我國壽險公司銀保產(chǎn)品開發(fā)與營銷策略研究
發(fā)布時間：2018-12-05 20:04
【摘要】：隨著我國社會主義市場經(jīng)濟的不斷發(fā)展和金融業(yè)現(xiàn)代化進程的推進,銀行保險作為銀行業(yè)、保險業(yè)合作的一種手段,得到了長足的發(fā)展,在個人理財市場上占據(jù)著一席之地,也成為了我國保險公司、特別是壽險公司產(chǎn)品營銷的主要渠道之一。我國的銀行保險業(yè)務自上世紀90年代產(chǎn)生以來,已經(jīng)走過了近20年的發(fā)展歷程。在取得很大成功、占據(jù)個人理財市場上較大份額的同時,由于銀行保險產(chǎn)品在我國個人理財市場上面臨儲蓄、銀行理財產(chǎn)品等替代品日益激烈的競爭,也導致了不少問題的顯現(xiàn)。其中,同銀行保險產(chǎn)品有關的問題,特別是人身險銀保產(chǎn)品的開發(fā)、營銷中所存在的問題,尤為突出。這些問題從源頭上看,是由于我國壽險公司片面強調保費規(guī)模,營銷手段單一和落后。這些問題的持續(xù)存在,已經(jīng)嚴重影響了我國壽險銀保業(yè)務的健康發(fā)展和持續(xù)增長。具體而言,我國壽險公司的銀保產(chǎn)品開發(fā)主要存在過分強調收益而忽視保障功能、產(chǎn)品雷同、險種結構不合理、與銀行金融產(chǎn)品互補性不強等一系列問題,而這些問題從根本上來說則源自銀保產(chǎn)品的營銷策略問題,主要表現(xiàn)在壽險公司營銷激勵機制存在缺陷、銀保產(chǎn)品與銷售渠道匹配度差、技術支持力度不足,以及重視新客戶、輕視已有客戶資源維護等各個方面。而要解決這些問題,則必須推進銀行保險產(chǎn)品開發(fā)和營銷的創(chuàng)新,具體而言,包括如下措施：銀保產(chǎn)品開發(fā)要與銀行自身業(yè)務實現(xiàn)互補與融合、銀保人身險產(chǎn)品的保障功能必須得到完善、銀保產(chǎn)品的營銷渠道需要實現(xiàn)多元化等。 從論文結構來看,文章以銀行保險產(chǎn)品的研究為主題,按照嚴謹?shù)倪壿嫎嬙煲来芜f進,總共分為五個章節(jié)。第一章簡要介紹了銀行保險的定義、影響因素、業(yè)務模式與我國銀保業(yè)務的發(fā)展概況,主要是對銀行保險進行一些概念性的敘述,為論文接下來的分析打下基礎。第二章主要著眼于我國銀保產(chǎn)品的發(fā)展環(huán)境及影響我國銀保產(chǎn)品供給與需求的主要因素,是對我國銀保業(yè)務市場環(huán)境現(xiàn)狀的整理和闡述。第三章分類列舉了我國壽險公司推出的銀行保險產(chǎn)品,并輔以典型產(chǎn)品實例,提出了我國銀行保險產(chǎn)品營銷和產(chǎn)品開發(fā)中所存在的問題,還用較大篇幅分析了這些問題產(chǎn)生的原因。為了借鑒一些發(fā)達經(jīng)濟體的銀行保險產(chǎn)品開發(fā)與營銷的成功經(jīng)驗,論文的第四章專門對境外的銀行保險產(chǎn)品進行了介紹,并對一些可供我國壽險企業(yè)參考的經(jīng)驗進行了歸納總結。第五章是論文最重要、最具創(chuàng)新性的部分。文章通過對前四個部分的總結,基于我國個人理財市場的現(xiàn)實背景提出了我國壽險公司銀保產(chǎn)品開發(fā)和營銷方式可行的創(chuàng)新思路和具體改進方向。第六章為結論部分,對全文分析進行了簡要總結和概括。
[Abstract]:With the continuous development of socialist market economy and the advancement of the modernization of financial industry, bancassurance, as a means of cooperation in banking and insurance industry, has gained considerable development and occupies a place in the market of personal finance. Also became our country insurance company, especially the life insurance company product marketing one of main channels. China's bancassurance business has gone through nearly 20 years since it came into being in 1990's. In order to achieve great success and occupy a large share of the personal finance market, because the bancassurance products are facing savings in the personal finance market of our country, the substitutes such as bank financial products have become increasingly fierce competition. It also led to the emergence of many problems. Among them, the problems related to bancassurance products, especially the development and marketing of life insurance products, are particularly prominent. From the source, these problems are due to the one-sided emphasis on the premium scale and the single and backward marketing means of the life insurance companies in our country. The persistence of these problems has seriously affected the healthy development and sustained growth of life insurance business in China. In particular, there are a series of problems in the development of Chinese life insurance companies, such as over-emphasizing the income but neglecting the safeguard function, product similarity, irrational insurance structure, and not strong complementarity with bank financial products, and so on. These problems are fundamentally due to the marketing strategies of the Bancassurance products, which are mainly reflected in the defects in the marketing incentive mechanism of the life insurance companies, the poor matching degree between the Bancassurance products and the sales channels, the insufficient technical support, and the importance attached to new customers. Despise the existing customer resources maintenance and other aspects. To solve these problems, we must promote innovation in the development and marketing of bancassurance products, including the following measures: the development of bancassurance products should complement and integrate with the banks' own business. The function of Bancassurance life insurance products must be improved, and the marketing channels of Bancassurance products should be diversified. According to the structure of the thesis, the thesis is divided into five chapters. The first chapter briefly introduces the definition of bancassurance, influencing factors, business model and the development of bancassurance business in China. It mainly gives a conceptual description of bancassurance, which lays a foundation for the next analysis of the thesis. The second chapter focuses on the development environment of China's bancassurance products and the main factors affecting the supply and demand of China's bancassurance products. The third chapter lists the bancassurance products launched by Chinese life insurance companies, and puts forward the problems existing in the marketing and development of bancassurance products. It also analyses the causes of these problems. In order to draw lessons from the successful experience in the development and marketing of bancassurance products in some developed economies, the fourth chapter of this paper is devoted to the introduction of foreign bancassurance products. Some experiences of life insurance enterprises in China are summarized and summarized. The fifth chapter is the most important and innovative part of the thesis. Based on the summary of the first four parts and the realistic background of personal finance market in our country, this paper puts forward the feasible innovative thinking and concrete improvement direction of the development and marketing methods of the life insurance products of our country's life insurance companies. The sixth chapter is the conclusion part, the full text analysis has carried on the brief summary and the summary.
