【正文】 ....................................................................................147二、建立財(cái)產(chǎn)保險(xiǎn)營(yíng)銷機(jī)制的可能性 ..............................................................................................147三、建立財(cái)產(chǎn)保險(xiǎn)營(yíng)銷機(jī)制的現(xiàn)實(shí)意義 ..........................................................................................149四、建立財(cái)產(chǎn)保險(xiǎn)營(yíng)銷機(jī)制的基本思路 ..........................................................................................149第二節(jié) 產(chǎn)險(xiǎn)營(yíng)銷及其發(fā)展分析 ............................................................................................................150一、產(chǎn)險(xiǎn)營(yíng)銷存在的依據(jù) ..................................................................................................................150二、我國(guó)現(xiàn)行產(chǎn)險(xiǎn)營(yíng)銷的反思 ..........................................................................................................151三、推行產(chǎn)險(xiǎn)營(yíng)銷需采取的對(duì)策 ......................................................................................................152第三節(jié) 基于利益關(guān)系的中小財(cái)險(xiǎn)公司互動(dòng)營(yíng)銷模式分析 ................................................................155一、對(duì)當(dāng)前存在的幾種主要營(yíng)銷模式的現(xiàn)狀分析 ..........................................................................155二、利益互動(dòng)營(yíng)銷模式的定義 ..........................................................................................................156三、利益互動(dòng)型營(yíng)銷模式的建立思路 ..............................................................................................157四、利益互動(dòng)型營(yíng)銷模式建立的基礎(chǔ) ..............................................................................................159第四節(jié) 從財(cái)產(chǎn)保險(xiǎn)產(chǎn)品的專業(yè)特性談營(yíng)銷平臺(tái)的建立 ....................................................................159一、影響產(chǎn)品營(yíng)銷的原因 ..................................................................................................................159二、產(chǎn)品營(yíng)銷平臺(tái)的建立 ..................................................................................................................161第五節(jié) 產(chǎn)險(xiǎn)公司保險(xiǎn)營(yíng)銷整合體系的建立 ........................................................................................164第六節(jié) 財(cái)產(chǎn)保險(xiǎn)市場(chǎng)營(yíng)銷機(jī)制的創(chuàng)新分析 ........................................................................................168一、國(guó)內(nèi)財(cái)險(xiǎn)市場(chǎng)營(yíng)銷機(jī)制存在的問題 ..........................................................................................168二、財(cái)險(xiǎn)市場(chǎng)營(yíng)銷機(jī)制創(chuàng)新的建議 ..................................................................................................169第七節(jié) 產(chǎn)險(xiǎn)營(yíng)銷體制改革分析 ............................................................................................................171一、產(chǎn)險(xiǎn)營(yíng)銷體制改革的動(dòng)因 ..........................................................................................................171二、產(chǎn)險(xiǎn)營(yíng)銷體制改革的現(xiàn)實(shí)選擇 ..................................................................................................172三、產(chǎn)險(xiǎn)營(yíng)銷體制改革的配套措施 ..................................................................................................174第八節(jié) 產(chǎn)險(xiǎn)營(yíng)銷渠道分析 ....................................................................................................................175一、選擇正確的銷售渠道 ..................................................................................................................176二、建設(shè)多種銷售渠道 ......................................................................................................................178三、渠道創(chuàng)新與渠道整合 ..................................................................................................................180第九節(jié) 從產(chǎn)壽險(xiǎn)差異看產(chǎn)險(xiǎn)個(gè)人營(yíng)銷發(fā)展 ........................................................................................182一、產(chǎn)壽險(xiǎn)的差異 ..............................................................................................................................182二、產(chǎn)險(xiǎn)個(gè)人營(yíng)銷的定位 ..................................................................................................................183三、產(chǎn)險(xiǎn)個(gè)人營(yíng)銷員隊(duì)伍的建設(shè) ......................................................................................................184四、適合個(gè)人營(yíng)銷的險(xiǎn)種開發(fā) ..........................................................................................................185第十節(jié) 財(cái)產(chǎn)保險(xiǎn)公司的營(yíng)銷分析 ........................................................................................................186一、財(cái)產(chǎn)保險(xiǎn)公司進(jìn)行保險(xiǎn)營(yíng)銷的必要性分析 ..............................................................................186二、我國(guó)財(cái)產(chǎn)保險(xiǎn)公司保險(xiǎn)營(yíng)銷的現(xiàn)狀 ..........................................................................................187三、對(duì)改善財(cái)產(chǎn)保險(xiǎn)營(yíng)銷的建議 ......................................................................................................187第八章 我國(guó)財(cái)產(chǎn)保險(xiǎn)的競(jìng)爭(zhēng)分析 ............................................................................................................189第一節(jié) 我國(guó)產(chǎn)險(xiǎn)市場(chǎng)競(jìng)爭(zhēng)模型分析 ....................................................................................................189一、我國(guó)保險(xiǎn)市場(chǎng)結(jié)構(gòu) ......................................................................................................................189二、寡占市場(chǎng)模型介紹 ......................................................................................................................189三、我國(guó)非壽險(xiǎn)市場(chǎng)競(jìng)爭(zhēng)模型 ..........................................................................................................189第二節(jié) 國(guó)有產(chǎn)險(xiǎn)企業(yè)培育核心競(jìng)爭(zhēng)力分析 ........................................................................................192第三節(jié) 開放進(jìn)程中財(cái)產(chǎn)保險(xiǎn)價(jià)格競(jìng)爭(zhēng)策略分析 ................................................................................198一、保險(xiǎn)市場(chǎng)不正當(dāng)價(jià)格競(jìng)爭(zhēng)的形式、原因及危害 ......................................................................198二、價(jià)格競(jìng)爭(zhēng)面臨的挑戰(zhàn) ..................................................................................................................199三、入世過程中財(cái)產(chǎn)保險(xiǎn)價(jià)格競(jìng)爭(zhēng)的策略 ......................................................................................199第四節(jié) 完善風(fēng)險(xiǎn)管理服務(wù)適應(yīng)產(chǎn)險(xiǎn)市場(chǎng)競(jìng)爭(zhēng)需求 ............................................................................201第九章 財(cái)產(chǎn)保險(xiǎn)業(yè)風(fēng)險(xiǎn)分析 ....................................................................................................................207第一節(jié) 風(fēng)險(xiǎn)管理技術(shù)在財(cái)產(chǎn)保險(xiǎn)公司經(jīng)營(yíng)管理中的應(yīng)用分析 ........................................................207一、風(fēng)險(xiǎn)管理技術(shù)在財(cái)產(chǎn)保險(xiǎn)公司經(jīng)營(yíng)中的地位及作用 ....................