本文選題：銀行保險(xiǎn) + 營(yíng)銷(xiāo)策略　； 參考：《大連海事大學(xué)》2013年碩士論文

【摘要】：近年來(lái),隨著市場(chǎng)的開(kāi)放和國(guó)家政策的放松,我國(guó)銀行保險(xiǎn)市場(chǎng)得到了迅速發(fā)展。A公司是我國(guó)最早成立的幾家外資保險(xiǎn)公司之一,隨著國(guó)內(nèi)銀行保險(xiǎn)業(yè)務(wù)的興起,公司保費(fèi)的增長(zhǎng)一直呈現(xiàn)快速發(fā)展的態(tài)勢(shì)。但是,隨著市場(chǎng)主體的增加、國(guó)外金融機(jī)構(gòu)的沖擊以及金融危機(jī)的影響,A公司銀保業(yè)務(wù)面臨著保費(fèi)收入減少,市場(chǎng)份額萎縮的困境,提升公司產(chǎn)品核心競(jìng)爭(zhēng)力成為公司應(yīng)對(duì)銀保市場(chǎng)變革的戰(zhàn)略性選擇。 小文依圳筆這在A公司銀行保險(xiǎn)業(yè)務(wù)企劃、督導(dǎo)、培訓(xùn)等崗位的工作經(jīng)歷與思索,結(jié)合在MBA學(xué)習(xí)中的理論知識(shí),在詳實(shí)的調(diào)查基礎(chǔ)上,深入分析了A公司銀行保險(xiǎn)業(yè)務(wù)存在的問(wèn)題以及引發(fā)問(wèn)題的原因,在研究參考國(guó)內(nèi)外同行成功經(jīng)驗(yàn)的基礎(chǔ)上，，提出了創(chuàng)新?tīng)I(yíng)銷(xiāo)的發(fā)展思路,以及更好地開(kāi)展銀行保險(xiǎn)業(yè)務(wù)的營(yíng)銷(xiāo)對(duì)策和絳營(yíng)理念。 首先,文章闡述了銀行保險(xiǎn)業(yè)務(wù)的基本理論、作用,保險(xiǎn)營(yíng)銷(xiāo)的概念、特征以及策略,以此為基礎(chǔ)分析了公司面臨的外部機(jī)遇與威脅、內(nèi)部?jī)?yōu)勢(shì)與劣勢(shì)四個(gè)方面,并對(duì)優(yōu)勢(shì)與機(jī)會(huì)戰(zhàn)略、劣勢(shì)與機(jī)會(huì)戰(zhàn)略、優(yōu)勢(shì)與威脅戰(zhàn)略、劣勢(shì)與威脅戰(zhàn)略進(jìn)行了分析,提出了相應(yīng)的對(duì)策措施。其次,分析了A公司銀行保險(xiǎn)業(yè)務(wù)在業(yè)務(wù)規(guī)模、營(yíng)銷(xiāo)渠道、主要產(chǎn)品、客戶(hù)關(guān)系、銷(xiāo)售隊(duì)伍的基本現(xiàn)狀,并深入剖析了公司銀保業(yè)務(wù)營(yíng)銷(xiāo)在產(chǎn)品結(jié)構(gòu)、銀保合作、營(yíng)銷(xiāo)渠道以及產(chǎn)品促銷(xiāo)方面存在的問(wèn)題。最后,針對(duì)公司存銀保產(chǎn)晶營(yíng)銷(xiāo)上存在的突出問(wèn)題,分別在產(chǎn)品創(chuàng)新、營(yíng)銷(xiāo)渠道創(chuàng)新、營(yíng)銷(xiāo)團(tuán)隊(duì)建設(shè)以及品牌宣傳策略四個(gè)方面,為公司提出銀行保險(xiǎn)業(yè)務(wù)營(yíng)銷(xiāo)塒策和改進(jìn)措施。
[Abstract]:In recent years, with the opening of the market and the relaxation of national policies, the bancassurance market in China has been rapidly developed. A company is one of the first foreign insurance companies established in China, and with the rise of domestic bancassurance business, The growth of the company premium has been showing a rapid development trend. However, with the increase of the main body of the market, the impact of foreign financial institutions and the impact of the financial crisis, the bank insurance business of company A is facing the dilemma of decreasing premium income and shrinking market share. Enhancing the core competitiveness of the company's products has become a strategic choice for the company to respond to the market reform of bank insurance. Xiaowen's work experience and thinking in company A's bancassurance business planning, supervision, training and other positions, combined with theoretical knowledge in MBA study, is based on a detailed investigation. This paper deeply analyzes the problems existing in the bancassurance business of company A and the causes of the problems. On the basis of studying the successful experiences of domestic and foreign counterparts, the paper puts forward the development thinking of innovative marketing. And better carry out the marketing strategy of bancassurance business and Jiangying concept. First of all, the paper expounds the basic theory, function, concept, characteristics and strategies of insurance marketing, and analyzes the external opportunities and threats, internal strengths and weaknesses of the company. It also analyzes the strategy of advantage and opportunity, the strategy of inferiority and opportunity, the strategy of advantage and threat, the strategy of inferiority and threat, and puts forward the corresponding countermeasures. Secondly, the paper analyzes the basic status of A company's bancassurance business in terms of business scale, marketing channel, main products, customer relations, sales team, and deeply analyzes the product structure of Bancassurance business marketing, bancassurance cooperation, Marketing channels and product promotion problems. Finally, aiming at the outstanding problems existing in the marketing of the company's deposit, bank, insurance and production products, respectively, there are four aspects: product innovation, marketing channel innovation, marketing team building and brand promotion strategy. Put forward the bank insurance business marketing strategy and improvement measures for the company.
【學(xué)位授予單位】：大連海事大學(xué)
【學(xué)位級(jí)別】：碩士
【學(xué)位授予年份】：2013
【分類(lèi)號(hào)】：F274;F832.2

