【摘要】：隨著全球市場(chǎng)經(jīng)濟(jì)的快速發(fā)展，歐美等國(guó)的銀行保險(xiǎn)業(yè)務(wù)日漸成熟，并逐漸向全世界范圍推廣。從全世界的范圍來(lái)看，銀行保險(xiǎn)行業(yè)是在社會(huì)資源共享和運(yùn)營(yíng)成本降低的社會(huì)要求中發(fā)展而來(lái)的。伴隨著消費(fèi)者對(duì)于金融消費(fèi)的要求逐漸提高，這種新的金融消費(fèi)模式也就逐漸地被社會(huì)所接受，銀行保險(xiǎn)行業(yè)在全世界范圍內(nèi)興起。 銀行保險(xiǎn)行業(yè)在我國(guó)是近年來(lái)興起的新型行業(yè)。尤其是我國(guó)加入WTO以來(lái)，銀行保險(xiǎn)行業(yè)實(shí)現(xiàn)了全面開(kāi)放。許多國(guó)外保險(xiǎn)巨頭加緊在國(guó)內(nèi)成立合資或獨(dú)資公司，不僅為我國(guó)銀行保險(xiǎn)市場(chǎng)注入了新的活力，也讓國(guó)內(nèi)銀行保險(xiǎn)進(jìn)入了真正的競(jìng)爭(zhēng)時(shí)代。 在對(duì)ES人壽的銷售當(dāng)中存在的問(wèn)題進(jìn)行分析的基礎(chǔ)上，筆者認(rèn)為改進(jìn)ES人壽的銷售策略應(yīng)當(dāng)從以下方面著手。在產(chǎn)品策略方面：銀保雙方應(yīng)當(dāng)建立產(chǎn)品開(kāi)發(fā)合作機(jī)制、注重理財(cái)型產(chǎn)品和保障型產(chǎn)品的均衡發(fā)展、實(shí)現(xiàn)產(chǎn)品差異化經(jīng)營(yíng)；在渠道策略方面：對(duì)現(xiàn)有的銷售渠道進(jìn)行整合，，與銀行開(kāi)展股權(quán)合作，結(jié)成戰(zhàn)略同盟發(fā)展新的銷售渠道；在價(jià)格策略方面：選擇合理的價(jià)格策略和定價(jià)模型，科學(xué)應(yīng)對(duì)供求關(guān)系對(duì)于保險(xiǎn)產(chǎn)品價(jià)格的影響、進(jìn)一步實(shí)現(xiàn)手續(xù)費(fèi)價(jià)格的合理化和科學(xué)化。業(yè)務(wù)促銷策略方面：加強(qiáng)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(xué)位授予單位】：四川師范大學(xué)
【學(xué)位級(jí)別】：碩士
【學(xué)位授予年份】：2014
【分類號(hào)】：F842.3;F842.4;F832.2

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