聊城大学专业硕士学位论文
摘要
近年来，伴随着互联网信息技术的快速发展，中国经济的网络化和数字化程度
日趋提高，市场营销的宏观环境、中观环境和微观环境都发生了天翻地覆的变化。
包括保险营销在内的企业营销也不得不适应这种环境变化而不断地优化自身策略。A
寿险公司与银行合作所开展的银行保险业务，为提高业务产能，也在进行营销策略
的创新。但是，其营销策略的创新无法深入解决其营销的问题，仍存在一定的问
题。因此，如何适应当前环境从而进一步优化银保营销策略，既是A寿险公司面临
的现实问题，也是值得研究的重要理论问题。
本论文以当代营销策略理论为基础，运用规范分析与实证分析相结合、调查问
卷、统计分析等方法。首先，在系统回顾A寿险公司发展历程，特别是银保业务发
展历程的基础上，深入剖析了A寿险公司现有银保业务营销策略存在的问题，诸如
产品策略方面存在产品结构单一、种类不丰富、保障范围小等问题；价格策略方面
存在定价价位不准确、定价标准不科学等问题；渠道策略方面存在现有渠道资源利
用不充分、销售渠道单一等问题；促销策略方面存在广告宣传力度不足、活动体验
开展不规范、现场说法活动开展比较少等问题。其次，在全面分析A公司银保营销
业务内外环境与制约因素的基础上，提出了改进该公司银保业务营销策略的具体方
案：银保营销策略改进的主要原则是客户至上原则、风险与效益兼顾原则、合作共
赢原则、与时俱进原则等；营销策略改进的总体目标是实现年保费收入由57.62亿
元提升为百亿元，客户的满意度达到95%以上，努力成为国内外更具影响力的寿险
公司。策略优化的具体措施包括：在产品策略方面要丰富产品种类，扩大产品保障
范围；在价格策略方面要制定差异化定价策略，提升议价能力；在渠道策略方面要
充分利用现有渠道，深化渠道经营，并建设多元化的渠道；在促销策略方面要加大
广告宣传力度、规范活动体验。最后，提出了策略优化方案得以实施的保障措施，
包括组织保障、制度保障和人才保障等方面的措施。
关键词：寿险公司；银保业务；营销策略
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聊城大学专业硕士学位论文
ABSTRACT
In recent years, with the rapid development of Internet information technology, the
degree of networking and digitization of China's economy is increasing day by day. The
macro environment, meso environment and micro environment of marketing have large
changes. Enterprise marketing,including insurance marketing, has toadapt to this
environmental change and constantlyoptimize its own strategy. The bancassurance
business carried out by A life insurance company in cooperation with the bank is also
innovating its marketing strategy in order to improve its business productivity. However,
the innovation of its marketing strategy can not deeply solve its marketing problems, and
there are still some problems. Therefore, how to adapt to the current environment for
optimizing the bancassurance marketing strategy is not only a practical problem faced by A
life insurance company, but also an important theoretical problem worthy of study.
Based on the contemporary marketing strategy theory, this thesis combines normative
analysis with empirical analysis, questionnaires, statistical analysis and other methods.
Firstly, on the basis of systematic review of the development history of A life insurance
Company, especially the development history of bancassurance business, an in-depth
analysis of the existing problems in the marketing strategy of bancassurance business of A
life insurance company, such as single product structure, insufficient types, small coverage
and otherproblems; The pricingstrategy has someproblems, such asinaccurate
pricing and unscientific price standard. In terms of channel strategy, the existing channel
resources are not fully utilized and the sales channel is single. In terms of promotion
strategy, there are some problems such as insufficient advertising, non-standard activity
experience and less live talk activities. Secondly, based on a comprehensive analysis of the
internal and external environment and constraints of A company's bancassurance marketing
business, the thesis puts forward a specific plan to improve the marketing strategy of the
company's bancassurance business: The main principles of improving bancassurance
marketing strategy are customer first, risk and benefit, win-win cooperation and keeping
pace with the times, etc. The overall goal of marketing strategy improvement is to increase
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聊城大学专业硕士学位论文
the annual premium scale from 5.762 billion yuan to 10 billion yuan, with customer
satisfaction of more than 95%, and strive to become a more influential life insurance
company at home and abroad. The specific measures of strategy optimization include: in
terms of product strategy, to enrich the product category, expand the scope of product
security; In terms of price strategy, differentiated pricing strategy should be developed to
enhance bargaining power; In the channel strategy, we should make full use of existing
channels, deepen channel management, and build diversified channels; In the promotion
strategy to increaseadvertising efforts, standardize activityexperience. Finally, the
guarantee measures for the implementation of the strategy optimization plan are put
forward, including organizational guarantee, system guarantee and personnel guarantee.
Key Words: Life Insurance Company; Bank-insurance Business; Marketing Strategy
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