C人寿保险济南中心支公司银行保险营销策略研究
发布时间：2018-07-20 09:16
【摘要】：自二十世纪八十年代以来,随着经济全球化的不断发展，金融自由化和全球化也应运而生。面对更加激烈的市场竞争，保险公司和银行的进一步合作是顺应国际经济一体化和金融服务业一体化发展趋势的。在国际上，，银行保险走过了较为完整的发展历程，欧美等发达国家都经历了各具特色的银保营销道路，拥有自身的银保合作营销模式，形成了较为成熟的微观金融市场，这些都对我国的银行保险发展具有深刻的学习和借鉴意义。我国银行保险业在其发展过程中本身就具有银行和保险公司在规模、地位和利益等各个方面都不对称的特点，因此决定了我国目前的银保市场在许多方面都存在问题。 C人寿保险济南公司是一家大型股份制商业保险公司，是济南市较早成立的几家保险公司之一，市场排名前三甲，公司发展形势向好。济南作为山东的省会，一直以来是兵家的必争之地。一家保险公司要在山东打开市场，首先必须在济南成立机构。近几年随着国家经济结构的调整及山东省政府的大力支持，济南市金融行业中保险公司如雨后春笋般崛起,但在发展的过程中也暴露出了如产品同质化严重，哄抬手续费、营销渠道单一等问题。 笔者对C人寿保险济南中心支公司银行保险业务发展状况进行了详细分析，找出目前其在营销过程中面临的诸多威胁，分析了其能够把握的市场机会。又进一步对C人寿公司自身的劣势和优势进行了剖析，运用营销学中的相关理论制定了切合C人寿济南公司银行保险业务的营销策略和相关的保障措施。笔者希望这些策略和措施能够为其发展提供一些建议和参考。
[Abstract]:Since 1980's, with the development of economic globalization, financial liberalization and globalization have emerged. In the face of more fierce market competition, the further cooperation between insurance companies and banks is in line with the development trend of international economic integration and financial services integration. Internationally, bancassurance has gone through a relatively complete development process. Developed countries such as Europe and the United States have experienced different ways of bancassurance marketing, have their own cooperative marketing mode of bancassurance, and have formed a more mature micro-financial market. All these have profound learning and reference significance for the development of bancassurance in our country. In the course of its development, the banking and insurance industry in China has the characteristics of asymmetry in the scale, status and interests of the banks and insurance companies. Therefore, it is decided that there are many problems in the current banking insurance market in China. C Life Insurance Jinan Company is a large joint-stock commercial insurance company and one of several insurance companies established earlier in Jinan. Market ranking top three, the company's development situation is good. Jinan, as the provincial capital of Shandong, has always been a necessary place for soldiers. An insurance company to open the market in Shandong, first of all must set up institutions in Jinan. In recent years, with the adjustment of the national economic structure and the strong support of the Shandong Provincial Government, insurance companies in Jinan's financial industry have sprung up, but in the process of development they have also been exposed such as serious product homogeneity and high handling charges. Single marketing channels and other issues. The author makes a detailed analysis of the development of the bank insurance business of C Life Insurance Jinan Central Branch Company, finds out the many threats it faces in the marketing process, and analyzes the market opportunities it can grasp. Furthermore, it analyzes the disadvantages and advantages of C Life Insurance Company itself, and formulates the marketing strategy and relevant safeguard measures for the bank insurance business of C Life Jinan Company by using the relevant theory of marketing. I hope these strategies and measures can provide some suggestions and references for its development.
【学位授予单位】：山东师范大学
【学位级别】：硕士
【学位授予年份】：2014
【分类号】：F842.3;F274
本文编号：2133071
[Abstract]:Since 1980's, with the development of economic globalization, financial liberalization and globalization have emerged. In the face of more fierce market competition, the further cooperation between insurance companies and banks is in line with the development trend of international economic integration and financial services integration. Internationally, bancassurance has gone through a relatively complete development process. Developed countries such as Europe and the United States have experienced different ways of bancassurance marketing, have their own cooperative marketing mode of bancassurance, and have formed a more mature micro-financial market. All these have profound learning and reference significance for the development of bancassurance in our country. In the course of its development, the banking and insurance industry in China has the characteristics of asymmetry in the scale, status and interests of the banks and insurance companies. Therefore, it is decided that there are many problems in the current banking insurance market in China. C Life Insurance Jinan Company is a large joint-stock commercial insurance company and one of several insurance companies established earlier in Jinan. Market ranking top three, the company's development situation is good. Jinan, as the provincial capital of Shandong, has always been a necessary place for soldiers. An insurance company to open the market in Shandong, first of all must set up institutions in Jinan. In recent years, with the adjustment of the national economic structure and the strong support of the Shandong Provincial Government, insurance companies in Jinan's financial industry have sprung up, but in the process of development they have also been exposed such as serious product homogeneity and high handling charges. Single marketing channels and other issues. The author makes a detailed analysis of the development of the bank insurance business of C Life Insurance Jinan Central Branch Company, finds out the many threats it faces in the marketing process, and analyzes the market opportunities it can grasp. Furthermore, it analyzes the disadvantages and advantages of C Life Insurance Company itself, and formulates the marketing strategy and relevant safeguard measures for the bank insurance business of C Life Jinan Company by using the relevant theory of marketing. I hope these strategies and measures can provide some suggestions and references for its development.
【学位授予单位】：山东师范大学
【学位级别】：硕士
【学位授予年份】：2014
【分类号】：F842.3;F274
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本文编号：2133071
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