xian)(xian)營(ying)(ying)(ying)(ying)(ying)(ying)銷(xiao)(xiao)(xiao)(xiao)(xiao)(xiao)(xiao)(xiao)(xiao)(xiao)(xiao)渠(qu)(qu)(qu)(qu)(qu)道(dao)(dao)(dao)(dao)(dao)功(gong)(gong)能進(jin)行定(ding)位(wei)，更無法(fa)細(xi)分各個(ge)財(cai)(cai)產(chan)(chan)(chan)保(bao)(bao)(bao)(bao)(bao)(bao)(bao)(bao)險(xian)(xian)(xian)(xian)(xian)(xian)(xian)營(ying)(ying)(ying)(ying)(ying)(ying)銷(xiao)(xiao)(xiao)(xiao)(xiao)(xiao)(xiao)(xiao)(xiao)(xiao)(xiao)渠(qu)(qu)(qu)(qu)(qu)道(dao)(dao)(dao)(dao)(dao)的(de)(de)(de)效益(yi)(yi)。（二(er)）財(cai)(cai)產(chan)(chan)(chan)保(bao)(bao)(bao)(bao)(bao)(bao)(bao)(bao)險(xian)(xian)(xian)(xian)(xian)(xian)(xian)營(ying)(ying)(ying)(ying)(ying)(ying)銷(xiao)(xiao)(xiao)(xiao)(xiao)(xiao)(xiao)(xiao)(xiao)(xiao)(xiao)渠(qu)(qu)(qu)(qu)(qu)道(dao)(dao)(dao)(dao)(dao)競(jing)爭(zheng)手段單一(yi)(yi)(yi)。改革開放以來，我國(guo)(guo)(guo)(guo)(guo)(guo)(guo)(guo)經濟(ji)發(fa)展迅速，在此前(qian)提下國(guo)(guo)(guo)(guo)(guo)(guo)(guo)(guo)內(nei)財(cai)(cai)產(chan)(chan)(chan)保(bao)(bao)(bao)(bao)(bao)(bao)(bao)(bao)險(xian)(xian)(xian)(xian)(xian)(xian)(xian)也獲(huo)得(de)了(le)(le)長(chang)足(zu)的(de)(de)(de)發(fa)展，然(ran)而(er)與國(guo)(guo)(guo)(guo)(guo)(guo)(guo)(guo)外經濟(ji)發(fa)達國(guo)(guo)(guo)(guo)(guo)(guo)(guo)(guo)家相比，國(guo)(guo)(guo)(guo)(guo)(guo)(guo)(guo)內(nei)財(cai)(cai)產(chan)(chan)(chan)保(bao)(bao)(bao)(bao)(bao)(bao)(bao)(bao)險(xian)(xian)(xian)(xian)(xian)(xian)(xian)密度和深(shen)度仍(reng)有(you)較(jiao)(jiao)大(da)(da)的(de)(de)(de)差(cha)距。隨著國(guo)(guo)(guo)(guo)(guo)(guo)(guo)(guo)內(nei)保(bao)(bao)(bao)(bao)(bao)(bao)(bao)(bao)險(xian)(xian)(xian)(xian)(xian)(xian)(xian)市(shi)場(chang)競(jing)爭(zheng)的(de)(de)(de)加劇(ju)，國(guo)(guo)(guo)(guo)(guo)(guo)(guo)(guo)內(nei)各個(ge)保(bao)(bao)(bao)(bao)(bao)(bao)(bao)(bao)險(xian)(xian)(xian)(xian)(xian)(xian)(xian)公司(si)紛(fen)紛(fen)投入了(le)(le)激烈(lie)的(de)(de)(de)市(shi)場(chang)競(jing)爭(zheng)中，通過多(duo)(duo)種(zhong)營(ying)(ying)(ying)(ying)(ying)(ying)銷(xiao)(xiao)(xiao)(xiao)(xiao)(xiao)(xiao)(xiao)(xiao)(xiao)(xiao)渠(qu)(qu)(qu)(qu)(qu)道(dao)(dao)(dao)(dao)(dao)以開發(fa)并(bing)維護客戶(hu)。然(ran)而(er)由(you)于(yu)發(fa)展時間(jian)較(jiao)(jiao)短且營(ying)(ying)(ying)(ying)(ying)(ying)銷(xiao)(xiao)(xiao)(xiao)(xiao)(xiao)(xiao)(xiao)(xiao)(xiao)(xiao)經驗(yan)缺乏，導(dao)致(zhi)國(guo)(guo)(guo)(guo)(guo)(guo)(guo)(guo)內(nei)很(hen)多(duo)(duo)財(cai)(cai)務保(bao)(bao)(bao)(bao)(bao)(bao)(bao)(bao)險(xian)(xian)(xian)(xian)(xian)(xian)(xian)公司(si)經常采用簡單的(de)(de)(de)成(cheng)本戰略，眾多(duo)(duo)財(cai)(cai)產(chan)(chan)(chan)保(bao)(bao)(bao)(bao)(bao)(bao)(bao)(bao)險(xian)(xian)(xian)(xian)(xian)(xian)(xian)公司(si)之間(jian)的(de)(de)(de)營(ying)(ying)(ying)(ying)(ying)(ying)銷(xiao)(xiao)(xiao)(xiao)(xiao)(xiao)(xiao)(xiao)(xiao)(xiao)(xiao)渠(qu)(qu)(qu)(qu)(qu)道(dao)(dao)(dao)(dao)(dao)競(jing)爭(zheng)仍(reng)主(zhu)要停留在價格競(jing)爭(zheng)領(ling)域。國(guo)(guo)(guo)(guo)(guo)(guo)(guo)(guo)內(nei)財(cai)(cai)產(chan)(chan)(chan)保(bao)(bao)(bao)(bao)(bao)(bao)(bao)(bao)險(xian)(xian)(xian)(xian)(xian)(xian)(xian)營(ying)(ying)(ying)(ying)(ying)(ying)銷(xiao)(xiao)(xiao)(xiao)(xiao)(xiao)(xiao)(xiao)(xiao)(xiao)(xiao)渠(qu)(qu)(qu)(qu)(qu)道(dao)(dao)(dao)(dao)(dao)競(jing)爭(zheng)手段單一(yi)(yi)(yi)，其(qi)具體表現在以下方面(mian)(mian)：一(yi)(yi)(yi)方面(mian)(mian)當(dang)前(qian)國(guo)(guo)(guo)(guo)(guo)(guo)(guo)(guo)內(nei)財(cai)(cai)產(chan)(chan)(chan)保(bao)(bao)(bao)(bao)(bao)(bao)(bao)(bao)險(xian)(xian)(xian)(xian)(xian)(xian)(xian)營(ying)(ying)(ying)(ying)(ying)(ying)銷(xiao)(xiao)(xiao)(xiao)(xiao)(xiao)(xiao)(xiao)(xiao)(xiao)(xiao)方式(shi)(shi)單一(yi)(yi)(yi)，其(qi)營(ying)(ying)(ying)(ying)(ying)(ying)銷(xiao)(xiao)(xiao)(xiao)(xiao)(xiao)(xiao)(xiao)(xiao)(xiao)(xiao)渠(qu)(qu)(qu)(qu)(qu)道(dao)(dao)(dao)(dao)(dao)大(da)(da)多(duo)(duo)主(zhu)要依靠個(ge)人和直(zhi)銷(xiao)(xiao)(xiao)(xiao)(xiao)(xiao)(xiao)(xiao)(xiao)(xiao)(xiao)兩種(zhong)方式(shi)(shi)，其(qi)營(ying)(ying)(ying)(ying)(ying)(ying)銷(xiao)(xiao)(xiao)(xiao)(xiao)(xiao)(xiao)(xiao)(xiao)(xiao)(xiao)渠(qu)(qu)(qu)(qu)(qu)道(dao)(dao)(dao)(dao)(dao)范圍較(jiao)(jiao)為狹窄，在一(yi)(yi)(yi)定(ding)程度上(shang)促進(jin)了(le)(le)財(cai)(cai)產(chan)(chan)(chan)保(bao)(bao)(bao)(bao)(bao)(bao)(bao)(bao)險(xian)(xian)(xian)(xian)(xian)(xian)(xian)營(ying)(ying)(ying)(ying)(ying)(ying)銷(xiao)(xiao)(xiao)(xiao)(xiao)(xiao)(xiao)(xiao)(xiao)(xiao)(xiao)成(cheng)本的(de)(de)(de)急劇(ju)上(shang)升。另一(yi)(yi)(yi)方面(mian)(mian)國(guo)(guo)(guo)(guo)(guo)(guo)(guo)(guo)內(nei)財(cai)(cai)產(chan)(chan)(chan)保(bao)(bao)(bao)(bao)(bao)(bao)(bao)(bao)險(xian)(xian)(xian)(xian)(xian)(xian)(xian)組(zu)織結(jie)構(gou)(gou)普(pu)遍采用的(de)(de)(de)是(shi)(shi)職能式(shi)(shi)組(zu)織方式(shi)(shi)，職能結(jie)構(gou)(gou)的(de)(de)(de)雷同導(dao)致(zhi)財(cai)(cai)產(chan)(chan)(chan)保(bao)(bao)(bao)(bao)(bao)(bao)(bao)(bao)險(xian)(xian)(xian)(xian)(xian)(xian)(xian)營(ying)(ying)(ying)(ying)(ying)(ying)銷(xiao)(xiao)(xiao)(xiao)(xiao)(xiao)(xiao)(xiao)(xiao)(xiao)(xiao)渠(qu)(qu)(qu)(qu)(qu)道(dao)(dao)(dao)(dao)(dao)很(hen)容易(yi)受到沖擊。