当前我国保险营销渠道及运营模式存在销售人员分离、销售产品区隔、客户需求撕裂、销售活动分裂、薪酬政策割裂、前勤系统与后勤系统脱裂等缺陷。我国金融保险业面临综合经营已成定势;国际国内保险竞争加剧,保险公司面临经营转型;客户需求越来越多元化、个性化,客户满意成为企业营销的核心理念等新的营销环境。鉴于这种背景,“整合资源,交叉销售”应成为我国保险公司营销渠道运营模式的创新选择,为保证该模式的成功运行,应正确理解“整合”与“交叉”的内涵;应在客户细分的基础上开发多元化、多层次产品体系,以满足客户多元需求;应建立具有横向协作职能的扁平化组织架构;应建立既有区别又有融通的渠道考核机制等。 At present, China’s insurance marketing channels and operating modes include the separation of salespersons, the separation of sales products, the tearing of customer needs, the splitting of sales activities, the fragmentation of remuneration policies and the failure of front service and logistics systems. China’s financial and insurance industry is confronted with the trend of integrated management. The competition in international and domestic insurance is aggravated. Insurance companies are faced with business transformation. Customer demand is increasingly diversified and personalized. Customer satisfaction has become the new marketing environment of the core concept of corporate marketing. In view of this background, “integration of resources, cross-selling ” should become an innovative choice of the insurance company’s marketing channel operation mode, in order to ensure the successful operation of the model, we should correctly understand the “integration” and “cross” Connotation; should be based on customer segmentation based on the development of diversified, multi-level product system to meet the diverse needs of customers; should establish a horizontal cross-organizational functions of the organizational structure should be established both the differences and convergence of the channel assessment mechanism .