我国保险业服务创新现状分析——基于浙江省的调研

Survey on Service Innovation in Insurance:Zhejiang Case

本文对30家在浙保险公司进行了问卷调查,分别从创新的目标与战略、创新的类型、创新的机制等方面对其服务创新的现状进行了分析,得到如下结论:第一,大型保险公司更加注重强化管理基础,并不断进行管理创新;中小型国有控股保险公司继续加快网点建设步伐,实现超常规发展;外资保险公司则充分利用其在技术、管理等方面的优势,在局部地区或领域形成一定的竞争优势。第二,各保险公司在深化传统渠道的同时,不断加大了创新渠道的力度。第三,在未摆脱价格竞争的同时,我国保险业的市场竞争逐步向产品、服务、管理、品牌、技术等全方位延伸。

Based on the service innovation research of 30 insurance companies in Zhejiang pvovince, the analysis separates into three parts as innovation goal and strategy, innovation type and innovation mechanism. The results are as follows： first, big insurance companies pay more attention to the management innovation to improve the service ability and so make the steady increase of the business; middle and small domestic insurance companies emphasis on branches building, expanding their distribution by recruiting lots of individual agents; foreign insurance companies make good use of their technical and management advantage to occupy the local areas. Second, marketing competition extends from traditional channel to new channels, such as cooperate with other institutions like banks, explored new marketing channels such as online insurance and tele-insurance. Last, competition forms gradually from single price upward to overall aspects as products, services, management, brands and techniques.