摘 要
自二十世纪八十年代以来,随着经济全球化的不断发展，金融自由化和全球化也应运而
生。面对更加激烈的市场竞争，保险公司和银行的进一步合作是顺应国际经济一体化和金
融服务业一体化发展趋势的。在国际上，银行保险走过了较为完整的发展历程，欧美等发
达国家都经历了各具特色的银保营销道路，拥有自身的银保合作营销模式，形成了较为成
熟的微观金融市场，这些都对我国的银行保险发展具有深刻的学习和借鉴意义。我国银行
保险业在其发展过程中本身就具有银行和保险公司在规模、地位和利益等各个方面都不对
称的特点，因此决定了我国目前的银保市场在许多方面都存在问题。

C 人寿保险济南公司是一家大型股份制商业保险公司，是济南市较早成立的几家保险
公司之一，市场排名前三甲，公司发展形势向好。济南作为山东的省会，一直以来是兵家
的必争之地。一家保险公司要在山东打开市场，首先必须在济南成立机构。近几年随着国
家经济结构的调整及山东省政府的大力支持，济南市金融行业中保险公司如雨后春笋般崛
起,但在发展的过程中也暴露出了如产品同质化严重，哄抬手续费、营销渠道单一等问题。

笔者对 C 人寿保险济南中心支公司银行保险业务发展状况进行了详细分析，找出目前
其在营销过程中面临的诸多威胁，分析了其能够把握的市场机会。又进一步对 C 人寿公司
自身的劣势和优势进行了剖析，运用营销学中的相关理论制定了切合 C 人寿济南公司银行
保险业务的营销策略和相关的保障措施。笔者希望这些策略和措施能够为其发展提供一些
建议和参考。

关键词: 银行保险；营销策略；发展模式；客户经营；

ABSTRACT
Since the 1980s，with the continuous development of economic globalization, financial
liberalization and globalization have emerged. Face more intense competition in the market,
further cooperative insurance companies and banks to follow the development trend of
international economic integration and the integration of the financial services industry.
Internationally, ban assurance through a more complete development history, Europe and other
developed countries have experienced a distinctive ban assurance marketing road, with its own
ban assurance marketing model, the formation of a more mature microfinance markets, these has
profound significance for the development of Ban assurance in China. China's banking insurance
industry in its development process itself has banks and insurance companies in all aspects of
size, status and interests and other characteristics are asymmetric, and therefore determine our
current ban assurance market in many ways problematic.
C is large life insurance company in Jinan stock commercial insurance company, is one of
several insurance companies in Jinan established earlier, before the top three markets, the
company's development in the form of the good. As the provincial capital of Shandong, Jinan has
been the military commander of the battleground. An insurance company wants to open the
market in Shandong; Jinan must first be established institutions. In recent years, with the support
of the country’s economic structure adjustment and the Shandong provincial government, Jinan
City, the financial sector insurance companies have mushroomed rise, but in the process of
development is also exposed as serious product homogeneity, drive up fees, single issues such as
marketing channels.
The author of C Life Insurance Company Jinan Center branch ban assurance development
of a detailed analysis to identify the many threats it faces in the current marketing process,
analyze its able to grasp market opportunities. Life on the C further the company’s own
weaknesses and strengths were analyzed, the use of marketing theories developed to meet C Life
Jinan ban assurance business marketing strategies and related safeguards. I hope that these
policies and measures to provide some suggestions and references to its development.
Keywords: banking and insurance; marketing strategy; development model; customers operate;