（三）財(cai)(cai)產(chan)(chan)(chan)保(bao)(bao)(bao)(bao)(bao)(bao)(bao)(bao)險(xian)(xian)(xian)(xian)(xian)(xian)(xian)營(ying)(ying)(ying)(ying)(ying)(ying)銷(xiao)(xiao)(xiao)(xiao)(xiao)(xiao)(xiao)(xiao)(xiao)(xiao)(xiao)渠(qu)(qu)(qu)(qu)(qu)道(dao)(dao)(dao)(dao)(dao)體系(xi)建(jian)(jian)(jian)設(she)(she)(she)不足(zu)。國(guo)(guo)(guo)(guo)(guo)(guo)(guo)(guo)內(nei)財(cai)(cai)產(chan)(chan)(chan)保(bao)(bao)(bao)(bao)(bao)(bao)(bao)(bao)險(xian)(xian)(xian)(xian)(xian)(xian)(xian)公司(si)大(da)(da)多(duo)(duo)是(shi)(shi)通過營(ying)(ying)(ying)(ying)(ying)(ying)銷(xiao)(xiao)(xiao)(xiao)(xiao)(xiao)(xiao)(xiao)(xiao)(xiao)(xiao)渠(qu)(qu)(qu)(qu)(qu)道(dao)(dao)(dao)(dao)(dao)來擴充效益(yi)(yi)收入，而(er)相對而(er)言其(qi)營(ying)(ying)(ying)(ying)(ying)(ying)銷(xiao)(xiao)(xiao)(xiao)(xiao)(xiao)(xiao)(xiao)(xiao)(xiao)(xiao)渠(qu)(qu)(qu)(qu)(qu)道(dao)(dao)(dao)(dao)(dao)建(jian)(jian)(jian)設(she)(she)(she)方面(mian)(mian)較(jiao)(jiao)為落后，并(bing)沒有(you)形成(cheng)較(jiao)(jiao)為完善(shan)的(de)(de)(de)財(cai)(cai)產(chan)(chan)(chan)保(bao)(bao)(bao)(bao)(bao)(bao)(bao)(bao)險(xian)(xian)(xian)(xian)(xian)(xian)(xian)營(ying)(ying)(ying)(ying)(ying)(ying)銷(xiao)(xiao)(xiao)(xiao)(xiao)(xiao)(xiao)(xiao)(xiao)(xiao)(xiao)渠(qu)(qu)(qu)(qu)(qu)道(dao)(dao)(dao)(dao)(dao)管(guan)理(li)體系(xi)。目前(qian)，國(guo)(guo)(guo)(guo)(guo)(guo)(guo)(guo)內(nei)財(cai)(cai)產(chan)(chan)(chan)保(bao)(bao)(bao)(bao)(bao)(bao)(bao)(bao)險(xian)(xian)(xian)(xian)(xian)(xian)(xian)營(ying)(ying)(ying)(ying)(ying)(ying)銷(xiao)(xiao)(xiao)(xiao)(xiao)(xiao)(xiao)(xiao)(xiao)(xiao)(xiao)渠(qu)(qu)(qu)(qu)(qu)道(dao)(dao)(dao)(dao)(dao)管(guan)理(li)體系(xi)建(jian)(jian)(jian)設(she)(she)(she)的(de)(de)(de)不足(zu)，導(dao)致(zhi)各個(ge)相關管(guan)理(li)并(bing)沒有(you)形成(cheng)有(you)效的(de)(de)(de)機制，使(shi)得(de)經營(ying)(ying)(ying)(ying)(ying)(ying)者(zhe)很(hen)容易(yi)為了(le)(le)眼前(qian)利(li)(li)益(yi)(yi)而(er)忽視長(chang)遠利(li)(li)益(yi)(yi)，不利(li)(li)于(yu)財(cai)(cai)產(chan)(chan)(chan)保(bao)(bao)(bao)(bao)(bao)(bao)(bao)(bao)險(xian)(xian)(xian)(xian)(xian)(xian)(xian)營(ying)(ying)(ying)(ying)(ying)(ying)銷(xiao)(xiao)(xiao)(xiao)(xiao)(xiao)(xiao)(xiao)(xiao)(xiao)(xiao)渠(qu)(qu)(qu)(qu)(qu)道(dao)(dao)(dao)(dao)(dao)的(de)(de)(de)良好建(jian)(jian)(jian)設(she)(she)(she)發(fa)展。國(guo)(guo)(guo)(guo)(guo)(guo)(guo)(guo)內(nei)財(cai)(cai)產(chan)(chan)(chan)保(bao)(bao)(bao)(bao)(bao)(bao)(bao)(bao)險(xian)(xian)(xian)(xian)(xian)(xian)(xian)營(ying)(ying)(ying)(ying)(ying)(ying)銷(xiao)(xiao)(xiao)(xiao)(xiao)(xiao)(xiao)(xiao)(xiao)(xiao)(xiao)渠(qu)(qu)(qu)(qu)(qu)道(dao)(dao)(dao)(dao)(dao)體系(xi)建(jian)(jian)(jian)設(she)(she)(she)的(de)(de)(de)不足(zu)：一(yi)(yi)(yi)是(shi)(shi)財(cai)(cai)產(chan)(chan)(chan)保(bao)(bao)(bao)(bao)(bao)(bao)(bao)(bao)險(xian)(xian)(xian)(xian)(xian)(xian)(xian)營(ying)(ying)(ying)(ying)(ying)(ying)銷(xiao)(xiao)(xiao)(xiao)(xiao)(xiao)(xiao)(xiao)(xiao)(xiao)(xiao)渠(qu)(qu)(qu)(qu)(qu)道(dao)(dao)(dao)(dao)(dao)利(li)(li)益(yi)(yi)分配機制不完善(shan)，未充分考慮(lv)差(cha)異化(hua)(hua)的(de)(de)(de)利(li)(li)益(yi)(yi)分配需求，導(dao)致(zhi)各個(ge)營(ying)(ying)(ying)(ying)(ying)(ying)銷(xiao)(xiao)(xiao)(xiao)(xiao)(xiao)(xiao)(xiao)(xiao)(xiao)(xiao)渠(qu)(qu)(qu)(qu)(qu)道(dao)(dao)(dao)(dao)(dao)的(de)(de)(de)利(li)(li)益(yi)(yi)難以協調。二(er)是(shi)(shi)財(cai)(cai)產(chan)(chan)(chan)保(bao)(bao)(bao)(bao)(bao)(bao)(bao)(bao)險(xian)(xian)(xian)(xian)(xian)(xian)(xian)營(ying)(ying)(ying)(ying)(ying)(ying)銷(xiao)(xiao)(xiao)(xiao)(xiao)(xiao)(xiao)(xiao)(xiao)(xiao)(xiao)渠(qu)(qu)(qu)(qu)(qu)道(dao)(dao)(dao)(dao)(dao)后援系(xi)統(tong)建(jian)(jian)(jian)設(she)(she)(she)不力，也就無法(fa)為財(cai)(cai)產(chan)(chan)(chan)保(bao)(bao)(bao)(bao)(bao)(bao)(bao)(bao)險(xian)(xian)(xian)(xian)(xian)(xian)(xian)營(ying)(ying)(ying)(ying)(ying)(ying)銷(xiao)(xiao)(xiao)(xiao)(xiao)(xiao)(xiao)(xiao)(xiao)(xiao)(xiao)渠(qu)(qu)(qu)(qu)(qu)道(dao)(dao)(dao)(dao)(dao)建(jian)(jian)(jian)設(she)(she)(she)提供差(cha)異化(hua)(hua)的(de)(de)(de)支撐。三是(shi)(shi)財(cai)(cai)產(chan)(chan)(chan)保(bao)(bao)(bao)(bao)(bao)(bao)(bao)(bao)險(xian)(xian)(xian)(xian)(xian)(xian)(xian)營(ying)(ying)(ying)(ying)(ying)(ying)銷(xiao)(xiao)(xiao)(xiao)(xiao)(xiao)(xiao)(xiao)(xiao)(xiao)(xiao)渠(qu)(qu)(qu)(qu)(qu)道(dao)(dao)(dao)(dao)(dao)缺乏健(jian)全的(de)(de)(de)考核機制，財(cai)(cai)產(chan)(chan)(chan)保(bao)(bao)(bao)(bao)(bao)(bao)(bao)(bao)險(xian)(xian)(xian)(xian)(xian)(xian)(xian)營(ying)(ying)(ying)(ying)(ying)(ying)銷(xiao)(xiao)(xiao)(xiao)(xiao)(xiao)(xiao)(xiao)(xiao)(xiao)(xiao)渠(qu)(qu)(qu)(qu)(qu)道(dao)(dao)(dao)(dao)(dao)員工的(de)(de)(de)工作積極性和主(zhu)動(dong)性不足(zu)，導(dao)致(zhi)其(qi)渠(qu)(qu)(qu)(qu)(qu)道(dao)(dao)(dao)(dao)(dao)建(jian)(jian)(jian)設(she)(she)(she)效率極為低下。

