保险代理业务探究.pdfVIP

保险代理业务研究—中国农业银行上海市分行实证分析 摘 要 本文是在对中国农业银行上海市分行（下称上海农行）2001 年 至 2007 年保险代理业务发展情况以及相关数据分析的基础上，对 上海农行保险代理业务的发展现状、存在问题进行了阐述并提出了 建议和措施。 保险代理业务已经是一项在国际银行业成熟，国内银行业盛行 的银行中间业务。本文首先从国际上银行保险的发展状况进行分 析，列举了法国、香港的银行保险的开展情况；比较了国内银行保 险的发展历史，说明了我国银行保险业务所处地位。 其次从五种竞争力（替代品、客户、竞争者、供应商、潜在竞 争者）的角度对上海农行的保险代理业务情况进行了分析，并且提 出了目前上海农行保险代理业务面临的替代品竞争、缺乏长期战略 等困境。 然后通过对上海农行发展保险代理业务的动因、经营模式的分 析，分别从组织结构、营销渠道、品牌建立、客户关系管理、产品 研发、员工激励机制等多个角度提出其对于保险代理业务发展中的 作用以及分析其存在的不足。 最后对上海农行保险代理业务的核心竞争力的构建提出设想， 并指出技术创新、管理创新、企业文化创新是其核心竞争力建立的 必要条件。 关键词：上海农业银行，保险代理，经营模式，核心竞争力 INSURANCE AGENCY BUSINESS RESEARCH - CASE STUDY IN AGRICULTURE BANK OF CHINA SHANGHAI BRANCH ABSTRACT This article is based on the study of Agriculture Bank of China Shanghai Branch (Shanghai agriculture bank) insurance agency business as well as the analysis from 2001 to 2007.The paper elaborates Shanghai agriculture bank insurance agency business situation at present and the existence question , puts forward the proposal and the measure. This article consists of 5 chapters. The first chapter analyses the international bank insurance, enumerates French, Hong Kongs bank insurance situation, Compares with the domestic bank insurance development history. The second chapter carries on the analysis of Shanghai agriculture bank’s insurance agency business through five competitive powers (substitute, customer, competitor, supplier, potential competitor), proposes substitute competition that now faced. The third and the fourth chapters elaborate the agent of developing insurance agency business; and analyses the operational management pattern, include the organizational structure, the marketing channel, the brand establishment, the customer relationship management, the