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论文编号：	1688
作者编号：	2120072263
上传时间：	2009/12/11 22:42:27
中文题目：	新华保险辽宁分公司银行保险的营销模式研究
英文题目：	Study on mode of bancassurance Marketing of Xinhua Insurance Liaoning Branch
指导老师：	薛有志教授
中文关键字：	银行保险 营销 金融市场 理财规划 寿险规划师
英文关键字：	Bancassurance；Marketing；Financial markets；Financial planning；
中文摘要：	随着全球经济一体化及金融一体化的深入发展，银行保险作为一种金融创新已经成为各国银行业和保险业所关注的焦点。对银行业来讲，银行保险作为其开展的中间业务，日益发挥着重要的作用，不仅增加了银行网点的营业收入，而且又为其混业经营提供了一种有益的尝试。对于保险业来讲，银行保险是一个重要的销售渠道，是在原有销售模式上的一种创新，为保险公司保费收入做出了重要贡献。如何更好地发挥银行保险的作用，这对于我国金融业更好更快的发展有着重要的意义。 本文通过宏观及微观两个层面来对银行保险进行综合性的研究分析，宏观方面：从银行保险的发展、历史变迁、国内外对于银行保险营销模式的选择及实践等三个层面进行剖析。银行保险是一种新型的营销模式，它在国外出现的时间并不长，但其发展速度却非常的快。尤其是进入到中国市场以来，伴随着中国金融领域的一体化进程而发展壮大。文章通过对银行保险的发展过程中营销模式的演变进行了详细分析及介绍，并且在这一过程中简单介绍了国际银行保险领域较为先进的营销模式。微观方面：对于一家全国性保险公司的省级分公司进行银行保险的营销模式方面的研读，分析了该公司的经营状况及现在所采取的营销模式，指出其在银行保险的营销模式中所存在的问题及具体采取改进的措施，并且针对该公司的具体情况，结合国际上较为先进的银行保险营销模式及我国的现阶段经济发展状况，提出了个人寿险规划这种符合该公司经营特点的营销模式，采用这种营销模式更有利于银行保险业务的开展，也进一步提升了该公司的核心竞争力。 随着我国金融市场的发展和完善，银行保险的营销模式会有更多的创新，而寿险规划师（BFP）的个人寿险规划必定成为银行保险营销模式的中坚力量。也会在银行保险的发展过程中发挥更大的作用。中国金融领域的混业经营模式已经成为一种不可阻挡的趋势在逐渐推广开来，必定会对我国的金融市场产生强烈的冲击，也会使我国的市场经济迈向一个新的台阶。
英文摘要：	With the global economic integration and financial integration, in-depth development of bancassurance as a financial innovation has become the focus of attention of world banking and insurance industry. The banking sector is concerned, bancassurance as part of its intermediary business has become increasingly playing an important role, not only increase the revenue of bank outlets, but also for its universal banking provides a useful attempt. For the insurance industry is concerned, bancassurance is an important sales channel, is a new sales model, an innovative, premium income for insurance companies has made an important contribution. How to better play the role of bancassurance, it has great significance to China's financial industry more better and faster development. In this thesis, two aspects of macro and micro-insurance for bancassurance to undertake a comprehensive research and analysis, macro areas: the development of bancassurance and it’s history、home and abroad for the bancassurance sales and practice mode choice analysis of the three levels. Bancassurance is a new marketing model, which appeared in the foreign time is not long, but its development is very rapid. Especially to the Chinese market has been accompanied by the Chinese financial sector integration in the process of development and growth. In this thesis by the process of development of bancassurance model of the evolution of marketing carried out detailed analysis and description, and in the process, a brief introduction of the International Bank of the more advanced the field of bancassurance marketing mode. Micro-areas: Provincial branches of national insurance company as a study to the bancassurance marketing models, analysis of the company's operating condition and is now taking the marketing model, pointing out that in the bancassurance marketing models that exist problem and specific measures taken to improve, and against the company's specific situation, combined with more advanced international banking insurance marketing model and our country's current economic development situation, made a personal life insurance plan that meets the characteristics of a marketing company mode, using this marketing model is more conducive to the launching of bancassurance, but also further enhance the company's core competitiveness. As China's financial market development and improvement，there will be more innovative marketing model, while the bancassurance financial planner (BFP) of the individual life insurance plan is bound to the backbone of bancassurance marketing mode. The development of bancassurance will also play a greater role. The universal banking model of China's sector has become an unstoppable trend is gradually spreads throughout our country will definitely have a strong impact on financial markets, but also allow China's market economy and towards a new level.
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