我国银行保险营销策略的问题与对策.docVIP

我国银行保险营销策略的问题与对策 摘要 随着我国社会经济的飞速发展，我国的银行保险业也获得了迅猛的发展，无论是现在的分业经营还是以后的混业经营，银行保险业未来的发展速度必将越来越快。但是由于我国的市场经济环境，相关的制度以及政策等多方面的因素，我国银行保险业在发展的过程中出现了许多的问题，银行保险业竞争的不断加剧，使银行保险业的市场环境更加的恶劣。独特而完整的营销策略能够有效的提升银行保险企业的竞争力，并且有效的开发客户资源，形成自身的核心营销能力，以促使银行保险的健康快速发展。本文从介绍银行保险的定义和功用入手，浅要介绍我国银行保险业的发展现状，着重分析我国银行保险营销存在的主要问题，以对加快发展我国银行保险营销给出合理化的建议及对策。 关键词：银行保险 营销策略 对策 abstract With the rapid development of social economy in our country, our country the bank insurance industry also obtained fast development, regardless of whether they are now separated operation or mixed management in future, the future development of bancassurance will become more and more fast. But because our country market economy environment, the related factors of system and policy aspects of bancassurance in China a lot of problems in the process of development of bank insurance competition intensifying, the bancassurance market environment is more bad. Unique and complete marketing strategy can effectively promote the competitiveness of the bank insurance company, and effectively develop customer resources, to form its core marketing ability, to promote the healthy and rapid development of bank insurance. This paper introduces the definition and function of bank, insurance, shallow to introduce the development of bancassurance in our country present situation, emphatically analyzed the main problems of bank insurance marketing, to speed up the development of Chinas bank insurance marketing rationalization proposals and countermeasures are presented. Key words: Bank insurance marketing strategy countermeasures 目 录 TOC \o 1-3 \h \z \u 摘要 1 abstract 2 1.银行保险概述 3 1.1银行保险的定义 3 1.2银行保险的功用 4 2.我国银行保险业的发展现状 4 3.我国银行保险营销存在的主要问题 5 3.1产品单一，价格无法比较，消费者缺乏选择 5 3.2营销渠道经营粗放,网点优势无法突显 5 3.3促销手段单一 6 3.4营销服务留于表面化,服务技术相对落后 6 3.5营销竞争不规范,存在恶性竞争 7 4.加快发展我国银行保险营销的对策 7 4.1加快银行保险产品创新研究,适时开发适销产品 7 4.2加强营销渠道管理,提高银保双方工作人员素质 8 4.3加强促销宣传管理,大兴诚信之风,杜绝误导销售 8 4.4提高服务水平,加强电子商务信息化平台建设 9 4.5加强监管,规范手