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 险公司内部资料及相关数据，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..................