TP保险公司四川分公司银行保险业务关系营销研究

发布时间：2018-02-25 09:31

本文关键词： 银行保险关系营销营销策略客户关系管理　出处：《电子科技大学》2014年硕士论文　论文类型：学位论文

【摘要】：银行保险于上世纪七十年代末起源于欧洲,之后在全球快速发展并成为了一种全球性的金融业务。在我国,它于二十世纪末出现,经过近二十年的发展,也开始进入了规范化阶段。但是在新的经济环境、政策环境、社会环境和技术环境下,我国的银行保险在面临着发展困境的同时也遇到了转型机遇。本文以关系营销在TP保险公司四川分公司银行保险业务中的应用为研究对象,以应用关系营销的LOCK项目为实际分析案例,对实施项目前后的业绩从多维度进行分析,从而说明关系营销是否能够提升新形势下的营销业绩,并对该公司如何发展关系营销做了进一步的分析。本文首先介绍了银行保险和关系营销理论,在对二者的定义、发展历史及国内外研究现状进行综述的基础上,阐明了关系营销在我国实施的必要性、现状及存在的问题。其次,对TP保险公司四川分公司银行保险业务所处的业务环境、存在的问题进行了分析,并对其营销策略存在的问题和对策进行分析,在此基础上提出了如何发展关系营销。最后,对应用关系营销的LOCK项目从多维度进行了介绍和比较性分析。随后,给出了关系营销能够提升银行保险业绩的结论,并指出了银行保险应该从哪些方面应用并发展关系营销。
[Abstract]:Bancassurance originated in Europe at the end of -30s, then developed rapidly in the world and became a kind of global financial business. In our country, it appeared at the end of 20th century, after nearly 20 years of development, But in the new economic environment, the policy environment, the social environment and the technological environment, The bancassurance of our country is facing the difficult situation of development and the opportunity of transformation. This paper takes the application of relationship marketing in the bancassurance business of Sichuan branch of TP insurance company as the research object. Taking the LOCK project of applying relational marketing as a practical case, this paper analyzes the performance of the project from multiple dimensions before and after the implementation of the project, so as to explain whether the relationship marketing can promote the marketing performance under the new situation. This paper first introduces the theory of bancassurance and relationship marketing, on the basis of summarizing the definition, development history and domestic and foreign research status of the two. This paper expounds the necessity, present situation and existing problems of implementing relationship marketing in China. Secondly, it analyzes the business environment and existing problems of banking insurance business in Sichuan Branch of TP Insurance Company. On the basis of analyzing the problems and countermeasures of its marketing strategy, this paper puts forward how to develop relational marketing. Finally, the LOCK project of applying relational marketing is introduced and compared from multiple dimensions. This paper gives the conclusion that relationship marketing can improve the performance of bancassurance, and points out how to apply and develop relationship marketing in bancassurance.
【学位授予单位】：电子科技大学
【学位级别】：硕士
【学位授予年份】：2014
【分类号】：F842.3;F274

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