太平人寿银行保险营销策略研究

发布时间：2018-03-26 02:23

本文选题：太平人寿　切入点：银行保险　出处：《郑州大学》2013年硕士论文

【摘要】：银行保险在国内的迅速发展,使之面临着管理基础和相对应的外部环境不匹配的情况,特别是随着保险监管机关一些新政策的出台,引发了银行保险市场一系列的变化,形成了银行保险发展的新环境。这种新环境的出现,将推动银行保险走向以战略联盟、股权交叉、银行保险一体化等为主要模式的深度合作阶段,银行保险专业化经营越走越远。如何在这一新形势下,保持企业的专业化经营,维持和逐步扩大企业在银行保险市场的竞争优势,是目前企业管理层亟待解决的问题。木文以太平人寿保险有限公司银行保险(以下简称太平人寿银行保险)为研究对象,分析了监管政策、银行合作方、市场同业和消费者需求发生变化的新环境下太平人寿银行保险面临的业务负增长,渠道、队伍萎缩,经营成本增大,专业化经营能力下降等问题,并通过对现有渠道、队伍、产品、客户服务等现状的分析,指出了目前太平人寿银行保险存在渠道资源支持不到位、人员销售技能低、员工培养体系不完善、客户服务体系层次低等方面的问题,并指出其核心是太平人寿银行保险相对合理的战略定位与所执行的营销策略不匹配的问题。最后,本文从欧美国家银行保险发展历程中吸取经验,结合国内银行保险发展现状及太平人寿银行保险现状,提出了以战略联盟的合作策略为基础,并从差异化的渠道策略、细分化的产品策略、针对性的客户服务策略等方面提出了具体的建议。然后,文章从制度体系、人力资源、组织结构和资源投入等方而提出了优化策略落地的具体保障措施。
[Abstract]:With the rapid development of bancassurance in China, it is faced with the mismatch of management foundation and corresponding external environment, especially with the introduction of some new policies of insurance regulators, which has caused a series of changes in the bancassurance market. Forming a new environment for the development of bancassurance. The emergence of this new environment will promote the development of bancassurance to a stage of deep cooperation with strategic alliances, equity crossover, bancassurance integration, and so on. Under this new situation, how to maintain the specialized management of enterprises and gradually expand the competitive advantage of enterprises in the bancassurance market is an urgent problem to be solved. Taking the bancassurance of Taiping Life Insurance Co., Ltd. (hereinafter referred to as Taiping Life Insurance) as the research object, Mu Wen analyzed the supervision policy, the bank partner, Under the new environment of changing market and consumer demand, Taiping Life Bank Insurance faces negative growth in business, channels, shrinking ranks, increased operating costs, declining professional management ability, and through existing channels, teams, Based on the analysis of the current situation of products and customer service, this paper points out that there are some problems in Taiping Life Bank Insurance, such as inadequate support of channel resources, low sales skills of personnel, imperfect staff training system, low level of customer service system, etc. At the same time, it points out that Taiping Life Bancassurance's relatively reasonable strategic orientation is not matched with the marketing strategy carried out. Finally, this paper draws experience from the development of bancassurance in Europe and the United States, combines the present situation of domestic bancassurance and Taiping Life Insurance, and puts forward the strategy of cooperation based on strategic alliance, and the channel strategy of differentiation. Then, the paper puts forward the concrete safeguard measures to optimize the strategy from the aspects of system system, human resources, organization structure and resource input.
【学位授予单位】：郑州大学
【学位级别】：硕士
【学位授予年份】：2013
【分类号】：F842.3;F274

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