【學位授予單位】：西南財經(jīng)大學
【學位級別】：碩士
【學位授予年份】：2013
【分類號】：F274;F842.3
本文編號：2365399
[Abstract]:With the continuous development of socialist market economy and the advancement of the modernization of financial industry, bancassurance, as a means of cooperation in banking and insurance industry, has gained considerable development and occupies a place in the market of personal finance. Also became our country insurance company, especially the life insurance company product marketing one of main channels. China's bancassurance business has gone through nearly 20 years since it came into being in 1990's. In order to achieve great success and occupy a large share of the personal finance market, because the bancassurance products are facing savings in the personal finance market of our country, the substitutes such as bank financial products have become increasingly fierce competition. It also led to the emergence of many problems. Among them, the problems related to bancassurance products, especially the development and marketing of life insurance products, are particularly prominent. From the source, these problems are due to the one-sided emphasis on the premium scale and the single and backward marketing means of the life insurance companies in our country. The persistence of these problems has seriously affected the healthy development and sustained growth of life insurance business in China. In particular, there are a series of problems in the development of Chinese life insurance companies, such as over-emphasizing the income but neglecting the safeguard function, product similarity, irrational insurance structure, and not strong complementarity with bank financial products, and so on. These problems are fundamentally due to the marketing strategies of the Bancassurance products, which are mainly reflected in the defects in the marketing incentive mechanism of the life insurance companies, the poor matching degree between the Bancassurance products and the sales channels, the insufficient technical support, and the importance attached to new customers. Despise the existing customer resources maintenance and other aspects. To solve these problems, we must promote innovation in the development and marketing of bancassurance products, including the following measures: the development of bancassurance products should complement and integrate with the banks' own business. The function of Bancassurance life insurance products must be improved, and the marketing channels of Bancassurance products should be diversified. According to the structure of the thesis, the thesis is divided into five chapters. The first chapter briefly introduces the definition of bancassurance, influencing factors, business model and the development of bancassurance business in China. It mainly gives a conceptual description of bancassurance, which lays a foundation for the next analysis of the thesis. The second chapter focuses on the development environment of China's bancassurance products and the main factors affecting the supply and demand of China's bancassurance products. The third chapter lists the bancassurance products launched by Chinese life insurance companies, and puts forward the problems existing in the marketing and development of bancassurance products. It also analyses the causes of these problems. In order to draw lessons from the successful experience in the development and marketing of bancassurance products in some developed economies, the fourth chapter of this paper is devoted to the introduction of foreign bancassurance products. Some experiences of life insurance enterprises in China are summarized and summarized. The fifth chapter is the most important and innovative part of the thesis. Based on the summary of the first four parts and the realistic background of personal finance market in our country, this paper puts forward the feasible innovative thinking and concrete improvement direction of the development and marketing methods of the life insurance products of our country's life insurance companies. The sixth chapter is the conclusion part, the full text analysis has carried on the brief summary and the summary.
【學位授予單位】：西南財經(jīng)大學
【學位級別】：碩士
【學位授予年份】：2013
【分類號】：F274;F842.3
【參考文獻】
相關期刊論文 前9條
1 應曉喻;歐洲銀行保險春風拂面[J];銀行家;2004年05期
2 溫燕;銀行保險發(fā)展環(huán)境比較及我國銀行保險業(yè)發(fā)展模式選擇[J];金融論壇;2001年06期
3 魯明易;湯華;;銀行保險的跨國比較與分析[J];國際金融研究;2006年01期
4 郭金龍;石曉軍;鄭海濤;;中國的銀行保險戰(zhàn)略視角及其創(chuàng)新[J];國際金融研究;2007年08期
5 宿一凡;杜玉蘭;;發(fā)展我國銀行保險業(yè)務的探討[J];經(jīng)濟師;2006年10期
6 宋明岷;我國銀行保險發(fā)展特點及其SWOT分析[J];金融研究;2005年04期
7 薛海虹;保險業(yè)與金融控股公司發(fā)展的思考[J];上海保險;2001年06期
8 應婕;;保險公司的銀行渠道謀略[J];上海保險;2007年05期
9 方有恒;;論保險需求演變與保險營銷模式選擇[J];上海保險;2007年09期
，本文編號：2365399
本文鏈接：http://www.lk138.cn/jingjilunwen/bxjjlw/2365399.html
最近更新
教材專著