【參考文獻(xiàn)】

中國(guó)期刊全文數(shù)據(jù)庫(kù) 前10條

1 姜芳;姜含春;;中國(guó)農(nóng)村商業(yè)保險(xiǎn)營(yíng)銷(xiāo)問(wèn)題及對(duì)策探討[J];安徽農(nóng)業(yè)大學(xué)學(xué)報(bào)(社會(huì)科學(xué)版);2011年03期

2 郭建斌;陳嘉州;;淺談銀行保險(xiǎn)營(yíng)銷(xiāo)渠道選擇[J];北方經(jīng)濟(jì);2008年05期

3 婁秋弟;;構(gòu)建我國(guó)銀行保險(xiǎn)的戰(zhàn)略聯(lián)盟合作模式:找準(zhǔn)價(jià)值創(chuàng)造點(diǎn)[J];保險(xiǎn)研究;2008年08期

4 劉天宇;;我國(guó)銀行保險(xiǎn)發(fā)展問(wèn)題探析[J];保險(xiǎn)研究;2009年05期

5 吳韌強(qiáng);;國(guó)外壽險(xiǎn)領(lǐng)域銀行保險(xiǎn)的發(fā)展及對(duì)中國(guó)的啟示[J];國(guó)際金融研究;2008年06期

6 曹紅欣;;我國(guó)保險(xiǎn)營(yíng)銷(xiāo)制度改革探討[J];管理觀察;2009年13期

7 陳勝捷;;SWOT分析法在企業(yè)戰(zhàn)略規(guī)劃中的應(yīng)用實(shí)踐[J];中國(guó)管理信息化;2010年22期

8 王國(guó)軍;李康樂(lè);;中國(guó)保險(xiǎn)營(yíng)銷(xiāo)模式的反思與重構(gòu)[J];甘肅行政學(xué)院學(xué)報(bào);2009年02期

9 賈軍;;試論我國(guó)保險(xiǎn)營(yíng)銷(xiāo)與管理[J];湖北經(jīng)濟(jì)學(xué)院學(xué)報(bào)(人文社會(huì)科學(xué)版);2006年10期

10 于保霞;;海南現(xiàn)代服務(wù)業(yè)發(fā)展面臨的機(jī)遇和挑戰(zhàn)——用SWOT方法分析[J];海南廣播電視大學(xué)學(xué)報(bào);2011年04期

中國(guó)碩士學(xué)位論文全文數(shù)據(jù)庫(kù) 前6條

1 李曉暉;我國(guó)人壽保險(xiǎn)業(yè)務(wù)營(yíng)銷(xiāo)渠道策略研究[D];中國(guó)海洋大學(xué);2010年

2 白燕;A保險(xiǎn)公司蘭州分公司銀行保險(xiǎn)營(yíng)銷(xiāo)策略研究[D];蘭州大學(xué);2011年

3 王森;我國(guó)銀行保險(xiǎn)營(yíng)銷(xiāo)策略研究[D];天津大學(xué);2008年

4 楊鐸;新華人壽陜西分公司銀行保險(xiǎn)業(yè)務(wù)營(yíng)銷(xiāo)策略研究[D];西北大學(xué);2009年

5 陳泳潔;信誠(chéng)人壽深圳分公司銀保業(yè)務(wù)診斷及營(yíng)銷(xiāo)策略研究[D];中南大學(xué);2010年

6 殷金成;我國(guó)銀行保險(xiǎn)合作模式選擇研究[D];西南財(cái)經(jīng)大學(xué);2010年

本文編號(hào)：1893056