毕业设计(论文)外文参考资料及译文-浅析中小保险公司营销策略.doc

毕 业 设 计（论 文）外 文 参 考 资 料 及 译 文 设计(论文)题目： 浅析中小保险公司营销策略 学生姓名： 朱晓杰 学 号： 0721110411 专业： 金融学 所在学院： 龙蟠学院 指导教师： 王泓颖 职称： 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 25 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 Claims 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 Leone, 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 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 KortorK.OVERVIEW:A common perception about insurance in most African countries 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 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 understanding 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 management 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, 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 employed 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 company 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 commodities. 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 policyholder 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 claims.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 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 accidents 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 direct 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 and 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 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 loss 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 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 the 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 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 requiring 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 selecting 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 through 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 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 management 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 sell 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 characteristics 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, parliamentarians, 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 differentiation 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: 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 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 underwriting 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 country. 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 basis 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 system.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 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 introductions. 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 objectives, marketing policies and strategies and implementation of an advertisement and promotion .参考译文：浅析中小型保险公司的营销策略概述：保险营销：创建在塞拉利昂保险业成功的营销策略谈谈保险在大多数非洲国家的普遍看法是，保险公司普遍未能履行合同的条款发生保险损失时，在大多数诉诸法庭情况下，打印在这些保险合同的承保人要么拒绝索赔，要么大幅降低赔偿金。这是不仅是保险保单持有人及客户，而且与一般市民惊人相似的规律，从而在保险产品和服务在大多数非洲国家的不利和低渗透率。虽然有多种因素可以很容易地确定为这一看法的原因，包括了保险合同，其条款及条件，限制，覆盖范围，排除和免赔额，包括在各个国家的法律和监管框架缺乏足够的了解，本文重点是怎样的保险营销和销售的作用，包括它的技术，管理和经营策略，可以作为一个有效的教育，改变保险的使用，不仅使上述看法消失，而且使得保险过程更加透明，有利于保单持有人。 因此，保险公司之间的保险代理的技术知识，覆盖范围和营销政策的种类以及是否要求被拒绝或事件的保险损失少缴不同的直接的必然结果。 塞拉利昂的案例研究（THE SIERRA LEONE CASE STUDY）： 几十年来的保险产品和服务营销在塞拉利昂主要有铰链“直接代理”的方法，其中公司雇用的人员的工资或收入被作为独立的承包商支付的佣金只是在销售和市场销售其产品。保险产品的生命，财产，如火灾，海洋，事故责任的政策和相关政策，市场总是大多由这些公司代理销售。 例如，虽然我是在国家保险公司（NIC）的1981-1985年受聘，该公司的销售干部不论它的营销人员是否很少或根本没有风险管理和保险产品的覆盖范围的复杂的技术知识只是出售规定商品。硬着头皮在通知他们的要求没有根据保险合同的条款的范围内最常见的一般投保人在索赔时是我们部门的责任。到那时，它已成为来不及补救的权利机构，要么由代理商销售或替代品，可以覆盖任何在销售政策上的差距，以投保人未提供或解释谁是保单持有人为由。主要是缺乏覆盖范围，是否覆盖的损失索赔问题导致拒绝或减少赔偿金额。当地保险公司销售围绕着产品或政策，很少或根本没有产品差异性。在其设计和营销创意行销的主要是这些药物，以满足当地的风险，例如塞拉利昂面对一个国家，从一个长达十年的内战和渴望新兴创造性的政策，以解决她的发展愿望。 例如，旧的“Kebbay”保险证，在塞拉利昂实行条保险公司变得如此臭名昭著没有任何索赔的支出随之而来的车保费收集顾客的做法时，意外发生了。因此，如塞拉利昂1970年保险市场普遍做法的到1990年的大部分被禁止饲养在今天的市场上它丑恶的头。 市场所定义的美国市场营销协会（AMA），是经营活动的绩效，直接从生产商的商品和服务流向最终消费者。财产，伤亡及责任保险行销然而不仅包括传统的市场营销职能，而是采用，如客户需求分析，市场细分，产品开发和分销，必须将之纳入一个成功的营销组合服务。 保险营销（INSURANCE MARKETING）： 对保险营销的基本原则决定了保险产品和政策必须在市场上销售，主要对安全的需要和保险产品和政策有能力提供足够的财政损失，从偶然安全的基础出售。此外，对企业生产销售，其中包括与新的服务，如风险管理，损失控制和损失理算服务，营销应由保险公司奉行的政策和旧的传统保险产品的同时，新方法的新来源。 然而，在一些保险线，政府，法律或法规强制投保是驱动因素。例如，购买汽车责任保险是最需要在世界各地的司法管辖区的法律。最近主张在房地产交易产权保险政策，塞拉利昂和国家医疗保险或工人赔偿保险的政策建议的规定是这样的法律强制规定所有的例子。 在很大程度上，这些已经和继续服务的原则和在塞拉利昂的保险产品的营销组合缺席，因此，在最近的壮观故障所造成的在新产品的推出和或在各种不同的政策，新市场渗透的失