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MBA硕士毕业论文_银行Z分行银保业务营销策略优化研究

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随着国内金融自由化的不断发展以及金融业、保险业改革的深入,保险公司与 银行的合作,己经成为了顺应金融服务—体化的大势所趋,银保合作将成为未来行 业发展主流趋势,深化发展银保合作,是银行转型发展的重要机遇。 近年来随着收入水平的增长和生活质量的提升,居民的保险意识日益增强,对于 保险产品的需求越来越迫切,一直以来,银行凭借其客户资源多、开设网点多、客户 受众面大等优势,成为保险产品销售绕不开的重要渠道,于是银保产品应运而生。然 而,在过去的几十年银保业务发展中,因为金融行业内一些不当的销售行为在很大程 度上的影响客户对银保产品的信任度,影响了银保产品的信誉度,造成一定程度的 客户流失。 自从 2018 年银监会与保监会两会合并后,银行和保险行业的监管更加规范,保险 类业务更加强调其保障功能,短期趸缴型保险产品将依次逐渐退出历史的舞台。随着 监管政策及市场大背景的不断变化,H 银行 Z 分行迫切需要制定完善的营销策略从而 推进银保业务的深化可持续发展。 本文经过对 H 银行 Z 分行银保业务营销的策略方法的研究,提出了不断修正银保 产品构造、强化专业人员的素养、开拓更多产品销售渠道、扎根目标客户群体、不 断加大宣传力度等营销的策略方式,以期在两会合一的新型监管环境下,为 H 银行 Z 分行银保业务的扩张与发展提供借鉴,进而提升 H 银行 Z 分行银保业务在本地的市场 份额,推动 H 银行 Z 分行经济利润的稳步增长。 本文研究内容重点放在 H 银行 Z 分行的现有银保业务现状、存在的问题和原 因,以及现有营销策略与 H 银行 Z 分行银保业务发展现状冲突的地方,以及从实践中 反映的限制银保业务发展的问题上,进而提出适应现有的内部管理环境和外部政策、 社会环境等匹配,尤其是与 H 银行 Z 分行匹配的银保业务营销策略,进一步提升对 银保业务重要性的认识,提升银保业务销售人员专业素质,完善对银保业务的保障 机制,细分银保业务客户受众群体,提高消费者对银保业务的认知和接纳,从而推 动 H 银行 Z 分行银保业务稳定快速发展。 本文探讨的现实意义是在科学分析 H 银行 Z 分行银保业务当下存在的问题和原 因的基础上,提出改行新型的银保业务营销策略,将营销策略呈现给公司高管层,力 争新的营销策略在 H 银行 Z 分行银保业务发展中可保证得以实施,这必定有利于银保 业务在所有银行业务的占比不断进行扩大,为 H 银行 Z 分行银保业务发展赢得战略地 位提供助力与支持,对 H 银行 Z 分行客户,尤其是高净值客户群体金融服务提供更好 的支撑点,实践效果还可为同一类型的银行保险业务的销售提供更多更全的辅助参 考。H 银行 Z 分行银保业务营销策略优化研究 2 关键词:银保产品;营销策略;顾客价值;消费者教育H 银行 Z 分行银保业务营销策略优化研究 I ABSTRACT With the continuous development of domestic financial liberalization and the deepening of the reform of financial industry and insurance industry, the cooperation between insurance companies and Banks has become an inevitable trend of financial services-institutionalization. Bank-insurance cooperation will become the mainstream trend of future industry development. Deepening bank-insurance cooperation is an important opportunity for the transformation and development of Banks. In recent years, along with the increase of income level and the improvement of quality of life, the people's insurance consciousness is growing, the demand for insurance products is more and more urgent, for a long time, the bank with its customer resources, to open outlets, such as customers at a big advantage, become an important channel of insurance products sales is not open around, so the bank-insurance product arises at the historic moment. However, in the development of bank-insurance business in the past few decades, some improper sales behaviors in the financial industry have greatly affected customers' trust in bancassurance products, affected the credibility of the products, and caused a certain degree of customer loss. After the merger of the China Insurance Regulatory Commission (CIRC) in 2018, industry regulation was further standardized, insurance business began to emphasize the protection function, and short-term single-payer insurance products will gradually withdraw from the stage of history. With the constant changes of regulatory policies and market environment, H Bank needs to formulate perfect marketing strategies to promote the sustainable development of bank-insurance business. In this article, through the study of anhui merchants bank bank-insurance business marketing strategy, and puts forward the adjustment of silver insurance product structure, strengthen the professional quality, broaden the sales channels, positioning the target customer groups, intensify propaganda and marketing strategy, in order to become one in two new regulatory environment, provide a reference for the development of anhui merchants bank bank-insurance business, raise anhui merchants bank bank-insurance business in the local market share, promote the growth of h bank economic profits. In this paper, the research content focusing on existing h bank business problems and reasons for Banks and insurance companies, as well as marketing strategies and the current situation of the development of anhui merchants bank bank-insurance business channel conflict, and a lot of restrictions on the strategy of business development Banks and insurance companies, so as to put forward with the existing internal and external environment, especially with anhui merchants bank match bank-insurance businessH 银行 Z 分行银保业务营销策略优化研究 II marketing strategy, further improve the recognition of the importance of business Banks and insurance companies, promote bank-insurance business sales staff professional quality, perfect the safeguard mechanism of bank-insurance business audience segmentation bank-insurance business customers, improve the consumer's perception of business Banks and insurance companies and acceptance, so as to promote anhui merchants bank bank-insurance business steady and fast development. The practical significance of this study is through scientific analysis of anhui merchants bank bank-insurance business current existing problems and reasons, put forward the new anhui merchants bank bank-insurance business marketing strategy, marketing strategy will be provided to the company senior management, strive for the new marketing strategy can be implemented in anhui merchants bank business development Banks and insurance, is conducive to business Banks and insurance companies in all of banking accounted for promotion, for anhui merchants bank provide new impetus to support business development, Banks and insurance for bank customers, especially high net worth customer service to provide better support. If better results are achieved, it is also expected to provide a series of references for the marketing of other similar banking and insurance businesses. KEY WORDS: Banking and Insurance Product; Marketing Strategy; Customer Value ; Consumer EducationH 银行 Z 分行银保业务营销策略优化研究 1 目 录 第一章 绪论..................................................................................................1 第一节 选题背景............................................................................................................. 1 一、银保业务发展现状..................................................................................................... 