二、我國財產保險營銷渠(qu)道建設路徑(jing)

摘要(yao)：當(dang)前(qian)我國(guo)保(bao)險(xian)(xian)營(ying)(ying)銷(xiao)渠道及(ji)運營(ying)(ying)模式存在銷(xiao)售人員分離(li)、銷(xiao)售產品區隔、客(ke)戶需求(qiu)撕裂(lie)(lie)、銷(xiao)售活動分裂(lie)(lie)、薪酬(chou)政(zheng)策割裂(lie)(lie)、前(qian)勤系(xi)統(tong)與后勤系(xi)統(tong)脫裂(lie)(lie)等(deng)缺陷。我國(guo)金融保(bao)險(xian)(xian)業(ye)面臨綜合經營(ying)(ying)已成定勢；國(guo)際國(guo)內(nei)保(bao)險(xian)(xian)競爭加劇，保(bao)險(xian)(xian)公(gong)司面臨經營(ying)(ying)轉型；客(ke)戶需求(qiu)越來越多(duo)元(yuan)化、個性化，客(ke)戶滿(man)意成為企業(ye)營(ying)(ying)銷(xiao)的(de)(de)核心理念等(deng)新的(de)(de)營(ying)(ying)銷(xiao)環境(jing)。鑒于這種背景(jing)，“整(zheng)合資(zi)源，交叉銷(xiao)售”應(ying)(ying)(ying)成為我國(guo)保(bao)險(xian)(xian)公(gong)司營(ying)(ying)銷(xiao)渠道運營(ying)(ying)模式的(de)(de)創(chuang)新選擇(ze)，為保(bao)證該(gai)模式的(de)(de)成功運行，應(ying)(ying)(ying)正確理解“整(zheng)合”與“交叉”的(de)(de)內(nei)涵；應(ying)(ying)(ying)在客(ke)戶細分的(de)(de)基(ji)礎(chu)上開發多(duo)元(yuan)化、多(duo)層次產品體系(xi)，以滿(man)足客(ke)戶多(duo)元(yuan)需求(qiu)；應(ying)(ying)(ying)建(jian)立具有橫向協作(zuo)職能(neng)的(de)(de)扁平化組織(zhi)架構；應(ying)(ying)(ying)建(jian)立既(ji)有區別又有融通的(de)(de)渠道考核機制等(deng)。

