| In recent years, bancassurance has been a hot domestic and international widespread concerning. Its creation and development has the inside mechanism and external factors. Generally speaking, it is a strategic choice that financing institutions replies the economic and financial situation in our country and from abroad.In order to build up a marketing channel frame of bancassurance to be fit for the situation in our country, the paper tries to use the basic principles of management and marketing to do a further study about bancassurance on the base of the past studies,The paper consists of 5 parts. First part: Analyzing and defining the concept of bancassurce, and elaborating the related theories of the bancansurance marketing research. The second part: Summary the developments and problems of bancassurance marketing channel in our country, through them, giving a direction for our research. Through summary the experiences and strategies of bancassurance marketing channel from abroad, providing to draw beneficial lessons for study of the paper. The third part: according to the characteristics of the bank and the insurance company, analyzing the macro environment and microenvironment in selection of bancassurance marketing channel by the basic principles of management and marketing, through which, getting the realistic choice of the bancassurance marketing channel and it's development model. The fourth and the fifth part: studying the links of management and control of the bancassurance marketing channel, putting forward the mechanism of encouragement and the salary-model and the strategies of risk guarding and supervise-model. So, a opposite integrity management systems of bancassurance marketing channel coming into being. |
PDF Full Text Request