大连理工大学专业学位硕士学位论文
摘
要
随着经济和社会发展变革进程的深入，中国寿险行业正在发生巨大的转型。我国的
寿险行业在经过十余年的飞速发展之后，保费增速逐渐开始放缓，寿险营销渠道的问题
也逐渐显露。营销渠道建设是寿险营销模式得以顺利开展的基础，恰当的寿险营销渠道
将助推寿险公司形成独特的竞争力和竞争优势，在行业转型期实现弯道超车。因此，保
险公司完善与创新寿险营销渠道至关重要。
本文运用文献研究法，研究和借鉴了国内外有关营销渠道、保险营销渠道方面的理
论、发展等文献资料，为本文的写作提供了理论依据。通过案例研究法，详细收集行业
及 YG人寿辽宁分公司各项经营、管理信息。本文以 YG人寿辽宁分公司为主要研究对
象，以 4P理论为基础分析 YG人寿辽宁分公司营销渠道的现状，并对该公司个险、银
保、团险、经代渠道的具体情况进行介绍。通过分析得出，YG人寿辽宁分公司目前在
资源竞争、渠道结构和渠道经营成本等方面存在问题，并具体分析各类问题背后的深层
原因。通过对宏观环境的分析、行业与竞争者的分析、市场及消费者的行为分析，具体
分析 YG人寿辽宁分公司的营销渠道环境。结合 YG人寿辽宁分公司的营销现状和市场
情况，提出营销渠道的调整和优化策略，最后针对该公司提出了实施保障。
本文认为，YG人寿辽宁分公司营销渠道存在的问题是渠道间存在竞争；渠道结构
失衡；渠道经营成本高。根据营销渠道相关理论，现阶段的渠道优化策略可以从降低渠
道竞争、渠道结构优化、渠道成员优化和渠道管理水优化四个方面入手。
本文的研究内容对于该公司来说，有助于提升其自身营销渠道竞争力，从而为企业
获得市场上差异化的竞争优势；对寿险行业来说，为行业提供了保险营销渠道方面的研
究案例，助力保险行业理论研究不断深入，行业持续向好发展。
关键词：人寿保险；营销渠道；渠道管理；优化策略
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YG人寿辽宁分公司营销渠道优化策略研究
Research on marketing channel optimization strategy of YG Life
Insurance Liaoning Branch
Abstract
With the deepening of financial integration, China's life insurance industry has
undergone tremendous changes. The impact of the new crown epidemic on the economy has
accelerated the transformation of life insurance marketing models. Appropriate life insurance
marketing model will help life insurance companies to form unique competitive advantages,
and achieve curve overtaking during the industry transition period. Therefore, innovative
insurance marketing models are very important for insurance companies in the new era.
The thesis adopts the literature research method, learns from domestic and foreign
literature about marketing channels, marketing channel reforms and insurance marketing
channels, and lays a theoretical foundation for the research of this article. Through the case
study method, detailed collection of industry and YG Life Liaoning branch business and
management information. The thesis takes YG Life's Liaoning branch as the research object,
analyzes the status quo of YG Life's Liaoning branch's marketing channels based on the 4P
theory, and introduces the company's individual insurance, bancassurance, group insurance,
and economic agency channels. It is concluded that YG Life’s Liaoning branch currently has
problems in resource competition, channel structure and channel operating costs, and
specifically analyzes the underlying reasons behind. Through macro-environment analysis,
industry and competitor analysis, market and consumer behavior analysis, specific analysis of
the marketing channel environment of YG Life's Liaoning branch. Combining the actual
situation of YG Life's Liaoning branch, put forward marketing channel optimization ideas and
optimization strategies, and finally put forward the implementation guarantee of YG Life's
Liaoning branch's marketing channels.
The thesis believes that the problems in the marketing channels of YG Life's Liaoning
branch are competition among channels; channel structure imbalance; channel operating costs
are high. According to the relevant theories of marketing channels, the current channel
optimization strategy can start from four aspects: channel relationship optimization, channel
structure optimization, channel member optimization, and channel management water
optimization.
This thesis researches on the marketing channel optimization strategy of YG Life
Insurance Liaoning Branch. For the company, it helps to enhance the competitiveness of
marketing channels, so as to provide enterprises with differentiated competitive advantages in
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大连理工大学专业学位硕士学位论文
the market; for the life insurance industry, provide the industry with Research cases on
insurance marketing channels have been introduced to help the insurance industry continue to
deepen theoretical research and the industry continues to develop.
Key Words：Life Insurance; Marketing Channel; Channel Management; Strategy
Optimization
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