ES人寿保险公司银行保险营销策略研究
发布时间：2019-01-19 11:13
【摘要】：随着全球市场经济的快速发展，欧美等国的银行保险业务日渐成熟，并逐渐向全世界范围推广。从全世界的范围来看，银行保险行业是在社会资源共享和运营成本降低的社会要求中发展而来的。伴随着消费者对于金融消费的要求逐渐提高，这种新的金融消费模式也就逐渐地被社会所接受，银行保险行业在全世界范围内兴起。 银行保险行业在我国是近年来兴起的新型行业。尤其是我国加入WTO以来，银行保险行业实现了全面开放。许多国外保险巨头加紧在国内成立合资或独资公司，不仅为我国银行保险市场注入了新的活力，也让国内银行保险进入了真正的竞争时代。 在对ES人寿的销售当中存在的问题进行分析的基础上，笔者认为改进ES人寿的销售策略应当从以下方面着手。在产品策略方面：银保双方应当建立产品开发合作机制、注重理财型产品和保障型产品的均衡发展、实现产品差异化经营；在渠道策略方面：对现有的销售渠道进行整合，，与银行开展股权合作，结成战略同盟发展新的销售渠道；在价格策略方面：选择合理的价格策略和定价模型，科学应对供求关系对于保险产品价格的影响、进一步实现手续费价格的合理化和科学化。业务促销策略方面：加强人员促销和非人员促销。
[Abstract]:With the rapid development of the global market economy, the bancassurance business in Europe and America is maturing day by day and popularized to the whole world. Worldwide, the bancassurance industry is developed under the social requirements of sharing social resources and reducing operating costs. With the increasing demands of consumers on financial consumption, this new pattern of financial consumption is gradually accepted by the society, and the bancassurance industry is emerging all over the world. The bancassurance industry in our country is a new type of industry rising in recent years. Especially since China's entry into WTO, the bancassurance industry has been fully open. Many foreign insurance giants have stepped up the establishment of joint ventures or sole proprietorships in China, which not only infuses new vitality into our bancassurance market, but also makes domestic bancassurance enter a real competitive era. Based on the analysis of the problems existing in the sales of ES Life, the author thinks that the marketing strategy of ES Life should be improved from the following aspects. In the aspect of product strategy, both banks and insurers should establish the cooperation mechanism of product development, pay attention to the balanced development of financial products and guarantee products, and realize the differentiated management of products. In the channel strategy aspect: carries on the conformity to the existing sales channel, carries on the stock right cooperation with the bank, forms the strategic alliance to develop the new sale channel; In the aspect of price strategy: choosing reasonable price strategy and pricing model, scientifically dealing with the influence of supply and demand on the price of insurance products, and further realizing the rationalization and scientization of handling fee price. Business promotion strategy: strengthen staff promotion and non-staff promotion.
【学位授予单位】：四川师范大学
【学位级别】：硕士
【学位授予年份】：2014
【分类号】：F842.3;F842.4;F832.2
本文编号：2411318
[Abstract]:With the rapid development of the global market economy, the bancassurance business in Europe and America is maturing day by day and popularized to the whole world. Worldwide, the bancassurance industry is developed under the social requirements of sharing social resources and reducing operating costs. With the increasing demands of consumers on financial consumption, this new pattern of financial consumption is gradually accepted by the society, and the bancassurance industry is emerging all over the world. The bancassurance industry in our country is a new type of industry rising in recent years. Especially since China's entry into WTO, the bancassurance industry has been fully open. Many foreign insurance giants have stepped up the establishment of joint ventures or sole proprietorships in China, which not only infuses new vitality into our bancassurance market, but also makes domestic bancassurance enter a real competitive era. Based on the analysis of the problems existing in the sales of ES Life, the author thinks that the marketing strategy of ES Life should be improved from the following aspects. In the aspect of product strategy, both banks and insurers should establish the cooperation mechanism of product development, pay attention to the balanced development of financial products and guarantee products, and realize the differentiated management of products. In the channel strategy aspect: carries on the conformity to the existing sales channel, carries on the stock right cooperation with the bank, forms the strategic alliance to develop the new sale channel; In the aspect of price strategy: choosing reasonable price strategy and pricing model, scientifically dealing with the influence of supply and demand on the price of insurance products, and further realizing the rationalization and scientization of handling fee price. Business promotion strategy: strengthen staff promotion and non-staff promotion.
【学位授予单位】：四川师范大学
【学位级别】：硕士
【学位授予年份】：2014
【分类号】：F842.3;F842.4;F832.2
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