關鍵詞：保險營(ying)銷(xiao)渠道，運(yun)營(ying)模式，割裂營(ying)銷(xiao)，整(zheng)合資(zi)源，交(jiao)叉銷(xiao)售(shou)

對(dui)一個(ge)企(qi)業來(lai)說，營(ying)銷渠道運營(ying)模式(shi)策略(lve)最能體現其營(ying)銷戰略(lve)思維，營(ying)銷渠道運營(ying)模式(shi)的選(xuan)擇(ze)其實就是(shi)市(shi)場覆蓋與占領模式(shi)的選(xuan)擇(ze)，是(shi)市(shi)場營(ying)銷決策的關鍵(jian)內容之一。同(tong)樣，對(dui)保(bao)險公司來(lai)說，建立科學(xue)合(he)理的保(bao)險營(ying)銷渠道運營(ying)模式(shi)是(shi)至關重要的。

一(yi)、當(dang)前我(wo)國保險營銷(xiao)渠道運營模式類型及現(xian)狀

(一)我國保險營銷渠道運營模式(shi)類型

從(cong)目前來看(kan)，我國保險(xian)(xian)公司(si)大(da)(da)(da)都采用以(yi)下三種主要營銷(xiao)渠(qu)道(dao)(dao)(dao)運(yun)營模式：一是(shi)(shi)直銷(xiao)型(xing)，即(ji)通(tong)(tong)過(guo)(guo)公司(si)在(zai)(zai)編外勤(qin)人(ren)(ren)員開展(zhan)業(ye)(ye)(ye)務(wu)，主要銷(xiao)售(shou)(shou)團體(ti)保險(xian)(xian)和(he)大(da)(da)(da)項目保險(xian)(xian)，銷(xiao)售(shou)(shou)人(ren)(ren)員在(zai)(zai)享(xiang)有底薪和(he)福利之外根據銷(xiao)售(shou)(shou)業(ye)(ye)(ye)績提取手續費(fei)，從(cong)總(zong)體(ti)上看(kan)，該類(lei)(lei)渠(qu)道(dao)(dao)(dao)業(ye)(ye)(ye)務(wu)大(da)(da)(da)致占(zhan)總(zong)業(ye)(ye)(ye)務(wu)的(de)(de)20%以(yi)上；二(er)是(shi)(shi)銀(yin)郵兼(jian)(jian)(jian)代(dai)(dai)型(xing)，即(ji)通(tong)(tong)過(guo)(guo)與銀(yin)行郵政等行業(ye)(ye)(ye)部門簽定兼(jian)(jian)(jian)業(ye)(ye)(ye)協議，通(tong)(tong)過(guo)(guo)兼(jian)(jian)(jian)業(ye)(ye)(ye)網(wang)點開展(zhan)保險(xian)(xian)業(ye)(ye)(ye)務(wu)，主要銷(xiao)售(shou)(shou)個人(ren)(ren)分紅型(xing)保險(xian)(xian)產(chan)品(過(guo)(guo)去幾年以(yi)5年躉繳業(ye)(ye)(ye)務(wu)為(wei)主，現(xian)開始重視(shi)長期個人(ren)(ren)業(ye)(ye)(ye)務(wu)和(he)風險(xian)(xian)保障類(lei)(lei)產(chan)品的(de)(de)銷(xiao)售(shou)(shou))，銀(yin)郵兼(jian)(jian)(jian)業(ye)(ye)(ye)根據業(ye)(ye)(ye)務(wu)量(liang)提取手續費(fei)，該類(lei)(lei)渠(qu)道(dao)(dao)(dao)業(ye)(ye)(ye)務(wu)大(da)(da)(da)致占(zhan)總(zong)業(ye)(ye)(ye)務(wu)的(de)(de)25%左右(you)；三是(shi)(shi)個人(ren)(ren)營銷(xiao)型(xing)，即(ji)通(tong)(tong)過(guo)(guo)保險(xian)(xian)個人(ren)(ren)人(ren)(ren)針對分散型(xing)個人(ren)(ren)客戶銷(xiao)售(shou)(shou)個人(ren)(ren)保險(xian)(xian)產(chan)品，該類(lei)(lei)渠(qu)道(dao)(dao)(dao)業(ye)(ye)(ye)務(wu)大(da)(da)(da)致占(zhan)總(zong)業(ye)(ye)(ye)務(wu)的(de)(de)一半以(yi)上。從(cong)三類(lei)(lei)渠(qu)道(dao)(dao)(dao)的(de)(de)業(ye)(ye)(ye)務(wu)規模和(he)利潤貢(gong)獻(xian)度(du)來看(kan)，直銷(xiao)型(xing)和(he)銀(yin)郵兼(jian)(jian)(jian)代(dai)(dai)型(xing)渠(qu)道(dao)(dao)(dao)的(de)(de)業(ye)(ye)(ye)務(wu)規模貢(gong)獻(xian)度(du)較大(da)(da)(da)，個人(ren)(ren)營銷(xiao)型(xing)渠(qu)道(dao)(dao)(dao)的(de)(de)利潤貢(gong)獻(xian)度(du)和(he)創費(fei)能力較高。除了以(yi)上三類(lei)(lei)渠(qu)道(dao)(dao)(dao)模式外，保險(xian)(xian)公司(si)還嘗試了直復型(xing)營銷(xiao)渠(qu)道(dao)(dao)(dao)(網(wang)絡、電(dian)話、郵寄等)和(he)專(zhuan)業(ye)(ye)(ye)經紀公司(si)、公司(si)等專(zhuan)業(ye)(ye)(ye)經代(dai)(dai)型(xing)渠(qu)道(dao)(dao)(dao)開展(zhan)業(ye)(ye)(ye)務(wu)，但規模尚(shang)小。

