畢業(yè)設計(論文)外文參考資料及譯文淺析中小保險公司營銷策略

1、畢 業(yè) 設 計（論 文）外 文 參 考 資 料 及 譯 文 設計(論文)題目： 淺析中小保險公司營銷策略 學生姓名：朱曉杰 學 號： 0721110411 專業(yè)： 金融學 所在學院： 龍蟠學院 指導教師： 王泓穎 職稱： 副教授 2011年3月9日insurance marketing: creating a successful marketing strategy for the insurance industry in sierra leonekortor kamara - about the author:the author, mr. kortorkamara has over 2

2、5 years experience in the insurance industry both in sierra leone and the united states. he is a chartered property & casualty insurer and holds the workers compensation claims professional (wccp) designation. he is a member of the chartered insurance institute (london); certified self-insurance cla

3、ims administrator-state of california; registered world bank consultant and has served as a consultant on various insurance initiatives in sierra leone, including design of the countrys first title insurance policy. in addition, mr. kamara is a graduate of fourah bay college, university of sierra le

4、one, 1978-1981; studied law at both the univerisity of west los angeles school of law and the california southern school of law in riverside. he is currently a doctoral candidate in insurance and risk management. through association with saddleback re, were he serves as the regional manager, africa

5、division, mr. kamara is intimately involved in the provision of reinsurance coverage, policy design, loss control, training and risk management services to the african insurance marketplace. mr. kamara can be contacted at kortorkamara.overview:a common perception about insurance in most african coun

6、tries is that carriers generally fail to honor policy contracts when insured losses occur, and in most cases resort to fine prints embedded in these insurance contracts to either deny claims or substantially reduce claim payments. such is the refrain heard not only among insurance policyholders and

7、customers but with alarming regularity from the general public, thus resulting in the adverse and low penetration rate of insurance products and services in most african countries.though several factors can be readily identified as drivers of this perception including the lack of adequate understand

8、ing of the insurance contract, its terms and conditions, limitations, coverages, exclusions and deductibles including the legal and regulatory framework in various countries; the focus of this article is how the role of insurance marketing and sales, including its technological, regulatory and manag

9、ement strategies, can be utilized as an effective educational vehicle in changing not only the above perception but making the claims process more transparent and beneficial to the policyholders.there is thus a direct corollary between the marketing of insurance, the technical knowledge of the agent

10、, the types of coverages and policies available and whether a claim is denied or underpaid in the event of an insured loss.the sierra leone case study:for decades the marketing of insurance products and services in sierra leone has hinged primarily on the direct agency method, wherein companies empl

11、oyed agents earning salaries or as independent contractors being paid commissions on sales to merely sell and market their products. the marketing of life insurance products, property and liability policies such as fire, marine, accident and allied policies were always mostly marketed by these compa

12、ny agents.for example, while i was employed at the national insurance company (nic) 1981-1985, the companys sales cadre was its marketing officers who sometimes with little or no technical knowledge of the intricacies of risk management and the insurance products coverages merely sold policies as co

13、mmodities. the unpleasant task most often in advising policyholders that their claims were not covered under the terms of the insurance contract generally was our responsibility in the claims department. by then, it had become too late to remedy as the right coverage was not either sold to the polic

14、yholder by the agents or alternative umbrella policies that could have covered whatever gaps existed in the sold policy were not made available or explained to the policyholder. mostly issues of lack of coverage, adequacy of coverage for the losses claimed resulted in denial or underpayment of claim

15、s.the sales function of these agents revolved mainly around the marketing of products or policies with little or no product differentiation or creativity in their design and marketing to meet the contemporary risks confronting a country such as sierra leone, emerging from a decade long civil war and

16、 longing for creative policies to address her developmental aspirations.for example, the old kebbay insurance syndrome, practiced in sierra leone where an insurance company became so notorious in the practice of collection of motor premiums from customers without any concomitant claims payout when a

17、ccidents occurred. such a practice as prevalent in the sierra leone insurance marketplace of the 1970s through 1990s must be prevented from rearing its ugly head in todays marketplace.marketing as defined by the american marketing association (ama) is the performance of business activities that dire

18、ct the flow of goods and services from the producer to the ultimate consumer. property, casualty and liability insurance marketing however not only includes the traditional marketing sales function but incorporates services such as customer needs analysis, market segmentation, product development an

19、d distribution that must be incorporated into a successful marketing mix.insurance marketing:a fundamental principle of insurance marketing dictates that insurance products and policies must be marketed and sold primarily on the basis of the need for security and the ability of the insurance product

20、 and policy to provide adequate financial security from fortuitous losses. moreover, new sources of production of business that includes new ways of selling old traditional insurance policies and products, in conjunction with the marketing of new services, such as risk management, loss control and l

