【摘要】 银行保险是一项金融创新,就是保险公司依托银行的客户资源、渠道资源和品牌优势,双方缔结为战略伙伴。近两年我国银行保险发展迅猛,其保费占总保费20%以上,但合作深度仅停留在简单的代理销售阶段。银行保险应该根据消费者和保险产品的层次进行分层销售,其最新模式也是分层销售的顶层——直销模式,即保险公司利用自身的电脑程序从银行数据库中发掘出有潜力的银行客户,直接向客户邮寄或打电话推荐最新保险产品,真正实现了客户资源共享。更多还原

【Abstract】 Bank assurance is a financial innovation. The insurance company and the bank construct strategic cooperation, taking advantage of customer relationship, marketing channel, and eminent brand of the banks. In recent years, China’s bank assurance has developed rapidly, totalling in market share up to 20% in premium, but the bank just acts as an agency. We should manage insurance products according to different classes of consumers and insured property. The latest mode is called direct marketing, that is, the insurance company chooses the potential customers from bank data, then mails or calls them to sell the insurance products, which will make resource sharing come true.更多还原