【摘要】：自二十世紀(jì)八十年代以來(lái),隨著經(jīng)濟(jì)全球化的不斷發(fā)展，金融自由化和全球化也應(yīng)運(yùn)而生。面對(duì)更加激烈的市場(chǎng)競(jìng)爭(zhēng)，保險(xiǎn)公司和銀行的進(jìn)一步合作是順應(yīng)國(guó)際經(jīng)濟(jì)一體化和金融服務(wù)業(yè)一體化發(fā)展趨勢(shì)的。在國(guó)際上，，銀行保險(xiǎn)走過(guò)了較為完整的發(fā)展歷程，歐美等發(fā)達(dá)國(guó)家都經(jīng)歷了各具特色的銀保營(yíng)銷道路，擁有自身的銀保合作營(yíng)銷模式，形成了較為成熟的微觀金融市場(chǎng)，這些都對(duì)我國(guó)的銀行保險(xiǎn)發(fā)展具有深刻的學(xué)習(xí)和借鑒意義。我國(guó)銀行保險(xiǎn)業(yè)在其發(fā)展過(guò)程中本身就具有銀行和保險(xiǎn)公司在規(guī)模、地位和利益等各個(gè)方面都不對(duì)稱的特點(diǎn)，因此決定了我國(guó)目前的銀保市場(chǎng)在許多方面都存在問(wèn)題。 C人壽保險(xiǎn)濟(jì)南公司是一家大型股份制商業(yè)保險(xiǎn)公司，是濟(jì)南市較早成立的幾家保險(xiǎn)公司之一，市場(chǎng)排名前三甲，公司發(fā)展形勢(shì)向好。濟(jì)南作為山東的省會(huì)，一直以來(lái)是兵家的必爭(zhēng)之地。一家保險(xiǎn)公司要在山東打開市場(chǎng)，首先必須在濟(jì)南成立機(jī)構(gòu)。近幾年隨著國(guó)家經(jīng)濟(jì)結(jié)構(gòu)的調(diào)整及山東省政府的大力支持，濟(jì)南市金融行業(yè)中保險(xiǎn)公司如雨后春筍般崛起,但在發(fā)展的過(guò)程中也暴露出了如產(chǎn)品同質(zhì)化嚴(yán)重，哄抬手續(xù)費(fèi)、營(yíng)銷渠道單一等問(wèn)題。 筆者對(duì)C人壽保險(xiǎn)濟(jì)南中心支公司銀行保險(xiǎn)業(yè)務(wù)發(fā)展?fàn)顩r進(jìn)行了詳細(xì)分析，找出目前其在營(yíng)銷過(guò)程中面臨的諸多威脅，分析了其能夠把握的市場(chǎng)機(jī)會(huì)。又進(jìn)一步對(duì)C人壽公司自身的劣勢(shì)和優(yōu)勢(shì)進(jìn)行了剖析，運(yùn)用營(yíng)銷學(xué)中的相關(guān)理論制定了切合C人壽濟(jì)南公司銀行保險(xiǎn)業(yè)務(wù)的營(yíng)銷策略和相關(guān)的保障措施。筆者希望這些策略和措施能夠?yàn)槠浒l(fā)展提供一些建議和參考。
[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.
【學(xué)位授予單位】：山東師范大學(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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