摘要随着经济的快速发展和市场的不断成熟，银行系保险公司在近二十年中得到大力发展。但部分银行系保险公司之间的竞争较为初级，转型过程中留有粗放扩张的影子，保留着较为传统的营销与宣传思路，这导致产品功能严重同质化，市场整体盈利能力下降。所以迫切需要解决寿险业务中存在的问题，保证人寿保险公司业务的平稳发展。其中，在持续升温的市场竞争环境中，寿险业市场化改革逐步推进，保费收入的规模也逐步增加，但发展相对不均衡。本文以大同市工银安盛人寿保险公司的寿险业务为例，采取实地访谈和发放调查问卷的方法，以山西省大同市作为样本采集地区发放问卷进行调查。该问卷主要从客户群体的基本特征、购买渠道、满意度和购买意愿等方面入手，对该公司寿险业务的营销方式、宣传方法、客户覆盖水平等方面进行分析，再结合访谈结果综合研究人寿保险业务的发展现状，并结合相关文献进行参考，从中发现大同市工银安寿人寿保险有限公司寿险业务切实存在的问题，再进一步研究其问题形成的主要因素，提出提升大同市工银安盛人寿保险有限公司寿险业务发展的对策与建议，促进其寿险业务在大同市的更好发展。对大同市工银安盛人寿保险有限公司这一具有代表性的银行系保险公司的分析，同样也适用于其它经营寿险业务的保险公司，可作为参考。关键字：工银安盛人寿；银行系保险公司；寿险业务AbstractWiththerapiddevelopmentofeconomyandthecontinuousmaturityofthemarket,bankinginsurancecompanieshavedevelopedvigorouslyinrecent20years.However,thecompetitionbetweensomebankingandinsurancecompaniesisrelativelyprimary,andthereisstilltheshadowofextensiveexpansionintheprocessoftransformation,retainingmoretraditionalmarketingandpublicityideas,resultinginserioushomogenizationofproductfunctionsanddeclineintheoverallprofitabilityofthemarket.Therefore,thereisanurgentneedtosolvetheproblemsexistinginlifeinsurancebusinessandensurethestabledevelopmentoflifeinsurancebusiness.Amongthem,inthecontinuouslywarmingmarketcompetitionenvironment,themarket-orientedreformoflifeinsuranceindustryisgraduallypromoted,andthescaleofpremiumincomeisalsograduallyincreased,butthedevelopmentisrelativelyuneven.TakingthelifeinsurancebusinessofICBCAXALifeInsuranceCompanyinDatongasanexample,thispaperadoptsthemethodsoffieldinterviewandquestionnaire,andtakesDatongCity,ShanxiProvinceasthesamplecollectionareatoissuethequestionnaireforinvestigation.Thequestionnairemainlystartswiththebasiccharacteristicsofcustomergroups,purchasechannels,satisfactionandpurchaseintention,analyzesthemarketingmethods,publicitymethodsandcustomercoveragelevelofthecompany'slifeinsurancebusiness,andthencomprehensivelystudiesthedevelopmentstatusoflifeinsurancebusinessincombinationwiththeinterviewresults,combinedwithrelevantliteratureforreference.Fromthis,wecanfindthepracticalproblemsinthelifeinsurancebusinessofDatongICBCAXALifeInsuranceCo.,Ltd.,furtherstudythemainfactorsoftheformationoftheproblems,andputforwardthecountermeasuresandsuggestionstoimprovethedevelopmentofthelifeinsurancebusinessofDatongICBCAXALifeInsuranceCo.,Ltd.,soastopromotethebetterdevelopmentofitslifeinsurancebusinessinDatong.TheanalysisofDatongICBCAXALifeInsuranceCo.,Ltd.,arepresentativebankinginsurancecompany,isalsoapplicabletootherinsurancecompaniesengagedinlifeinsurancebusiness,whichcanbeusedasareference.Keywords:ICBCAXALife;TheBankisanInsuranceCompany;LifeInsuranceBusiness目录摘要...........................................................................................................................................IAbstract..............................................................
