河南银行保险发展策略研究

发布时间：2018-06-09 13:40

本文选题：银行保险 + 战略　；参考：《河南大学》2012年硕士论文

【摘要】：至2010年，国内保险业保持十年快速增长，年平均复合增长率超过42%。2011年，国内保险行业第一次出现市场低迷，年负增长12%；2012年前8个月的银行保险业，同比负增长30%，银行保险十年的高速增长期宣告结束。银行和保险监管政策发生了重大变化，，90号文件颁布，取消了银行保险驻点销售，对银行保险业务的发展产生重大影响。销售模式发生了重大变化，银行工作人员需要直接销售给客户产品。银行和保险公司在销售过程中发生角色的改变，银行作为销售方，对保险公司作为服务和培训提供者的专业能力的要进一步提高。监管变化引起全行业销售模式转型，银行和保险公司都提出了更高的要求，银保合作双方还需要时间来充分磨合和消化此次转型的影响，探索新的销售增长模型。河南银行保险业十一年的发展，经历了高潮到低迷的过程，本文以银行保险的角度，从市场情况，措施落实，市场环境，销售渠道的发展和监管政策变化来分析对企业发展的影响，同时，深入分析行业竞争环境和客户的需求，并详细分析了河南银行保险发展的优势和劣势，找出促进持续发展的措施，以产品的过渡，渠道的差异化战略为基础和创新的销售模式为基础，继续促进队伍建设，提高专业水平，促进银行代理保险业务的持续健康发展。首先，本文介绍了银行保险业务的基本定义，分析其影响，地位和作用。分析国家和河南保险市场的现状和行业发展的趋势，围绕企业的经营战略。然后，在河南银行保险业务的发展过程中，通过比较分析当前的发展现状和特点，通过SOWT分析方法，对各个保险公司河南银行保险市场面临的机遇和挑战进行了讨论，分析银行保险在河南市场的营销策略，渠道管理，团队管理等方面存在的问题，并运用相关理论进行深入的原因分析。最后，结合目前河南市场实际，银行保险业务发展中存在的主要问题，在市场营销、渠道合作、产品创新、模式创新、队伍建设等方面提出了银行保险业务发展的可行对策。
[Abstract]:In 2010, the domestic insurance industry maintained a decade of rapid growth, with an annual average compound growth rate of more than 42.2011. For the first time, the domestic insurance industry experienced a downturn in the market, with an annual negative growth rate of 12 percent. In the first eight months of 2012, the banking and insurance industry, Negative year-on-year growth of 30, bancassurance 10 years of high-speed growth period declared the end. Major changes have taken place in the banking and insurance regulatory policies, with the promulgation of document No. 90, which eliminated the bancassurance sales, and had a major impact on the development of the bancassurance business. Major changes have taken place in sales patterns, and bank staff need to sell products directly to customers. The role of banks and insurance companies in the sales process has changed, and banks, as sales parties, need to further enhance the professional competence of insurance companies as service and training providers. Regulatory changes have led to the transformation of the entire industry's sales model. Banks and insurance companies have put forward higher requirements. It will take time for both banks and insurance partners to fully run in and digest the impact of this transformation. This paper explores a new model of sales growth. The 11-year development of Henan's banking and insurance industry has experienced a process of climax to depression. This paper, from the perspective of bancassurance, from the perspective of market situation, implementation of measures, market environment, The development of sales channels and the changes of regulatory policies to analyze the impact on the development of enterprises, at the same time, in-depth analysis of the industry competitive environment and customer needs, and detailed analysis of the advantages and disadvantages of the development of Henan bancassurance. Based on product transition, channel differentiation strategy and innovative sales model, we should continue to promote team building, improve professional level, and promote the sustainable and healthy development of bank agency insurance business. First, this paper introduces the basic definition of bancassurance business, analyzes its impact, status and role. This paper analyzes the present situation of the insurance market in China and Henan and the trend of the development of the industry, and revolves around the management strategy of the enterprise. Then, in the course of the development of Henan bancassurance business, through the comparative analysis of the current development status and characteristics, through the SOWT analysis method, the paper discusses the opportunities and challenges faced by every insurance company in Henan bancassurance market. This paper analyzes the problems existing in the marketing strategy, channel management and team management of the bank insurance in Henan market, and makes a deep analysis of the reasons by using the relevant theories. Finally, combining with the actual situation of Henan market and the main problems existing in the development of bancassurance business at present, this paper puts forward some feasible countermeasures for the development of bancassurance business in the aspects of marketing, channel cooperation, product innovation, mode innovation, team building, and so on.
【学位授予单位】：河南大学
【学位级别】：硕士
【学位授予年份】：2012
【分类号】：F842.3;F832.3

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