一、當前我國保險(xian)營銷(xiao)渠道運(yun)營模(mo)式類型(xing)及現狀

(一)我國保險營銷(xiao)渠道運營模式(shi)類(lei)型

從目前來看(kan)，我國保險公(gong)(gong)(gong)司(si)(si)大都(dou)采(cai)用以(yi)下三(san)(san)種主(zhu)要營(ying)(ying)銷(xiao)(xiao)(xiao)(xiao)(xiao)渠(qu)(qu)(qu)道(dao)(dao)運(yun)營(ying)(ying)模(mo)式：一(yi)是直銷(xiao)(xiao)(xiao)(xiao)(xiao)型(xing)(xing)(xing)，即通(tong)過(guo)(guo)公(gong)(gong)(gong)司(si)(si)在編外勤人(ren)(ren)員開(kai)展業(ye)(ye)(ye)(ye)務(wu)(wu)(wu)(wu)，主(zhu)要銷(xiao)(xiao)(xiao)(xiao)(xiao)售(shou)團體保險和(he)(he)大項目保險，銷(xiao)(xiao)(xiao)(xiao)(xiao)售(shou)人(ren)(ren)員在享有底薪和(he)(he)福利之外根據銷(xiao)(xiao)(xiao)(xiao)(xiao)售(shou)業(ye)(ye)(ye)(ye)績提(ti)取(qu)手(shou)續(xu)費，從總(zong)體上(shang)(shang)(shang)看(kan)，該(gai)(gai)類渠(qu)(qu)(qu)道(dao)(dao)業(ye)(ye)(ye)(ye)務(wu)(wu)(wu)(wu)大致占總(zong)業(ye)(ye)(ye)(ye)務(wu)(wu)(wu)(wu)的20%以(yi)上(shang)(shang)(shang)；二是銀郵(you)兼(jian)代型(xing)(xing)(xing)，即通(tong)過(guo)(guo)與(yu)銀行(xing)郵(you)政等(deng)行(xing)業(ye)(ye)(ye)(ye)部門簽(qian)定兼(jian)業(ye)(ye)(ye)(ye)協議，通(tong)過(guo)(guo)兼(jian)業(ye)(ye)(ye)(ye)網(wang)點(dian)開(kai)展保險業(ye)(ye)(ye)(ye)務(wu)(wu)(wu)(wu)，主(zhu)要銷(xiao)(xiao)(xiao)(xiao)(xiao)售(shou)個(ge)人(ren)(ren)分紅型(xing)(xing)(xing)保險產(chan)品(過(guo)(guo)去(qu)幾(ji)年(nian)以(yi)5年(nian)躉(dun)繳業(ye)(ye)(ye)(ye)務(wu)(wu)(wu)(wu)為主(zhu)，現開(kai)始重視長期個(ge)人(ren)(ren)業(ye)(ye)(ye)(ye)務(wu)(wu)(wu)(wu)和(he)(he)風(feng)險保障類產(chan)品的銷(xiao)(xiao)(xiao)(xiao)(xiao)售(shou))，銀郵(you)兼(jian)業(ye)(ye)(ye)(ye)根據業(ye)(ye)(ye)(ye)務(wu)(wu)(wu)(wu)量(liang)提(ti)取(qu)手(shou)續(xu)費，該(gai)(gai)類渠(qu)(qu)(qu)道(dao)(dao)業(ye)(ye)(ye)(ye)務(wu)(wu)(wu)(wu)大致占總(zong)業(ye)(ye)(ye)(ye)務(wu)(wu)(wu)(wu)的25%左右；三(san)(san)是個(ge)人(ren)(ren)營(ying)(ying)銷(xiao)(xiao)(xiao)(xiao)(xiao)型(xing)(xing)(xing)，即通(tong)過(guo)(guo)保險個(ge)人(ren)(ren)人(ren)(ren)針對分散型(xing)(xing)(xing)個(ge)人(ren)(ren)客戶(hu)銷(xiao)(xiao)(xiao)(xiao)(xiao)售(shou)個(ge)人(ren)(ren)保險產(chan)品，該(gai)(gai)類渠(qu)(qu)(qu)道(dao)(dao)業(ye)(ye)(ye)(ye)務(wu)(wu)(wu)(wu)大致占總(zong)業(ye)(ye)(ye)(ye)務(wu)(wu)(wu)(wu)的一(yi)半以(yi)上(shang)(shang)(shang)。從三(san)(san)類渠(qu)(qu)(qu)道(dao)(dao)的業(ye)(ye)(ye)(ye)務(wu)(wu)(wu)(wu)規模(mo)和(he)(he)利潤貢獻度來看(kan)，直銷(xiao)(xiao)(xiao)(xiao)(xiao)型(xing)(xing)(xing)和(he)(he)銀郵(you)兼(jian)代型(xing)(xing)(xing)渠(qu)(qu)(qu)道(dao)(dao)的業(ye)(ye)(ye)(ye)務(wu)(wu)(wu)(wu)規模(mo)貢獻度較大，個(ge)人(ren)(ren)營(ying)(ying)銷(xiao)(xiao)(xiao)(xiao)(xiao)型(xing)(xing)(xing)渠(qu)(qu)(qu)道(dao)(dao)的利潤貢獻度和(he)(he)創費能力(li)較高(gao)。除了以(yi)上(shang)(shang)(shang)三(san)(san)類渠(qu)(qu)(qu)道(dao)(dao)模(mo)式外，保險公(gong)(gong)(gong)司(si)(si)還嘗試(shi)了直復型(xing)(xing)(xing)營(ying)(ying)銷(xiao)(xiao)(xiao)(xiao)(xiao)渠(qu)(qu)(qu)道(dao)(dao)(網(wang)絡、電話、郵(you)寄等(deng))和(he)(he)專(zhuan)業(ye)(ye)(ye)(ye)經紀公(gong)(gong)(gong)司(si)(si)、公(gong)(gong)(gong)司(si)(si)等(deng)專(zhuan)業(ye)(ye)(ye)(ye)經代型(xing)(xing)(xing)渠(qu)(qu)(qu)道(dao)(dao)開(kai)展業(ye)(ye)(ye)(ye)務(wu)(wu)(wu)(wu)，但規模(mo)尚小。

