本文關(guān)鍵詞： 銀行保險(xiǎn) 關(guān)系營銷 營銷策略 客戶關(guān)系管理　出處：《電子科技大學(xué)》2014年碩士論文　論文類型：學(xué)位論文

【摘要】：銀行保險(xiǎn)于上世紀(jì)七十年代末起源于歐洲,之后在全球快速發(fā)展并成為了一種全球性的金融業(yè)務(wù)。在我國,它于二十世紀(jì)末出現(xiàn),經(jīng)過近二十年的發(fā)展,也開始進(jìn)入了規(guī)范化階段。但是在新的經(jīng)濟(jì)環(huán)境、政策環(huán)境、社會(huì)環(huán)境和技術(shù)環(huán)境下,我國的銀行保險(xiǎn)在面臨著發(fā)展困境的同時(shí)也遇到了轉(zhuǎn)型機(jī)遇。本文以關(guān)系營銷在TP保險(xiǎn)公司四川分公司銀行保險(xiǎn)業(yè)務(wù)中的應(yīng)用為研究對(duì)象,以應(yīng)用關(guān)系營銷的LOCK項(xiàng)目為實(shí)際分析案例,對(duì)實(shí)施項(xiàng)目前后的業(yè)績從多維度進(jìn)行分析,從而說明關(guān)系營銷是否能夠提升新形勢下的營銷業(yè)績,并對(duì)該公司如何發(fā)展關(guān)系營銷做了進(jìn)一步的分析。本文首先介紹了銀行保險(xiǎn)和關(guān)系營銷理論,在對(duì)二者的定義、發(fā)展歷史及國內(nèi)外研究現(xiàn)狀進(jìn)行綜述的基礎(chǔ)上,闡明了關(guān)系營銷在我國實(shí)施的必要性、現(xiàn)狀及存在的問題。其次,對(duì)TP保險(xiǎn)公司四川分公司銀行保險(xiǎn)業(yè)務(wù)所處的業(yè)務(wù)環(huán)境、存在的問題進(jìn)行了分析,并對(duì)其營銷策略存在的問題和對(duì)策進(jìn)行分析,在此基礎(chǔ)上提出了如何發(fā)展關(guān)系營銷。最后,對(duì)應(yīng)用關(guān)系營銷的LOCK項(xiàng)目從多維度進(jìn)行了介紹和比較性分析。隨后,給出了關(guān)系營銷能夠提升銀行保險(xiǎn)業(yè)績的結(jié)論,并指出了銀行保險(xiǎn)應(yīng)該從哪些方面應(yīng)用并發(fā)展關(guān)系營銷。
[Abstract]:Bancassurance originated in Europe at the end of -30s, then developed rapidly in the world and became a kind of global financial business. In our country, it appeared at the end of 20th century, after nearly 20 years of development, But in the new economic environment, the policy environment, the social environment and the technological environment, The bancassurance of our country is facing the difficult situation of development and the opportunity of transformation. This paper takes the application of relationship marketing in the bancassurance business of Sichuan branch of TP insurance company as the research object. Taking the LOCK project of applying relational marketing as a practical case, this paper analyzes the performance of the project from multiple dimensions before and after the implementation of the project, so as to explain whether the relationship marketing can promote the marketing performance under the new situation. This paper first introduces the theory of bancassurance and relationship marketing, on the basis of summarizing the definition, development history and domestic and foreign research status of the two. This paper expounds the necessity, present situation and existing problems of implementing relationship marketing in China. Secondly, it analyzes the business environment and existing problems of banking insurance business in Sichuan Branch of TP Insurance Company. On the basis of analyzing the problems and countermeasures of its marketing strategy, this paper puts forward how to develop relational marketing. Finally, the LOCK project of applying relational marketing is introduced and compared from multiple dimensions. This paper gives the conclusion that relationship marketing can improve the performance of bancassurance, and points out how to apply and develop relationship marketing in bancassurance.
【學(xué)位授予單位】：電子科技大學(xué)
【學(xué)位級(jí)別】：碩士
【學(xué)位授予年份】：2014
【分類號(hào)】：F842.3;F274

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本文編號(hào)：1533880