本文選題：銀行保險(xiǎn) + 戰(zhàn)略�。� 參考：《河南大學(xué)》2012年碩士論文

【摘要】：至2010年，國內(nèi)保險(xiǎn)業(yè)保持十年快速增長，年平均復(fù)合增長率超過42%。2011年，國內(nèi)保險(xiǎn)行業(yè)第一次出現(xiàn)市場低迷，年負(fù)增長12%；2012年前8個(gè)月的銀行保險(xiǎn)業(yè)，同比負(fù)增長30%，銀行保險(xiǎn)十年的高速增長期宣告結(jié)束。銀行和保險(xiǎn)監(jiān)管政策發(fā)生了重大變化，，90號文件頒布，取消了銀行保險(xiǎn)駐點(diǎn)銷售，對銀行保險(xiǎn)業(yè)務(wù)的發(fā)展產(chǎn)生重大影響。銷售模式發(fā)生了重大變化，銀行工作人員需要直接銷售給客戶產(chǎn)品。銀行和保險(xiǎn)公司在銷售過程中發(fā)生角色的改變，銀行作為銷售方，對保險(xiǎn)公司作為服務(wù)和培訓(xùn)提供者的專業(yè)能力的要進(jìn)一步提高。監(jiān)管變化引起全行業(yè)銷售模式轉(zhuǎn)型，銀行和保險(xiǎn)公司都提出了更高的要求，銀保合作雙方還需要時(shí)間來充分磨合和消化此次轉(zhuǎn)型的影響，探索新的銷售增長模型。 河南銀行保險(xiǎn)業(yè)十一年的發(fā)展，經(jīng)歷了高潮到低迷的過程，本文以銀行保險(xiǎn)的角度，從市場情況，措施落實(shí)，市場環(huán)境，銷售渠道的發(fā)展和監(jiān)管政策變化來分析對企業(yè)發(fā)展的影響，同時(shí)，深入分析行業(yè)競爭環(huán)境和客戶的需求，并詳細(xì)分析了河南銀行保險(xiǎn)發(fā)展的優(yōu)勢和劣勢，找出促進(jìn)持續(xù)發(fā)展的措施，以產(chǎn)品的過渡，渠道的差異化戰(zhàn)略為基礎(chǔ)和創(chuàng)新的銷售模式為基礎(chǔ)，繼續(xù)促進(jìn)隊(duì)伍建設(shè)，提高專業(yè)水平，促進(jìn)銀行代理保險(xiǎn)業(yè)務(wù)的持續(xù)健康發(fā)展。首先，本文介紹了銀行保險(xiǎn)業(yè)務(wù)的基本定義，分析其影響，地位和作用。分析國家和河南保險(xiǎn)市場的現(xiàn)狀和行業(yè)發(fā)展的趨勢，圍繞企業(yè)的經(jīng)營戰(zhàn)略。然后，在河南銀行保險(xiǎn)業(yè)務(wù)的發(fā)展過程中，通過比較分析當(dāng)前的發(fā)展現(xiàn)狀和特點(diǎn)，通過SOWT分析方法，對各個(gè)保險(xiǎn)公司河南銀行保險(xiǎn)市場面臨的機(jī)遇和挑戰(zhàn)進(jìn)行了討論，分析銀行保險(xiǎn)在河南市場的營銷策略，渠道管理，團(tuán)隊(duì)管理等方面存在的問題，并運(yùn)用相關(guān)理論進(jìn)行深入的原因分析。最后，結(jié)合目前河南市場實(shí)際，銀行保險(xiǎn)業(yè)務(wù)發(fā)展中存在的主要問題，在市場營銷、渠道合作、產(chǎn)品創(chuàng)新、模式創(chuàng)新、隊(duì)伍建設(shè)等方面提出了銀行保險(xiǎn)業(yè)務(wù)發(fā)展的可行對策。
[Abstract]:In 2010, the domestic insurance industry maintained a decade of rapid growth, with an annual average compound growth rate of more than 42.2011. For the first time, the domestic insurance industry experienced a downturn in the market, with an annual negative growth rate of 12 percent. In the first eight months of 2012, the banking and insurance industry, Negative year-on-year growth of 30, bancassurance 10 years of high-speed growth period declared the end. Major changes have taken place in the banking and insurance regulatory policies, with the promulgation of document No. 90, which eliminated the bancassurance sales, and had a major impact on the development of the bancassurance business. Major changes have taken place in sales patterns, and bank staff need to sell products directly to customers. The role of banks and insurance companies in the sales process has changed, and banks, as sales parties, need to further enhance the professional competence of insurance companies as service and training providers. Regulatory changes have led to the transformation of the entire industry's sales model. Banks and insurance companies have put forward higher requirements. It will take time for both banks and insurance partners to fully run in and digest the impact of this transformation. This paper explores a new model of sales growth. The 11-year development of Henan's banking and insurance industry has experienced a process of climax to depression. This paper, from the perspective of bancassurance, from the perspective of market situation, implementation of measures, market environment, The development of sales channels and the changes of regulatory policies to analyze the impact on the development of enterprises, at the same time, in-depth analysis of the industry competitive environment and customer needs, and detailed analysis of the advantages and disadvantages of the development of Henan bancassurance. Based on product transition, channel differentiation strategy and innovative sales model, we should continue to promote team building, improve professional level, and promote the sustainable and healthy development of bank agency insurance business. First, this paper introduces the basic definition of bancassurance business, analyzes its impact, status and role. This paper analyzes the present situation of the insurance market in China and Henan and the trend of the development of the industry, and revolves around the management strategy of the enterprise. Then, in the course of the development of Henan bancassurance business, through the comparative analysis of the current development status and characteristics, through the SOWT analysis method, the paper discusses the opportunities and challenges faced by every insurance company in Henan bancassurance market. This paper analyzes the problems existing in the marketing strategy, channel management and team management of the bank insurance in Henan market, and makes a deep analysis of the reasons by using the relevant theories. Finally, combining with the actual situation of Henan market and the main problems existing in the development of bancassurance business at present, this paper puts forward some feasible countermeasures for the development of bancassurance business in the aspects of marketing, channel cooperation, product innovation, mode innovation, team building, and so on.
【學(xué)位授予單位】：河南大學(xué)
【學(xué)位級別】：碩士
【學(xué)位授予年份】：2012
【分類號】：F842.3;F832.3

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