【摘要】：自二十世紀八十年代以來,隨著經(jīng)濟全球化的不斷發(fā)展，金融自由化和全球化也應運而生。面對更加激烈的市場競爭，保險公司和銀行的進一步合作是順應國際經(jīng)濟一體化和金融服務業(yè)一體化發(fā)展趨勢的。在國際上，，銀行保險走過了較為完整的發(fā)展歷程，歐美等發(fā)達國家都經(jīng)歷了各具特色的銀保營銷道路，擁有自身的銀保合作營銷模式，形成了較為成熟的微觀金融市場，這些都對我國的銀行保險發(fā)展具有深刻的學習和借鑒意義。我國銀行保險業(yè)在其發(fā)展過程中本身就具有銀行和保險公司在規(guī)模、地位和利益等各個方面都不對稱的特點，因此決定了我國目前的銀保市場在許多方面都存在問題。 C人壽保險濟南公司是一家大型股份制商業(yè)保險公司，是濟南市較早成立的幾家保險公司之一，市場排名前三甲，公司發(fā)展形勢向好。濟南作為山東的省會，一直以來是兵家的必爭之地。一家保險公司要在山東打開市場，首先必須在濟南成立機構(gòu)。近幾年隨著國家經(jīng)濟結(jié)構(gòu)的調(diào)整及山東省政府的大力支持，濟南市金融行業(yè)中保險公司如雨后春筍般崛起,但在發(fā)展的過程中也暴露出了如產(chǎn)品同質(zhì)化嚴重，哄抬手續(xù)費、營銷渠道單一等問題。 筆者對C人壽保險濟南中心支公司銀行保險業(yè)務發(fā)展狀況進行了詳細分析，找出目前其在營銷過程中面臨的諸多威脅，分析了其能夠把握的市場機會。又進一步對C人壽公司自身的劣勢和優(yōu)勢進行了剖析，運用營銷學中的相關理論制定了切合C人壽濟南公司銀行保險業(yè)務的營銷策略和相關的保障措施。筆者希望這些策略和措施能夠為其發(fā)展提供一些建議和參考。
[Abstract]:Since 1980's, with the development of economic globalization, financial liberalization and globalization have emerged. In the face of more fierce market competition, the further cooperation between insurance companies and banks is in line with the development trend of international economic integration and financial services integration. Internationally, bancassurance has gone through a relatively complete development process. Developed countries such as Europe and the United States have experienced different ways of bancassurance marketing, have their own cooperative marketing mode of bancassurance, and have formed a more mature micro-financial market. All these have profound learning and reference significance for the development of bancassurance in our country. In the course of its development, the banking and insurance industry in China has the characteristics of asymmetry in the scale, status and interests of the banks and insurance companies. Therefore, it is decided that there are many problems in the current banking insurance market in China. C Life Insurance Jinan Company is a large joint-stock commercial insurance company and one of several insurance companies established earlier in Jinan. Market ranking top three, the company's development situation is good. Jinan, as the provincial capital of Shandong, has always been a necessary place for soldiers. An insurance company to open the market in Shandong, first of all must set up institutions in Jinan. In recent years, with the adjustment of the national economic structure and the strong support of the Shandong Provincial Government, insurance companies in Jinan's financial industry have sprung up, but in the process of development they have also been exposed such as serious product homogeneity and high handling charges. Single marketing channels and other issues. The author makes a detailed analysis of the development of the bank insurance business of C Life Insurance Jinan Central Branch Company, finds out the many threats it faces in the marketing process, and analyzes the market opportunities it can grasp. Furthermore, it analyzes the disadvantages and advantages of C Life Insurance Company itself, and formulates the marketing strategy and relevant safeguard measures for the bank insurance business of C Life Jinan Company by using the relevant theory of marketing. I hope these strategies and measures can provide some suggestions and references for its development.
【學位授予單位】：山東師范大學
【學位級別】：碩士
【學位授予年份】：2014
【分類號】：F842.3;F274

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