21、oss adjustment services should be pursued by insurance companies. loss controlhowever, in some lines of insurance, a governmental-legal or regulatory compulsion to insure is the driving factor. for example, purchase of automobile liability insurance is required by law in most jurisdictions the world

22、 over. the recently advocated proposed requirement of a title insurance policy in real estate transactions in sierra leone and a national health insurance or workers compensation insurance policy are all examples of such a legal mandatory requirement.to a large extent these have and continue to be t

23、he principles and services absent in the marketing mix of insurance products in sierra leone, thus resulting in recent spectacular failures in the introduction of new products and or failures in the market penetration of various new diverse policies into the insurance marketplace. as an example, the

24、 failure of various insurance companies including the spectacular failure of the countrys largest insurance company, the national insurance company (nic) to effectively introduce and market a national health insurance policy (nicare) since 2004 is a case study of a monumental marketing failure requi

25、ring analysis in a future article.the sales function:to be successful however an insurance producer/agent must develop other skills in addition to the sales skills to include:1) technical expertise in insurance principles and coverages- as customers usually depend on their agents for guidance in sel

26、ecting the proper combination of insurance products and identification of gaps in coverages.2) skills in the analysis of consumer needs through risk management identification techniques and the tailoring of insurance programs are a prerequisite.the first step in managing a consumers risk needs is th

27、rough the identification and analysis of the loss exposures to which a customer is exposed or subjected to through an insurance survey. the agent must educate and be able to impact sufficient knowledge of the clients loss exposures and available coverages and other non-insurance transfer mechanisms

28、to the customer.sales management: generally, the concept of sales management in insurance involves the active participation and direction accorded the sales force by management in ensuring the nature and amount of business desired by the insurance carrier. this entails the determination by managemen

29、t of:1) the segments of the available market that can be reached most effectively by the companys agents.2) the nature of the product/policy that will be most appealing to the selected market segments and most profitable to the insurer.3) how best to select, train and motivate producers/agents to se

30、ll to the selected market segments.the selection of geographic, demographic and or industrial segments of the market to target in the marketing of insurance products ensures effective market segmentation and effective use of resources. the demographic groupings may be further delineated by such char

31、acteristics as age, income, occupation and sex.with the utilization of such a technique for example, diverse insurance policy coverages covering health, medical, accident, disability and workers compensation to name but a few, could be tailored and offered to such segments as civil servants, parliam

32、entarians, teachers, college lecturers, healthcare providers, okada riders and farmers throughout the country. the same could apply to the security segment including policies specifically designed to meet the needs of the military and police forces.moreover, through utilization of product differenti

33、ation techniques in its marketing mix, an insurance carrier can maintain and increase its market share. these can be accomplished by changing the standard coverage provisions in the contract; charging a different price and by providing a different level of service than the competition.technologies:

34、with the gradual installation of computers in insurance companies in sierra leone, new technologies are poised to play a major role in the coordination of marketing strategies, planning and studies including new products and services, consumer attitudes, market potentials and sales forecasting. the

35、use of computers for not only accounting, statistical analysis and rate making and issuance of policies and endorsements but also insurance marketing must be vigorously pursued by individual companies.the establishment of a marketing database by insurance companies separate and apart from the underw

36、riting and claims databases must a step in the right direction in implementation the new marketing strategy. marketing challenges:the challenge thus facing the local industry is the need for diversification of insurance products better tailored and suited to meet the needs and development of the cou

37、ntry. for while the insurance industry can play a very significant and critical role in a nations developmental process, the challenge currently being faced is how our insurance professionals respond by creatively introducing insurance policies, instruments and marketing techniques to serve as a bas

38、is for the countrys sustained economic development.in the united states there are four distinguishable systems for marketing property and liability insurance. these include:1. independent agency system.2. the exclusive agency system (also known as the captive agency system).3.the direct writing syst

39、em.4. the direct mail system.the system primarily in use in the sierra leone insurance market is the direct writing system wherein individual carriers employ their paid agents and employees to exclusively market only their policies. however, if the insurance market in sierra leone is to survive and

40、grow, as new players and products such as the national health insurance scheme and the national title insurance scheme are introduced into the marketplace, then the development of a new bred of producers, agents and marketing systems must be pursued to forestall the failures of recent new policy int

41、roductions. these must include and incorporate the direct mail, agency and technology systems.to effectuate this new marketing goal a sales force must be recruited and trained into the intricacies of the insurance business and policies being introduced and marketed with realistic production objectiv

