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Title:VPLIV VSTOPA SLOVENIJE V EVROPSKO UNIJO NA TRŽNE POTI SLOVENSKIH ZAVAROVALNIC
Authors:ID Kranjc, Marjan (Author)
ID Završnik, Bruno (Mentor) More about this mentor... New window
Files:.pdf MAG_Kranjc_Marjan_2011.pdf (2,92 MB)
MD5: A101EAA9166FC1E9C5323B09047475D9
PID: 20.500.12556/dkum/b66d6d54-143e-4589-90b9-d673d14c96dc
 
Language:Slovenian
Work type:Master's thesis
Organization:EPF - Faculty of Business and Economics
Abstract:Glavni namen magistrske naloge je raziskati vpliv vstopa Slovenije v EU 1. maja 2004 na slovensko zavarovalništvo s poudarkom na tržnih poteh, ki jih za dosego trženjskih ciljev uporabljajo zavarovalnice v EU, v primerjavi s tržnimi potmi, ki so značilne za slovenske zavarovalnice. Ugotoviti želimo, ali so se alternativne tržne poti, ki so značilne za evropske zavarovalnice v zadnjih nekaj letih že prenesle v Slovenijo, oziroma ali so sploh prave za zelo konzervativno usmerjene slovenske zavarovance. Poseben poudarek pa bomo v tej magistrski nalogi namenili Zavarovalnici Triglav in njenim tržnim potem, saj je prav Zavarovalnica Triglav tista, ki zaradi svoje dolgoletne tradicije in velikosti v veliki meri usmerja slovensko zavarovalništvo. Prodaja zavarovalniških storitev je močno odvisna od pravilne izbire tržnih poti. Tradicionalni načini prodaje zavarovalniških storitev se vedno bolj umikajo novim načinom prodaje, ki jih omogoča hitri tehnološki napredek. Ne nazadnje pa vpliva na razvoj novih tržnih poti tudi čedalje večja konkurenca v zavarovalništvu, ki sili zavarovalnice, da so vedno bolj inovativne pri distribuciji svojih produktov. Načini distribucije zavarovalniških storitev pomembno vplivajo na tržni delež zavarovalnice ter na njeno dobičkonosnost, zato je razvijanje novih načinov trženja v njenem življenjskem interesu. Na to pa še dodatno vpliva pritisk zmanjševanja stroškov, kar nenehno zahteva iskanje novih tržnih poti v zavarovalništvu. Teh izzivov se zaveda tudi Zavarovalnica Triglav, ki vedno bolj sledi razvitim evropskim zavarovalnicam, saj bo le tako dolgoročno lahko ostala velik igralec na področju jugovzhodne Evrope. Z vstopom Slovenije v EU so se razmere v slovenskem zavarovalništvu spremenile, saj slovensko zavarovalništvo vse bolj čuti pritisk konkurence iz razvite Evrope. Danes evropskim zavarovalnicam ni potrebno več ustanavljati svojih podružnic v Sloveniji, saj po evropski zakonodaji lahko delujejo na vsem območju EU. To pa je dodaten razlog, da morajo slovenske zavarovalnice čim bolj približati ponudbo produktov evropskim standardom, saj si bodo le tako zagotovile obstoj na zahtevnem zavarovalniškem trgu. Zavarovalnica Triglav je zelo pomembna finančna institucija v Sloveniji, saj na slovenskem trgu zavzema malo manj kot 50% tržni delež. Tak tržni delež zahteva od Zavarovalnice Triglav tudi veliko odgovornost na področju trženja zavarovalniških storitev in izbiro pravih tržnih poti, ki ji bodo omogočile kar najboljšo prodajo svojih produktov. Zavarovalnica Triglav zaenkrat še trži svoje storitve s svojo lastno prodajno mrežo preko zastopnikov in komercialistov, vedno bolj pa sodeluje tudi z zavarovalnimi posredniki, ki čedalje pogosteje trkajo na vrata slovenskih zavarovalnic. Pri tem pa se zavarovalnica vse bolj ozira za sodobnimi načini tržnih poti, predvsem za bančnim zavarovalništvom in trženjem zavarovalnih storitev preko interneta in telefona. Velik izziv svetovnim in slovenskim zavarovalnicam predstavlja vprašanje, kako izkoristiti stroškovno učinkovitost visoke tehnologije in hkrati ne izgubiti osebnega stika z zavarovanci, ki ga omogočajo tradicionalne prodajne poti. V magistrski nalogi bomo poskušali prikazati tako tradicionalne kot sodobne tržne poti ter opozoriti na dobre in slabe strani le-teh. Zavarovalniška storitev zavzema v tržnem spletu prav posebno mesto. Zavarovalna storitev je nekaj neotipljivega. Gre predvsem za zaupanje zavarovancev, da bodo v primeru škode dobili neko povračilo. Vse te specifičnosti pa moramo upoštevati pri izbiri tržnih poti, saj bomo le na ta način optimizirali prodajo zavarovalniških storitev. Zavarovalnica Triglav se zaveda omejenosti tradicionalnih tržnih poti, zato se vedno bolj ozira po sodobnih tržnih poteh. Dobičkonosnost zavarovalnice postaja glavno merilo uspešnosti, zato smo prisiljeni iskati vedno nove načine distribucije zavarovalniških storitev s čim manjšimi stroški. Glavni problem pri pripravi magistrske naloge je bil v p
Keywords:zavarovalnica, zavarovanec, odškodnina, broker, lastni zastopnik, referent za sklepanje zavarovanj, premoženjska premija, življenjska premija, brokeraža, tradicionalne tržne poti, moderne tržne poti, bančno zavarovalništvo
Place of publishing:[Maribor
Publisher:M. Kranjc
Year of publishing:2011
PID:20.500.12556/DKUM-18970 New window
UDC:339.138
COBISS.SI-ID:10780956 New window
NUK URN:URN:SI:UM:DK:JOZSQAEC
Publication date in DKUM:14.10.2011
Views:3659
Downloads:386
Metadata:XML DC-XML DC-RDF
Categories:EPF
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Secondary language

