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1、湖南大學(xué)碩士學(xué)位論文基于期繳業(yè)務(wù)的銀保營銷渠道研究姓名:周利武申請學(xué)位級別:碩士專業(yè):金融學(xué)指導(dǎo)教師:陳迪紅20110514碩f‘學(xué)f蕾淪史摘要銀行保險作為全球經(jīng)濟(jì)一體化和金融服務(wù)融合的產(chǎn)物,已成為銀行和保險業(yè)提高利潤率、開辟新市場的重要手段。特別是最近幾年,銀行和保險公司逐步調(diào)整經(jīng)營結(jié)構(gòu),鼓勵發(fā)展保障、期繳、長期性保險產(chǎn)品并探索推行傳統(tǒng)壽險產(chǎn)品費(fèi)率改革,強(qiáng)化分紅保險和萬能保險的平滑機(jī)制,從制度上加快了保障型、期繳產(chǎn)品的進(jìn)程。本文從戰(zhàn)略分析角度出發(fā),運(yùn)用環(huán)境分析法和SWOT分析法,總結(jié)分析了在新的經(jīng)營環(huán)境下、新的戰(zhàn)略決策
2、下銀保營銷渠道的發(fā)展現(xiàn)狀、發(fā)展變化及其存在的問題。尤其是在大力發(fā)展期繳業(yè)務(wù)的前提條件下,分析了銀保營銷渠道和期繳業(yè)務(wù)分別存在的困難和問題。通過對比分析境外銀保市場有關(guān)銀保營銷渠道建設(shè)與期繳業(yè)務(wù)之間的區(qū)別和聯(lián)系,并在此基礎(chǔ)上予以總結(jié)和借鑒。運(yùn)用管理學(xué)的基本原理,從銀保營銷渠道戰(zhàn)略選擇所面臨的內(nèi)、外部壞境分析入手,分析了期繳業(yè)務(wù)對于銀保渠道選擇的重要性。通過對銀保營銷渠道的市場調(diào)研分析,創(chuàng)建了基于期繳業(yè)務(wù)的銀保渠道建設(shè)構(gòu)架模型,并在此基礎(chǔ)上提出了銀保營銷渠道系統(tǒng)化運(yùn)作模式,對基于期繳業(yè)務(wù)的銀保營銷渠道作出了現(xiàn)實的選擇。關(guān)鍵詞
3、:銀行保險;期繳業(yè)務(wù);營銷渠道lI幕十朗繳qp務(wù)的锃{保?¥銷渠道{lJf究AbstractBancassuranceasaworldeconomicintegrationandfusionoffinancialservices,bankingandinsurancehasbecomethenewmarkets,animportantmeanstoimproveprofitability.Especiallyinrecentyears,banksandinsurancecompaniestograduallyadjust
4、themanagementstructure,encouragethedevelopmentofprotectionofpay,long.terminsuranceproductsandtoexploretheimplementationofthereformoftraditionallifeinsuranceproducts,rates,strengthentheparticipatinginsuranceanduniversallifeinsurance,smoothingmechanism,fromthesyste
5、mtospeedupthesecuritytype,theprocessofpremiumproducts.ThisarticlefromastrategicanalysisAngle,useenvironmentanalysisandSWOT,summarizesandanalyzesthenewbusinessenvironment,newstrategicdecisionsBancassurancemarketingchanneldevelopmentpresentsituation,developmentandc
6、hangestheexistingproblems.Especiallyinvigorouslydevelopingthepremiseconditionregularbusiness,analyzestheBancassurancemarketingchannelsandperiodregularbusinessthedifficultiesandproblemsrespectively.BycomparingtheanalysisoftheBancassurancemarketforforeignbanksonBan
7、cassuraneemarketingchannelsconstructionandoperationsofthedistinctionbetweenpaidandcontact,andbeconcludedonthisbasisandreference.Theuseofthebasicprinciplesofmanagement,fromtheBancassurancemarketingchannelsstrategicchoicesfacingtheinternalandexternalenvironmentalan
8、alysis,analyzestheregularbusinessoptionsfortheimportanceofbancassurancechannel.Marketingchannelsthroughthebancassurancemarketresearchanalysis,createdabusinessb