(二(er))我(wo)國保險營銷渠道運營模式的(de)特征(zheng)及缺(que)陷分(fen)析

當前(qian)，我國保險營(ying)(ying)銷渠道運營(ying)(ying)模式的最大特征便(bian)是各類渠道“割(ge)裂(lie)營(ying)(ying)銷”，具體體現在以(yi)下(xia)幾個(ge)方面：

1.銷(xiao)(xiao)售(shou)(shou)人(ren)員(yuan)(yuan)分(fen)離(li)。保(bao)(bao)險(xian)公(gong)司制(zhi)定了(le)針對(dui)三類(lei)渠(qu)(qu)道(dao)營(ying)銷(xiao)(xiao)人(ren)員(yuan)(yuan)的(de)(de)獨立的(de)(de)銷(xiao)(xiao)售(shou)(shou)管(guan)(guan)理(li)(li)(li)辦(ban)法(fa)(fa)(俗稱“基本法(fa)(fa)”)，即《個人(ren)人(ren)銷(xiao)(xiao)售(shou)(shou)管(guan)(guan)理(li)(li)(li)辦(ban)法(fa)(fa)》、《銀郵(you)專管(guan)(guan)員(yuan)(yuan)隊(dui)伍(wu)銷(xiao)(xiao)售(shou)(shou)管(guan)(guan)理(li)(li)(li)辦(ban)法(fa)(fa)》和《團體(ti)(ti)保(bao)(bao)險(xian)銷(xiao)(xiao)售(shou)(shou)人(ren)員(yuan)(yuan)管(guan)(guan)理(li)(li)(li)辦(ban)法(fa)(fa)》等，分(fen)別建(jian)立了(le)對(dui)不同(tong)渠(qu)(qu)道(dao)銷(xiao)(xiao)售(shou)(shou)人(ren)員(yuan)(yuan)的(de)(de)包(bao)括(kuo)組織架構、資(zi)格(ge)條件、業務(wu)范(fan)圍、活動管(guan)(guan)理(li)(li)(li)、考核評估(gu)、職級升降、薪酬待遇等方(fang)面(mian)的(de)(de)銷(xiao)(xiao)售(shou)(shou)管(guan)(guan)理(li)(li)(li)體(ti)(ti)系，每個體(ti)(ti)系之間是相(xiang)對(dui)封閉的(de)(de)，關聯性(xing)很小。在國內保(bao)(bao)險(xian)公(gong)司中(zhong)，只(zhi)有(you)平(ping)安公(gong)司比較早地開(kai)展了(le)財產保(bao)(bao)險(xian)、團個險(xian)綜合(he)(he)(he)開(kai)拓業務(wu)，也制(zhi)定了(le)專門(men)的(de)(de)《綜合(he)(he)(he)開(kai)拓專員(yuan)(yuan)管(guan)(guan)理(li)(li)(li)辦(ban)法(fa)(fa)》，并在其他三類(lei)渠(qu)(qu)道(dao)銷(xiao)(xiao)售(shou)(shou)人(ren)員(yuan)(yuan)管(guan)(guan)理(li)(li)(li)辦(ban)法(fa)(fa)中(zhong)對(dui)綜合(he)(he)(he)開(kai)拓業務(wu)考核進行了(le)相(xiang)關規定，從目前(qian)來看，平(ping)安公(gong)司的(de)(de)綜合(he)(he)(he)開(kai)拓效(xiao)果是可(ke)觀的(de)(de)。

銀(yin)行(xing)保(bao)(bao)(bao)(bao)(bao)險(xian)的(de)產(chan)生(sheng)和(he)(he)(he)發(fa)展(zhan)具有深刻的(de)歷史背景,是國際經濟(ji)一(yi)(yi)體化(hua)和(he)(he)(he)金融(rong)一(yi)(yi)體化(hua)大趨勢(shi)下(xia)銀(yin)行(xing)業和(he)(he)(he)保(bao)(bao)(bao)(bao)(bao)險(xian)業深層合作的(de)必然(ran)(ran)結果,也是應對(dui)日益激(ji)烈(lie)市場競爭的(de)必然(ran)(ran)選(xuan)擇。從(cong)上(shang)世(shi)紀90年(nian)代以來,各種新(xin)的(de)信息技術創(chuang)新(xin)在(zai)金融(rong)業中廣泛(fan)應用(yong),為金融(rong)業的(de)發(fa)展(zhan)提供(gong)了(le)巨大動力和(he)(he)(he)支(zhi)持(chi),銀(yin)行(xing)保(bao)(bao)(bao)(bao)(bao)險(xian)也在(zai)這一(yi)(yi)階段得到了(le)迅猛(meng)的(de)發(fa)展(zhan)。在(zai)銀(yin)行(xing)保(bao)(bao)(bao)(bao)(bao)險(xian)獲得良好(hao)發(fa)展(zhan)的(de)背景下(xia),怎樣進一(yi)(yi)步對(dui)銀(yin)行(xing)保(bao)(bao)(bao)(bao)(bao)險(xian)渠(qu)道的(de)設置(zhi)和(he)(he)(he)開發(fa)進行(xing)研究(jiu),找(zhao)出(chu)適合當(dang)前(qian)和(he)(he)(he)今后一(yi)(yi)段時間我國銀(yin)行(xing)保(bao)(bao)(bao)(bao)(bao)險(xian)渠(qu)道發(fa)展(zhan)的(de)方向,對(dui)我國銀(yin)行(xing)保(bao)(bao)(bao)(bao)(bao)險(xian)將(jiang)起到很好(hao)的(de)指(zhi)導作用(yong)。

