商业银行保险营销渠道研究

商业银行保险营销渠道研究(15000字)
摘 要：银行保险是近年来国内外普遍关注的一个热点问题之一。银行保险的产生和发展有其内在机理和外在原因，但整体说来是金融机构应对国内外经济、金融形势所做出的战略选择。本文在深刻剖析前人研究的基础上，试图运用管理学和市场营销学的基本原理对银行保险做进一步的深入探讨，以期建立一个适合我国银行保险营销渠道发展的框架。
关键词：银行保险 营销 渠道

A study on marketing--channel of bancassurance
Abstract:In recent years，bancassurance has been a hot domestic and international widespread concerning．Its creation and development has the inside mechanism and extemal 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 fight 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.
Key words:Bancassurance；Marketing channel；Mechanism of encouragement