1 二、银保业务发展的未来趋势......................................................................................... 3 三、银行业的转型发展需要............................................................................................. 3 第二节 研究目的与意义................................................................................................... 4 一、研究目的..................................................................................................................... 4 二、研究意义..................................................................................................................... 5 第三节 银保业务营销策略研究现状............................................................................... 5 一、影响银保业务发展的外部因素................................................................................. 6 二、银保业务营销存在的主要问题................................................................................. 7 三、文献评述................................................................................................................... 11 第四节 研究内容和研究方法......................................................................................... 11 一、研究内容................................................................................................................... 11 二、研究方法................................................................................................................... 13 第二章 银保业务营销理论基础..................................................................14 第一节 银保简介............................................................................................................. 14 一、银保的定义和内涵................................................................................................... 14 二、银保的主要特征....................................................................................................... 14 三、银行保险的营销模式............................................................................................... 17 第二节 银保业务营销理论基础..................................................................................... 18 一、人员推销理论........................................................................................................... 18 二、顾客价值理论........................................................................................................... 20 三、消费者教育理论....................................................................................................... 23 第三章 H 银行 Z 分行银保业务营销现状及问题...................................... 24 第一节 H 银行 Z 分行银保业务的营销策略现状.......................................................... 24H 银行 Z 分行银保业务营销策略优化研究 2 一、H 银行 Z 分行银保业务现状.................................................................................... 24 二、H 银行 Z 分行银保业绩现状.................................................................................... 25 三、H 银行 Z 分行银保业务营销现状............................................................................ 27 第二节 H 银行 Z 分行银保业务竞争者及消费者分析.................................................. 29 一、H 银行 Z 分行银保业务竞争者分析........................................................................ 29 二、H 银行 Z 分行银保业务消费者分析........................................................................ 30 第三节 H 银行 Z 分行银保业务的营销问题分析........................................................ 34 一、人员推销动力不足................................................................................................... 34 二、顾客价值定位不清................................................................................................... 35 三、消费者教育尚不充分............................................................................................... 37 第四章 H 银行 Z 分行银保产品营销策略的优化...................................... 38 第一节 H 银行 Z 分行银保业务营销中人员推销策略优化.......................................... 38 一、人员推销策略优化方向........................................................................................... 38 二、人员推销策略实施................................................................................................... 39 第二节 H 银行 Z 分行银保业务营销中客户价值定位策略优化.................................. 41 一、客户价值定位策略优化方向................................................................................... 41 二、客户价值定位策略实施........................................................................................... 42 第三节 H 银行 Z 分行银保业务营销中消费者教育策略优化...................................... 43 一、消费者教育策略优化方向....................................................................................... 43 二、消费者教育策略实施............................................................................................... 44 第五章 H 银行 Z 分行银保业务营销策略的保障...................................... 46 一、提高战略定位........................................................................................................... 46 二、优化产品机构........................................................................................................... 46 三、强化员工培训........................................................................................................... 47 四、强化考核评比........................................................................................................... 47 第六章 结论与展望......................................................................................48 第一节 H 银行 Z 分行银保业务营销研究结论.............................................................. 48 第二节 研究展望............................................................................................................. 49