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硕士毕业论文_信银行长春新城支行银行代理保险产品营销策略研究

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中信银行长春新城支行银行代理保险产品营销策略研究 根据人民银行调查数据显示,截至 2017 年底,国内金融行业的资金托管 业务规模已经累计达到 100 万亿元,与同期国内贷款业务相接近,其资金余额 在国内整个金融领域占比大约为一半。2018 年,中国银保监会监督管理委员会 正式成立,目的是对银行业和保险业按照法律法规进行统一的监督与管理,保 护消费者的合法权益,以更好地维护金融稳定。银行托管资金规模增大、监管 力度增加,这些都为银行代理保险销售量的提升带来新的支持。本文以中信银 行长春新城支行为研究对象,通过对银行代理保险的发展和营销现状进行分析, 归纳总结其存在的问题,并剖析问题产生的原因,针对问题提出营销策略,为 银行保险产品营销提供参考。 国内外对于银行保险的研究较少,本文通过对中信银行长春新城支行银 行代理保险产品进行深入浅出地解析,找出这些产品的特点,然后将现在热销 的几种产品进行对比,从产品对比中找到产品特点,并分析营销方面的问题, 如客户细分做的不够到位、理财购买氛围缺失、缺乏有效的技术培训和宣传力 度不足以及理财经理开口率低等。 在明确营销过程中的问题基础上,针对以上问题对新城支行银行保险产 品的营销环境进行多维度、分层次的剖析。先是从宏观上分析长春市场的政治 环境、经济环境、文化环境、技术环境等情况,再依据波特“五力模型”分析 影响竞争的要素,包括供应方的议价能力、需求方的议价能力、新进者的威胁、 替代品的威胁、同行之间的竞争对中信银行新城支行银行保险产品营销时存在 的力量进行分析,确定有影响力的力量代表。然后,通过 SWOT 分析方法,从 优势、劣势、机会、威胁四个方面对新城支行银行保险产品的营销环境作出分 析,根据分析结果,提出解决方案。II 最后,根据 STP 模型,对上述问题提出可操作性的策略。策略根据 4P 营 销理论来制定,即从产品、价格、渠道、促销四个方面着手进行。具体表现为, 产品策略是要针对目标客户配置不同的产品或组合,产品功能要满足客户的实 际需求并且让客户购买产品时获得专属感;价格策略包括差异化的产品定价和 差异化的价格福利两方面,让客户自行选择适合自己的产品的同时,为不同客 户提供不同的福利服务;渠道策略主要是做好渠道拓展工作,将网络、网点、 外拓的渠道拓展手段有机结合起来,各渠道营销相互配合,达到拓展渠道的目 的。主动推广营销策略就是要积极主动出击,增加营销的开口率,提升一线销 售人员的营销积极性。 关键词: 股份制银行,代理保险,SWOT 分析,市场营销III Abstract Research on Marketing Strategy of BankAgent Insurance in Xincheng Branch of China Citic Bank According to the survey data of the People's Bank of China, as of the end of 2017, the scale of the fund custody business in the domestic financial industry has reached 100 trillion yuan, which is close to the domestic loan business in the same period, and its fund balance accounts for about half of the entire domestic financial sector. In 2018, the China Banking and Insurance Regulatory Commission's Supervision and Administration Committee was formally established, with the aim of conducting unified supervision and management of the banking and insurance industries in accordance with laws and regulations, protecting the legitimate rights and interests of consumers, and better safeguarding financial stability. The increase in the size of bank custody funds and the increase in supervision have brought new support to the increase in bank agent insurance sales. This article takes the research object of Changchun Xincheng branch behavior of China CITIC Bank, through the analysis of the development and marketing status of bank agency insurance, summarizes its existing problems, analyzes the causes of the problems, proposes marketing strategies for the problems, and provides marketing strategies for bank insurance products. reference. There are few studies on bank insurance at home and abroad. This article analyzes the bank agent insurance products of CITIC Bank Changchun Xincheng Sub-branch to find out the characteristics of these products, and then compares several products that are currently selling. From the product comparison Find product features and analyze marketing issues, such as insufficient customer segmentation, lack of wealth management buying atmosphere, lack of effective technical training and insufficient publicity, and low opening rate of wealth management managers. On the basis of clarifying the problems in the marketing process, aIV multi-dimensional and hierarchical analysis of the marketing environment of bank insurance products of Xincheng Sub-branch was carried out based on the above problems. First, it analyzes the political environment, economic environment, cultural environment, and technological environment of the Changchun market from a macro perspective, and then analyzes the factors that affect competition according to Porter's "five force model", including the bargaining power of the supply side, the bargaining power of the demand side, The threat of new entrants, the threat of substitutes, and the competition among peers analyze the power of CITIC Bank Xincheng Sub-branch in marketing insurance products, and determine the representatives of influential power. Then, through the SWOT analysis method, the marketing environment of bank insurance products of Xincheng Sub-branch is analyzed from four aspects: advantages, disadvantages, opportunities, and threats. Based on the analysis results, solutions are proposed. Finally, according to the STP model, an operable strategy for the above problems is proposed. The strategy is formulated based on the 4P marketing theory, that is, proceed from four aspects: product, price, channel, and promotion. The specific performance is that the product strategy is to configure different products or combinations for the target customer, and the product function must meet the actual needs of the customer and allow the customer to get a sense of exclusiveness when buying the product; the price strategy includes differentiated product pricing and differentiated price benefits In two ways, let customers choose their own products and provide different welfare services for different customers; the channel strategy is mainly to do a good job in channel expansion, combining the network, network outlets, and external expansion of channel expansion methods, each channel Marketing cooperates with each other to achieve the purpose of expanding channels. Proactive marketing strategy is to actively take the initiative to increase the marketing opening rate and enhance the marketing enthusiasm of the front-line sales staff. .