一、銀行(xing)保險營銷渠道整合的理論分析

當(dang)前(qian),金融混業經營的趨勢已日趨明顯,可以說,銀(yin)行與保險公司的合作(zuo)共贏乃至(zhi)銀(yin)行保險的產生(sheng)和發展都是國(guo)際經濟、金融大環境(jing)變(bian)化的必然結果。與此同時,銀(yin)行保險之所以能(neng)夠(gou)獲得成功,還有其內在的規律性。

協同(tong)理論是(shi)(shi)著名的(de)(de)(de)(de)戰(zhan)(zhan)略(lve)管理專(zhuan)家Ansoff在(zai)《公(gong)司(si)戰(zhan)(zhan)略(lve)》專(zhuan)著中(zhong)提出的(de)(de)(de)(de)。其給(gei)出了(le)(le)“協同(tong)效(xiao)應(ying)(ying)(ying)(ying)(ying)”的(de)(de)(de)(de)定義:“一(yi)種使(shi)公(gong)司(si)的(de)(de)(de)(de)整(zheng)體(ti)(ti)(ti)效(xiao)益(yi)大于(yu)各部分(fen)(fen)(fen)組成(cheng)(cheng)部分(fen)(fen)(fen)總(zong)和的(de)(de)(de)(de)效(xiao)應(ying)(ying)(ying)(ying)(ying)”,是(shi)(shi)“通過相(xiang)互的(de)(de)(de)(de)合作而導(dao)致的(de)(de)(de)(de)2+2=5的(de)(de)(de)(de)效(xiao)應(ying)(ying)(ying)(ying)(ying)”。任(ren)何一(yi)個(ge)(ge)系統(tong)都是(shi)(shi)由各個(ge)(ge)部分(fen)(fen)(fen)構成(cheng)(cheng)的(de)(de)(de)(de)整(zheng)體(ti)(ti)(ti),然(ran)而,一(yi)個(ge)(ge)系統(tong)所具有的(de)(de)(de)(de)功能(neng)卻不(bu)(bu)是(shi)(shi)組成(cheng)(cheng)部分(fen)(fen)(fen)功能(neng)的(de)(de)(de)(de)簡單疊加(jia),往往是(shi)(shi)系統(tong)可以產生(sheng)各個(ge)(ge)子系統(tong)相(xiang)加(jia)不(bu)(bu)能(neng)完成(cheng)(cheng)的(de)(de)(de)(de)整(zheng)合效(xiao)應(ying)(ying)(ying)(ying)(ying),這就是(shi)(shi)協同(tong)效(xiao)應(ying)(ying)(ying)(ying)(ying)的(de)(de)(de)(de)體(ti)(ti)(ti)現(xian)。系統(tong)的(de)(de)(de)(de)協同(tong)效(xiao)應(ying)(ying)(ying)(ying)(ying)體(ti)(ti)(ti)現(xian)在(zai)兩個(ge)(ge)方面:一(yi)是(shi)(shi)由于(yu)不(bu)(bu)同(tong)個(ge)(ge)體(ti)(ti)(ti)的(de)(de)(de)(de)組合使(shi)某些個(ge)(ge)體(ti)(ti)(ti)中(zhong)沒有被充(chong)分(fen)(fen)(fen)利(li)用(yong)(yong)的(de)(de)(de)(de)資源得到了(le)(le)更加(jia)充(chong)分(fen)(fen)(fen)的(de)(de)(de)(de)利(li)用(yong)(yong),即通過擴(kuo)大了(le)(le)資源的(de)(de)(de)(de)使(shi)用(yong)(yong)范圍而增加(jia)了(le)(le)整(zheng)體(ti)(ti)(ti)的(de)(de)(de)(de)效(xiao)能(neng);二是(shi)(shi)由于(yu)不(bu)(bu)同(tong)個(ge)(ge)體(ti)(ti)(ti)的(de)(de)(de)(de)組合使(shi)個(ge)(ge)體(ti)(ti)(ti)之間(jian)實現(xian)了(le)(le)知(zhi)識和技能(neng)的(de)(de)(de)(de)充(chong)分(fen)(fen)(fen)共享,從而提高了(le)(le)整(zheng)體(ti)(ti)(ti)效(xiao)能(neng)。

