發(fā)布時間：2019-01-19 11:13

【摘要】：隨著全球市場經(jīng)濟的快速發(fā)展，歐美等國的銀行保險業(yè)務日漸成熟，并逐漸向全世界范圍推廣。從全世界的范圍來看，銀行保險行業(yè)是在社會資源共享和運營成本降低的社會要求中發(fā)展而來的。伴隨著消費者對于金融消費的要求逐漸提高，這種新的金融消費模式也就逐漸地被社會所接受，銀行保險行業(yè)在全世界范圍內(nèi)興起。 銀行保險行業(yè)在我國是近年來興起的新型行業(yè)。尤其是我國加入WTO以來，銀行保險行業(yè)實現(xiàn)了全面開放。許多國外保險巨頭加緊在國內(nèi)成立合資或獨資公司，不僅為我國銀行保險市場注入了新的活力，也讓國內(nèi)銀行保險進入了真正的競爭時代。 在對ES人壽的銷售當中存在的問題進行分析的基礎上，筆者認為改進ES人壽的銷售策略應當從以下方面著手。在產(chǎn)品策略方面：銀保雙方應當建立產(chǎn)品開發(fā)合作機制、注重理財型產(chǎn)品和保障型產(chǎn)品的均衡發(fā)展、實現(xiàn)產(chǎn)品差異化經(jīng)營；在渠道策略方面：對現(xiàn)有的銷售渠道進行整合，，與銀行開展股權合作，結(jié)成戰(zhàn)略同盟發(fā)展新的銷售渠道；在價格策略方面：選擇合理的價格策略和定價模型，科學應對供求關系對于保險產(chǎn)品價格的影響、進一步實現(xiàn)手續(xù)費價格的合理化和科學化。業(yè)務促銷策略方面：加強人員促銷和非人員促銷。
[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.
【學位授予單位】：四川師范大學
【學位級別】：碩士
【學位授予年份】：2014
【分類號】：F842.3;F842.4;F832.2

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