中国人寿广州分公司银行保险营销策略研究

发布时间：2018-01-29 12:20

本文关键词： 营销策略保险营销银行保险　出处：《兰州大学》2013年硕士论文　论文类型：学位论文

【摘要】：银行保险起源于20世纪70年代欧洲,是指银行与保险公司相互合作,透过银行渠道提供保险产品和服务,是金融一体化的产物,作为一种新型的保险销售模式在全球迅速得到发展。 20世纪90年代银行保险在我国正式起步,在随后的发展当中其地位迅速得到提升。目前,银行保险渠道已成为寿险保费的重要来源之一。中国人寿保险股份有限公司广州市分公司是较早汲足银行保险业务的企业之一,其保费规模及增长速度一直呈现较快的发展态势。但随着广州银行保险竞争主体的快速增加及激烈的市场竞争环境下,银行保险业务面临诸如银行手续费不断上涨、产品结构单一、误导销售等问题,制约了公司业务的健康发展。本文通过对中国人寿广州市分公司银行保险业务的市场营销环境进行研究,对目前公司发展过程中遇到的各种营销问题进行剖析,以及对公司自身发展过程中的优势与劣势,外部市场环境的机会与威胁等各种影响因素进行深入分析与总结,制定出针对中国人寿广州银行保险的营销策略方案。同时,为保证方案的顺利推进,拟定一套保障措施,使营销策略方案的实施能够真正发挥作用。本文根据笔者在保险业的工作与思索,结合MBA理论知识的学习,理论联系实际,制定出切实可行的营销策略及保障措施。对中国人寿广州分公司银行保险有实际指导意义,同时也希望对我国其它保险公司及相关政府监管部门也能提供一些参考。
[Abstract]:Bancassurance originated in Europe in the 1970s. It means that banks and insurance companies cooperate with each other to provide insurance products and services through the banking channels. It is the product of financial integration. As a new insurance sales mode, it has been developing rapidly all over the world.
In 1990s the bank insurance officially started in our country, in the subsequent development of its position rapidly improved. At present, the bancassurance has become an important source of life insurance premiums. China life insurance Guangzhou branch of the Limited by Share Ltd is one of the earlier Ji foot bank insurance business enterprise, its premium scale and economic growth has been rapid development trend. But with the rapid increase of the main bank of Guangzhou insurance market competition and fierce competition in the market environment, the bank insurance business faces such as bank charges are rising, single product structure
First, the problem of misleading sales has restricted the healthy development of the company's business.
In this paper, based on the research of the city of Guangzhou China life insurance business, bank marketing environment, a variety of marketing problems of the company in the development process are analyzed, and the advantages and disadvantages of the company's development process, the external market environment opportunities and threats of various factors are analyzed and summarized, develop according to the marketing strategy of Bank of Guangzhou Chinese life insurance. At the same time, in order to ensure the smooth progress of the project, a set of security measures, the implementation of marketing strategy can really play a role.
On the basis of the work in the insurance industry and thinking, combined with learning MBA theory of knowledge, theory and practice, formulate marketing strategy and feasible measures. It has practical significance for the China life insurance company Guangzhou branch bank insurance, also hope to provide some reference to China's other insurance companies and government supervision department.

【学位授予单位】：兰州大学
【学位级别】：硕士
【学位授予年份】：2013
【分类号】：F274;F842.3

【参考文献】