42、es, marketing policies and strategies and implementation of an advertisement and promotion .參考譯文：淺析中小型保險公司的營銷策略概述：保險營銷：創(chuàng)建在塞拉利昂保險業(yè)成功的營銷策略談談保險在大多數(shù)非洲國家的普遍看法是，保險公司普遍未能履行合同的條款發(fā)生保險損失時，在大多數(shù)訴諸法庭情況下，打印在這些保險合同的承保人要么拒絕索賠，要么大幅降低賠償金。這是不僅是保險保單持有人及客戶，而且與一般市民驚人相似的規(guī)律，從而在保險產(chǎn)品和服務在大多數(shù)非洲國家的不利和低滲透率。雖然有多種因素可以很容易地確定為這一看法的原

43、因，包括了保險合同，其條款及條件，限制，覆蓋范圍，排除和免賠額，包括在各個國家的法律和監(jiān)管框架缺乏足夠的了解，本文重點是怎樣的保險營銷和銷售的作用，包括它的技術，管理和經(jīng)營策略，可以作為一個有效的教育，改變保險的使用，不僅使上述看法消失，而且使得保險過程更加透明，有利于保單持有人。 因此，保險公司之間的保險代理的技術知識，覆蓋范圍和營銷政策的種類以及是否要求被拒絕或事件的保險損失少繳不同的直接的必然結果。 塞拉利昂的案例研究（the sierra leone case study）： 幾十年來的保險產(chǎn)品和服務營銷在塞拉利昂主要有鉸鏈“直接代理”的方法，其中公司雇用的人員的工資或收入被作為獨立的

44、承包商支付的傭金只是在銷售和市場銷售其產(chǎn)品。保險產(chǎn)品的生命，財產(chǎn)，如火災，海洋，事故責任的政策和相關政策，市場總是大多由這些公司代理銷售。 例如，雖然我是在國家保險公司（nic）的1981-1985年受聘，該公司的銷售干部不論它的營銷人員是否很少或根本沒有風險管理和保險產(chǎn)品的覆蓋范圍的復雜的技術知識只是出售規(guī)定商品。硬著頭皮在通知他們的要求沒有根據(jù)保險合同的條款的范圍內(nèi)最常見的一般投保人在索賠時是我們部門的責任。到那時，它已成為來不及補救的權利機構，要么由代理商銷售或替代品，可以覆蓋任何在銷售政策上的差距，以投保人未提供或解釋誰是保單持有人為由。主要是缺乏覆蓋范圍，是否覆蓋的損失索賠問題導致拒

45、絕或減少賠償金額。當?shù)乇ｋU公司銷售圍繞著產(chǎn)品或政策，很少或根本沒有產(chǎn)品差異性。在其設計和營銷創(chuàng)意行銷的主要是這些藥物，以滿足當?shù)氐娘L險，例如塞拉利昂面對一個國家，從一個長達十年的內(nèi)戰(zhàn)和渴望新興創(chuàng)造性的政策，以解決她的發(fā)展愿望。 例如，舊的“kebbay”保險證，在塞拉利昂實行條保險公司變得如此臭名昭著沒有任何索賠的支出隨之而來的車保費收集顧客的做法時，意外發(fā)生了。因此，如塞拉利昂1970年保險市場普遍做法的到1990年的大部分被禁止飼養(yǎng)在今天的市場上它丑惡的頭。 市場所定義的美國市場營銷協(xié)會（ama），是經(jīng)營活動的績效，直接從生產(chǎn)商的商品和服務流向最終消費者。財產(chǎn)，傷亡及責任保險行銷然而不僅包

46、括傳統(tǒng)的市場營銷職能，而是采用，如客戶需求分析，市場細分，產(chǎn)品開發(fā)和分銷，必須將之納入一個成功的營銷組合服務。 保險營銷（insurance marketing）： 對保險營銷的基本原則決定了保險產(chǎn)品和政策必須在市場上銷售，主要對安全的需要和保險產(chǎn)品和政策有能力提供足夠的財政損失，從偶然安全的基礎出售。此外，對企業(yè)生產(chǎn)銷售，其中包括與新的服務，如風險管理，損失控制和損失理算服務，營銷應由保險公司奉行的政策和舊的傳統(tǒng)保險產(chǎn)品的同時，新方法的新來源。 然而，在一些保險線，政府，法律或法規(guī)強制投保是驅動因素。例如，購買汽車責任保險是最需要在世界各地的司法管轄區(qū)的法律。最近主張在房地產(chǎn)交易產(chǎn)權保險政策，塞拉利昂和國家醫(yī)療保險或工人賠償保險的政策建議的規(guī)定是這樣的法律強制規(guī)定所有的例子。 在很大程度上，這些已經(jīng)和繼續(xù)服務的原則和在塞拉利昂的保險產(chǎn)品的營銷組合缺席，因此，在最近的壯觀故障所造成的在新產(chǎn)品的推出和或在各種不同的政策，新市場滲透的失敗