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MBA毕业论文_行系A保险公司银保业务营销策略研究PDF

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近年来,我国保险业高速发展,各大银行为扩大自己的业务范围、提高自己的盈利 能力,相继控股保险公司,银行系保险公司应运而生。银行系保险公司借助关联银行强 大的资源优势迅速崛起,给现有的保险市场带来一定的冲击,银保业务作为银行系保险 公司的核心业务,对银行系保险公司整体业务发展起着至关重要的作用。银行系保险公 司作为我国保险业的新生代力量,发展时间相对较短,与其关联银行的银保业务合作仍 处于较初级的合作阶段,银保业务存在较多问题亟待解决。本论文通过搜集银行系A保 险公司内部华体汇app安卓下载及相关数据,结合银行系保险公司的特点,对银行系A保险公司银保业 务营销现状进行深入分析,找出A公司银保业务营销现存问题,同时运用SWOT分析 法研究A公司具有的优劣势、面临的机会及威胁,从而提出与A公司目前银保业务营 销现状相匹配的营销策略,希望能对A公司目前的银保业务营销所面临的问题有所帮 助,同时也期待能够为我国银行系保险公司的银保业务提供参考。 关键词:银行系保险公司,银保合作,营销策略,SWOT分析 III ABSTRACT Inrecentyears,China'sinsuranceindustryhasbeendevelopingatahighspeed.Inordertoexpand theirbusinessscopeandimprovetheirprofitability,majorBankshavesuccessivelytakenacontrolling stakeininsurancecompanies.Therapidriseofbank-relatedinsurancecompaniesbyvirtueofthepowerful resourceadvantagesofrelatedBankshasbroughtacertainimpactontheexistinginsurancemarket.Asthe corebusinessofbank-relatedinsurancecompanies,bank-relatedinsuranceplaysacrucialroleinthe overallbusinessdevelopmentofbank-relatedinsurancecompanies.AsanewforceinChina'sinsurance industry,bankinginsurancecompanieshavearelativelyshortdevelopmentperiod,andtheir bank-insurancebusinesscooperationwithrelatedBanksisstillinarelativelypreliminarystage,sothere aremanyproblemsinbank-insurancebusinessthatneedtobesolvedurgently.Thispaper,through collectingbankisAinsurancecompanyinternalinformationandrelateddata,combiningwiththe characteristicsofbankinsurancecompany,thebankisAinsurancecompanybank-insurancebusiness marketingpresentsituationanalysis,findoutAcompanybank-insurancebusinessmarketingexisting problems,andtheadvantagesanddisadvantagesofusingtheSWOTanalyticmethodtostudywithA company,facingtheopportunitiesandthreats,thusputforwardandthepresentstatusofthebank-insurance businessmarketingtomatchAcompany'smarketingstrategy,hopetoAcompany'scurrentbusinessBanks andinsurancemarketinghelp,andtheproblemsfacedandalsolookforwardtoofbankinsurancecompany businessBanksandinsurancecompaniesinourcountry,toprovidethereference. KEYWORDS:Bankinginsurancecompany,Cooperationbetweenbankandinsurance,Marketing strategy,SWOTanalysis V 目录 摘要...................................................................................................................................I ABSTRACT.....................................................................................................................III 目录..................................................................................................................................V 1绪论...............................................................................................................................1 1.1研究背景及意义.......................................................................................................1 1.2研究内容...................................................................................................................1 1.3研究方法...................................................................................................................2 1.3.1文献研究法........................................................................................................2 1.3.2案例分析法........................................................................................................2 1.4文献综述...................................................................................................................2 1.4.1国外相关研究....................................................................................................2 1.4.2国内相关研究....................................................................................................4 1.5研究创新...................................................................................................................6 2相关概念及理论综述.....................................................................................................6 2.1保险...........................................................................................................................7 2.2银行保险...................................................................................................................7 2.2.1银行保险的概念................................................................................................7 2.2.2银行保险的模式................................................................................................7 2.3我国银行保险发展历程...........................................................................................9 2.3.1探索阶段............................................................................................................9 2.3.2蓬勃发展阶段..................................................................................................10 2.3.3调整与转型阶段..............................................................................................11 2.3.4规范发展阶段..................................................................................................11 2.4我国银行系保险公司.............................................................................................12 VI 2.5营销组合................................................................................................................13 2.6市场细分.................................................................................................................14 2.7服务营销.................................................................................................................16 3A公司银保业务营销现状及问题................................................................................17 3.1A公司基本情况......................................................................................................17 3.1.1公司简介..........................................................................................................17 3.1.2组织架构..........................................................................................................17 3.1.3经营情况..........................................................................................................18 3.2A公司银保业务营销现状.....................................................................................23 3.2.1银保产品..........................................................................................................23 3.2.2保费占比..........................................................................................................28 3.2.3合作网点..........................................................................................................28 3.2.4营销团队..........................................................................................................29 3.3A公司银保业务营销现存问题..............................................................................29 3.3.1产品同质严重..................................................................................................29 3.3.2销售方式单一..................................................................................................30 3.3.3团队专业度不足..............................................................................................30 3.3.4客户服务有待创新..........................................................................................31 4A公司银保业务营销策略............................................................................................33 4.1A公司SWOT分析................................................................................................33 4.1.1具有的优势......................................................................................................33 4.1.2存在的劣势......................................................................................................34 4.1.3可把握的机会..................................................................................................35 4.1.4面临的威胁和挑战..........................................................................................38 4.2A公司银保业务营销策略.....................................................................................40 4.2.1创新产品研发..................................................................................................40 4.2.2丰富销售方式..................................................................................................42 4.2.3打造专业化营销团队......................................................................................45 VII 4.2.4提供差异化客户服务......................................................................................47 5结论与展望...................................................................................................................49

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