监管新政下TA保险公司银保业务的销售策略研究

发布时间：2018-03-12 11:36

本文选题：监管新政　切入点：销售策略　出处：《华东理工大学》2017年硕士论文　论文类型：学位论文

【摘要】：随着我国金融体系不断走向全面开放,各类保险公司、财险公司所面对的市场竞争压力越来越大。在业务发展战略方面,银保合作模式逐渐成为国际保险业的发展趋势之一和保险公司选择的业务渠道之一。2014年1月,中国保险业监督管理委员会和中国银行业监督管理委员会联合下发《关于进一步规范商业银行代理保险业务销售行为的通知》(保监发[2014]3号)。上述新政的发布对迅速发展中的银行保险业务提出了新要求,产生了新的影响和效应。本文选取新生公司—TA保险公司为研究对象,在分析监管新政对其银保业务的短长期效应的基础上,研究政策对TA保险公司的影响,并提出TA保险公司应对监管新政影响的销售策略。包括合作转型策略、产品销售策略、客户销售策略以及销售渠道策略,并提出了相应的保障措施,如树立以客户为中心的理念、重视相关培训,建立专业化销售队伍等。本文的研究结果帮助TA保险公司应对监管新政的影响,提高TA公司应对政策风险的能力和银保业务的发展能力,同时也对其他保险公司的发展提供参考。
[Abstract]:As China's financial system continues to move towards a comprehensive opening, all kinds of insurance companies and property insurance companies are facing increasing market competition pressure. In terms of business development strategy, Bancassurance cooperation mode has gradually become one of the development trends of international insurance industry and one of the business channels chosen by insurance companies. In January 2014, The China Insurance Regulatory Commission and the China Banking Regulatory Commission jointly issued the notice on further standardizing the sales behavior of Commercial Banks acting for Insurance Business. The rapidly developing bancassurance business has put forward new requirements. In this paper, the author chooses the nascent company -TA insurance company as the research object, on the basis of analyzing the short-term and long-term effect of the new regulation on its bank insurance business, the paper studies the influence of the policy on the TA insurance company. It also puts forward the marketing strategy of TA insurance company to deal with the impact of the new regulation, including the strategy of cooperation transformation, the strategy of product sales, the strategy of customer sales and the strategy of sales channel, and puts forward the corresponding safeguard measures. Such as establishing a customer-centered concept, attaching importance to relevant training, establishing a specialized sales force, etc. The research results of this paper help TA insurance companies to cope with the impact of the new regulatory policy. To improve TA's ability to deal with policy risks and the development of bank insurance business, and also to provide reference for the development of other insurance companies.
【学位授予单位】：华东理工大学
【学位级别】：硕士
【学位授予年份】：2017
【分类号】：F274;F842.3

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