致谢
研究生时光，转瞬即逝，学习生涯终身难忘，在这一三年中，不仅仅是专业
领域的深造，还有做人、做事方法的积累，点点滴滴都熔注了老师的灌溉和我们
求知的真挚感情。三年的学习如白驹过隙，期间，我们众多良师益友聚在一起，
在即将毕业之际，我要向教育和指引我的老师致以由衷的感谢。
首先是感谢我的导师毛帅，在论文的选题、开题报告、撰写、修改的过程中
耐心的指导，感谢她给我提出的宝贵建议。在这一过程中，除了知识的一种沉淀
和升华，更多的就是一种温暖和感动，在此向毛帅老师表示衷心的感谢！
其次是感谢学院和教过我的各位老师，在学术和理论上，学院很多学识渊博
的教授们的授课让人受益匪浅。在实践和内在品质的培养上矿大管理学院的老师
都是人类灵魂的工程师，给我们无数的指引和照亮我们前行的指明灯，让我们不
仅学会求知更学会做人。
再次，感谢我的同学们，2018级 MBA是一个温暖的大家庭，老师、同学，
是他们给予了我生活和学习中的帮助和支持，才使我坚定了信念，拥有了前进的
动力，有勇气去面对问题，解决问题。
最后向评阅本文的专家表示真挚的感谢。由于本人水平有限，文章一定存在
不足之处，还请各位老师以宽容之心给出建议，我不胜感激。

摘要
近年来因金融市场的改变，使得保险商品成为银行主要财富管理业绩来源。
银欧亿·体育（中国）有限公司与保险业之结合，为银行开启了另一扇渠道之门，发展出多元金融商品营
销渠道。银行拥有庞大顾客群欧亿·体育（中国）有限公司，并利用此价值创造更大的竞争优势，银行不
仅提供多元的金融理财服务，也提供一次购足的商品便利性。因此，产险业藉由
银行推动银行保险业务，以此满足消费者一次购足的便利性。 JS银行徐州分行
自 2002年开办代理保险业务以来，依靠品牌、自身的银行系寿险公司等多方面
优势着力发展银保业务，并取得了良好成绩。随着金融业监管政策的不断完善，
给银行保险业务带来了广阔的市场前景和发展空间，同时也吸引了大批金融经营
主体的进入。原有的保险市场格局被打破，银行保险的基本情况是：通过提供保
险产品来保护客户免受风险，银行也保护自己的底线免受利率周期和信用风险的
变化无常。在当今顽固的低利率环境下，加上今年预计会降息，利润率受到抑制，
银行可以依靠非利息收入来填补空缺。除了通过额外的产品关系提高客户忠诚度
外，保险还可以提供稳定的收费非利息收入流。
作为当地的金融领导者，JS银行徐州分行在保险市场的原有地位现今正面
临着严峻的挑战。如何去应对这场激烈的市场竞争，如何在产品的品质和价格上
作出竞争的过程中，进而寻找到蓝海在亚洲市场的生存方法，是现今最需要解决
的问题。
本文考察了 JS银行徐州分行的个人保险业务作为研究对象，分析了该银行
个人保险业务的营销环境，分析了现有的营销策略和在开发过程中发生的各种营
销问题，主要有代理人培训忽视产品讲解、产品功能定位偏离社会期望导向、产
品销售渠道有待扩充、产品市场细分不足、目标客户定位不全面、中青年客户市
场未完全开发、在售保险产品持有期和收益不理想等问题。为了解决这一系列问
题，本文提出了使产品功能定位符合社会期望导向、加快电子销售渠道推进步伐、
市场细分做到将适合的产品配置给合适的客户、目标客户群选择上从中低端客户
转向中高端客户、稳固中老年客户市场的同时积极开发青年客户市场、及时反馈
客户需求的同时强化保障型保险产品推广力度的策略来促进徐州 JS银行保险业
发展，赢得市场竞争。
本文结合大量知识，结合国内保险市场现状和 JS银行徐州分行的环境，结
合案例研究方法，在阅读了大量有关保险市场营销的书籍后，运用案例研究的方
法以及 MBA理论为 JS银行徐州分行确实制定了切实可行的营销组合策略。 JS
银行在徐州的私人保险业务从“衰退”中迅速崛起，成功实施业务转型具有现实
意义，是进一步研究的基准。
关键词：JS银行徐州分行；个人保险业务；营销组合
I

Abstract
In recent years, due to changes in the financial market, insurance products have
become the main source of bank wealth management performance. The combination
of the banking industry and the insurance industry has opened up another channel for
banks to develop diversified financial product marketing channels. Banks have a large
customer base and use this value to create greater competitive advantages. Banks not
only provide diversified financial management services, but also provide convenience
for one-time purchase of goods. Therefore, the property and casualty insurance
industry relies on banks to promote bancassurance business to satisfy consumers'
convenience for one-off purchases. Since JS Bank Xuzhou Branch started its
insurance agency business in 2002, it has relied on its brand, its own bank-based life
insurance company and other advantages to develop its bancassurance business and
has achieved good results. With the continuous improvement of financial industry
regulatory policies, it has brought broad market prospects and development space to
the bancassurance business, and at the same time has attracted a large number of
financial operators to enter. The original insurance market structure has been broken.
The basic situation of bancassurance is to protect customers from risks by providing
insurance products, and banks also protect their bottom line from the volatile interest
rate cycles and credit risks. In today's stubborn low interest rate environment, coupled
with the expected interest rate cut this year, profit margins are suppressed, and banks
can rely on non-interest income to fill the gap. In addition to increasing customer
loyalty through additional product relationships, insurance can also provide a steady
stream of fee-based non-interest income.
As a local financial leader, the original position of JS Bank Xuzhou Branch in
the insurance market is now facing severe challenges. How to deal with this fierce
market competition, how to compete on product quality and price, and then find a way
for Blue Ocean to survive in the Asian market, is the most important problem that
needs to be solved today.
This article examines the life insurance business of JS Bank Xuzhou branch as
the research object, analyzes the marketing environment of the bank's life insurance
business, analyzes the existing marketing strategies and various marketing problems
that occur in the development process, mainly including agent training Ignore product
explanations, product function positioning that deviates from social expectations,
product sales channels need to be expanded, product market segmentation is
II
。。。以下略