Language:English
Title:The impact of Slovenia's EU integration into marketing channels in Slovenian insurance companies
Abstract:The main goal of Master's Thesis is to research the influence of Slovenia's accession to the EU on Slovenia's insurance business, with special emphasis on marketing channels which EU insurance companies use to reach their marketing objectives, compared to marketing channels typical for Slovenian insurance companies. We would like to find out whether the alternative marketing channels typical for European insurance companies in the last few years have already been transferred to Slovenia, or whether they are at all adequate for conservatively oriented Slovenian insurance companies. In this Master's Thesis we will pay special attention to Triglav Insurance Company and its marketing channels as Triglav Insurance Company is the one, which for the sake of its long tradition and size directs the Slovenian insurance business to great extent. The sale of insurance services depends to a great extent on the proper choice of marketing channels. Traditional ways of selling insurance services have increasingly been replaced by new ways of selling, which are possible due to rapid technological development.. Last but not least the development of new marketing ways is influenced by an increasing competition in the insurance business which compels insurance companies to be more and more innovative at distribution of their products. The ways of distribution of insurance services significantly influence on market share of an insurance company and its profitability, therefore development of new ways of marketing is their vital interest. And there is an additional influence of cost reduce which permanently demands the search of new ways of marketing channels in insurance business. Triglav Insurance Company is aware of these challenges and it is following developed European insurance companies more and more as it is the only way to remain in a long term an important actor in the area of South East Europe. The circumstances in Slovenian insurance business changed with Slovenia's accession to EU and Slovenian insurance business feels an increasing pressure of real competition from developed Europe. Today European insurance companies do not need to establish their subsidiaries, as according to EU law they can operate in the entire area of EU. And this is yet another reason that Slovenian insurance companies have to approach European standards at the offer of their products as it is the only way to ensure their existance on demanding insurance market. Triglav Insurance Company is an important finance institution in Slovenia as it has a 50% market share on Slovenian market. This market share demands a great responsibility in the field of marketing of insurance services and the choice of proper marketing channels which will enable it the best possible sale of its products. Triglav Insurance Company is for now still marketing its services within its own sales network through agents and commercial clerks but it is more and more working with insurance.brokers who are knocking on the doors of Slovenian insurance companies. And it is increasingly taking into accountthe contemporary ways of marketing channels, above all the bank insurance business and marketing of insurance services through internet and telephone. A great challenge to Slovenian and worldwide insurance companies is the question how to use the cost efficiency of high technology and at the same time not to lose the personal contast with insurees which is enabled by traditional marketing channels. In the Master's Thesis we will try to present traditional as well as cotemporary marketing channels and emphasize the good and bad points of both of them. An insurance service has a special position in the marketing mix. An insurance service is something unreal. It is above all the trust of insurees that they will get a return in a case of loss. We have to take into account all these particularities when choosing marketig channels as this is the only way to optimize the sale of insurance services. Triglav Insurance Company is aware of limitation of traditional markering channel
Keywords:insurance company, insured, indemnity, broker, tied agent, sales representative, property premium, life premium, brokerage, tradicional marketing channels, modern marketing channels, bankassurance


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