大同市工银安盛人寿保险有限公司寿险业务调查分析

山西省大同市工银安盛人寿保险有限公司寿险业务调查分析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AbstractWith the rapid development of economy and the continuous maturity of the market,banking insurance companies have developed vigorously in recent 20 years.However,thecompetition between some banking and insurance companies is relatively primary,and thereis still the shadow of extensive expansion in the process of transformation,retaining moretraditional marketing and publicity ideas,resulting in serious homogenization of productfunctions and decline in the overall profitability of the market.Therefore,there is an urgentneed to solve the problems existing in life insurance business and ensure the stabledevelopment of life insurance business.Among them,in the continuously warming market competition environment,themarket-oriented reform of life insurance industry is gradually promoted,and the scale ofpremium income is also gradually increased,but the development is relatively uneven.Takingthe life insurance business of ICBC AXA Life Insurance Company in Datong as an example,this paper adopts the methods of field interview and questionnaire,and takes Datong City,Shanxi Province as the sample collection area to issue the questionnaire for investigation.Thequestionnaire mainly starts with the basic characteristics of customer groups,purchasechannels,satisfaction and purchase intention,analyzes the marketing methods,publicitymethods and customer coverage level of the company's life insurance business,and thencomprehensively studies the development status of life insurance business in combinationwith the interview results,combined with relevant literature for reference.From this,we canfind the practical problems in the life insurance business of Datong ICBC AXA Life InsuranceCo.,Ltd.,further study the main factors of the formation of the problems,and put forward thecountermeasures and suggestions to improve the development of the life insurance business ofDatong ICBC AXA Life Insurance Co.,Ltd.,so as to promote the better development of itslife insurance business in Datong.The analysis of Datong ICBC AXA Life Insurance Co.,Ltd.,a representative banking insurance company,is also applicable to other insurancecompanies engaged in life insurance business,which can be used as a reference.Keywords:ICBC AXA Life;The Bank is an Insurance Company;Life Insurance Business目录摘要Abstract.....绪论…1人寿保险的相关概述.41.1人寿保险的概念41.2人寿保险的类型41.2.1风险保障型人寿保险1.2.2投资理财型人寿保险1.3人寿保险的作用..51.3.1风险保障..51.3.2储蓄与投资理财….51.