銀(yin)(yin)(yin)(yin)行(xing)(xing)(xing)(xing)(xing)保(bao)(bao)險(xian)(xian)(xian)(xian)(xian)的(de)(de)(de)(de)創新模式是(shi)基(ji)于銀(yin)(yin)(yin)(yin)行(xing)(xing)(xing)(xing)(xing)業和(he)保(bao)(bao)險(xian)(xian)(xian)(xian)(xian)業應(ying)(ying)對(dui)共同(tong)(tong)的(de)(de)(de)(de)市場競(jing)爭環(huan)境和(he)日益(yi)多元化(hua)的(de)(de)(de)(de)客(ke)戶需求而產(chan)生的(de)(de)(de)(de),是(shi)銀(yin)(yin)(yin)(yin)行(xing)(xing)(xing)(xing)(xing)和(he)保(bao)(bao)險(xian)(xian)(xian)(xian)(xian)公(gong)(gong)(gong)司充分利用彼此的(de)(de)(de)(de)合(he)作價值而對(dui)營銷渠道進行(xing)(xing)(xing)(xing)(xing)的(de)(de)(de)(de)重(zhong)新整(zheng)合(he)和(he)優化(hua),體(ti)(ti)現了銀(yin)(yin)(yin)(yin)行(xing)(xing)(xing)(xing)(xing)渠道和(he)保(bao)(bao)險(xian)(xian)(xian)(xian)(xian)公(gong)(gong)(gong)司渠道的(de)(de)(de)(de)協同(tong)(tong)效應(ying)(ying)。從銀(yin)(yin)(yin)(yin)行(xing)(xing)(xing)(xing)(xing)保(bao)(bao)險(xian)(xian)(xian)(xian)(xian)渠道開(kai)展的(de)(de)(de)(de)角度(du)來說,其建立和(he)運行(xing)(xing)(xing)(xing)(xing)不是(shi)孤立的(de)(de)(de)(de),應(ying)(ying)該將其放到銀(yin)(yin)(yin)(yin)行(xing)(xing)(xing)(xing)(xing)保(bao)(bao)險(xian)(xian)(xian)(xian)(xian)業務(wu)發(fa)展的(de)(de)(de)(de)整(zheng)個體(ti)(ti)系當中(zhong)加(jia)(jia)以(yi)分析和(he)研究才更加(jia)(jia)全面、完整(zheng)。銀(yin)(yin)(yin)(yin)行(xing)(xing)(xing)(xing)(xing)保(bao)(bao)險(xian)(xian)(xian)(xian)(xian)渠道的(de)(de)(de)(de)設置體(ti)(ti)現了銀(yin)(yin)(yin)(yin)行(xing)(xing)(xing)(xing)(xing)與保(bao)(bao)險(xian)(xian)(xian)(xian)(xian)公(gong)(gong)(gong)司戰(zhan)略(lve)(lve)合(he)作的(de)(de)(de)(de)要求,是(shi)完成(cheng)銀(yin)(yin)(yin)(yin)行(xing)(xing)(xing)(xing)(xing)與保(bao)(bao)險(xian)(xian)(xian)(xian)(xian)公(gong)(gong)(gong)司合(he)作共贏的(de)(de)(de)(de)切(qie)實途徑。隨著經濟(ji)、金(jin)融形勢的(de)(de)(de)(de)變化(hua),金(jin)融業的(de)(de)(de)(de)營銷戰(zhan)略(lve)(lve)也相(xiang)應(ying)(ying)發(fa)生了重(zhong)大的(de)(de)(de)(de)變化(hua),以(yi)往(wang)由產(chan)品銷售為(wei)中(zhong)心(xin)的(de)(de)(de)(de)營銷方式已經逐步被以(yi)客(ke)戶需求為(wei)中(zhong)心(xin)的(de)(de)(de)(de)營銷理念所取代。特別是(shi)新技術(shu)的(de)(de)(de)(de)創新和(he)應(ying)(ying)用,為(wei)銀(yin)(yin)(yin)(yin)行(xing)(xing)(xing)(xing)(xing)保(bao)(bao)險(xian)(xian)(xian)(xian)(xian)渠道的(de)(de)(de)(de)開(kai)展提(ti)供(gong)了廣闊的(de)(de)(de)(de)發(fa)展空間。在(zai)此背景(jing)下(xia),銀(yin)(yin)(yin)(yin)行(xing)(xing)(xing)(xing)(xing)保(bao)(bao)險(xian)(xian)(xian)(xian)(xian)渠道的(de)(de)(de)(de)協同(tong)(tong)效應(ying)(ying)體(ti)(ti)現在(zai)以(yi)滿足客(ke)戶多元化(hua)需求為(wei)核(he)心(xin)的(de)(de)(de)(de)戰(zhan)略(lve)(lve)目(mu)標過程當中(zhong),形成(cheng)了一個以(yi)完成(cheng)明(ming)確(que)目(mu)標為(wei)核(he)心(xin)的(de)(de)(de)(de)整(zheng)體(ti)(ti)框架。具(ju)體(ti)(ti)關系如(ru)圖1表示。

在銀(yin)(yin)行(xing)(xing)保(bao)險渠道(dao)的(de)(de)內(nei)部協(xie)同(tong)效(xiao)(xiao)(xiao)應中(zhong),信(xin)息共享指的(de)(de)是(shi)銀(yin)(yin)行(xing)(xing)、保(bao)險公(gong)司(si)在經濟、金(jin)融(rong)及(ji)(ji)相關政(zheng)策等宏觀信(xin)息上(shang)的(de)(de)協(xie)同(tong)效(xiao)(xiao)(xiao)應,除此之外,還包括銀(yin)(yin)保(bao)之間(jian)在行(xing)(xing)業(ye)信(xin)息、市(shi)場(chang)(chang)信(xin)息和(he)(he)客戶信(xin)息上(shang)的(de)(de)協(xie)同(tong)效(xiao)(xiao)(xiao)應。銀(yin)(yin)行(xing)(xing)與保(bao)險公(gong)司(si)都是(shi)金(jin)融(rong)企(qi)業(ye),具(ju)有相近的(de)(de)金(jin)融(rong)環境(jing)和(he)(he)客戶背景(jing),兩者(zhe)信(xin)息的(de)(de)共享有利(li)于提供業(ye)務發(fa)(fa)展的(de)(de)協(xie)同(tong)性和(he)(he)效(xiao)(xiao)(xiao)率。銀(yin)(yin)行(xing)(xing)保(bao)險的(de)(de)深層合(he)(he)作可(ke)以(yi)(yi)充分(fen)發(fa)(fa)揮兩者(zhe)在管(guan)理系(xi)統和(he)(he)經驗、廣泛的(de)(de)分(fen)支機構、良好的(de)(de)品牌效(xiao)(xiao)(xiao)應以(yi)(yi)及(ji)(ji)銀(yin)(yin)行(xing)(xing)的(de)(de)資金(jin)賬戶等資源(yuan)的(de)(de)協(xie)同(tong)和(he)(he)共享;銀(yin)(yin)行(xing)(xing)保(bao)險融(rong)合(he)(he)后,擁有統一的(de)(de)營(ying)銷目標(biao)和(he)(he)戰略(lve),可(ke)以(yi)(yi)在目標(biao)市(shi)場(chang)(chang)選擇、產品開(kai)發(fa)(fa)、促銷和(he)(he)人員管(guan)理等方(fang)面發(fa)(fa)揮協(xie)同(tong)效(xiao)(xiao)(xiao)應;當銀(yin)(yin)行(xing)(xing)保(bao)險實(shi)現渠道(dao)的(de)(de)整合(he)(he)后,銀(yin)(yin)行(xing)(xing)保(bao)險的(de)(de)業(ye)務經營(ying)就有了(le)(le)明(ming)確的(de)(de)發(fa)(fa)展通道(dao),也(ye)為實(shi)現銀(yin)(yin)保(bao)合(he)(he)作提供了(le)(le)切實(shi)保(bao)障(zhang)。