我国寿险业银行保险营销问题研究

发布时间：2018-05-19 09:45

本文选题：银行保险 + 模式选择　；参考：《西南财经大学》2013年硕士论文

【摘要】：现代金融服务业的一项重要创新就是银行保险的出现,银行和保险公司都将银行保险视为其现有经营活动的有利补充。银行保险这一组织形式,结合了银行业和保险业二者的优点,打破了分业经营的严格界限,同时降低了银行和保险公司之间的交易费用,减少了低水平无序竞争和重复竞争,有利于资源的优化配置。银行保险的产生和发展本身就是制度创新的结果,是在一定制度环境下的创造性变革,因此是制度深化规律运行的必然。银行保险的发展模式不仅包括银行或保险公司的市场进入方式,而且包括在既定组织结构中银保一体化的程度。按照金融一体化程度,银行保险的发展模式可划分为分销协议模式、战略联盟模式、合资公司模式和金融集团化模式。银行保险覆盖了银行和保险公司之间一系列的安排形式,是向特定的消费人群提供保险或银行产品及服务。由于不同的银行或者保险公司具有不同的经营策略,同时不同国家和地区具有特定的社会经济环境、文化环境、制度环境、市场结构以及消费者偏好等因素,因此即使在同一个国家,银行保险也没有固定的模式。根据Swiss Re在2007年的研究报告,银行保险在世界范围内尤其是新兴经济发展体呈现快速发展趋势。其中,欧洲的渗透率最高,北美的渗透率较低,而亚洲国家尤其是中国的银行保险得到迅猛发展。就中国而言,自1995年起,银行才开始与保险公司合作向客户提供银行保险服务,因此相对于其他发达国家而言我国银行保险起步较晚。但是随着新兴股份制银行的出现,银行之间竞争日益激烈,各银行开始寻求与保险公司合作来促进自身发展。1999年后,我国银行保险无论在规模还是数量上均呈现迅速发展态势,尤其是2001年以后,我国银保合作范围和深度不断扩大和深化,规模较大的保险公司都与商业银行建立起合作关系,这也促使银行保险的业务量稳步提升,但合作内容以保险代理为主。我国银行保险发展整体层次较低但类型齐全,既有较低层次的分销协议和战略联盟模式,也有一体化程度更高的合资公司和金融集团化模式,近年来出现的“银行系”保险公司就是一体化程度较高的银保模式。根据《中国保险年鉴》近几年的数据统计,银邮代理保险业务量占据寿险保险公司业务总量的近40%,有的寿险公司甚至达到50%以上,银行保险已经成为保险公司尤其是寿险公司经营业绩的主要驱动力。但是我国银行保险在快速发展的过程中,也面临诸多理论和实务困境。事实上,在现实操作中银保合作存在着诸多问题,比如销售误导、手续费恶性竞争、银保合作关系松散短期化等等,这些都给投保人和被保险人的利益造成损害。造成这些问题的原因是多方面的,其中一个重要的根源是缺乏合理的利益分配机制,难以形成稳定可靠的利益共同体。针对近年来银保渠道营销不断出现的问题,国家相关部门也不断出台政策进行规范和引导,新《保险法》和《商业银行代理保险业务监管指引》等法律规章的出台为银保业务规范经营进一步指明了方向。面对不断严格和规范的监管政策,探究银保营销渠道上的问题并寻求具体可行的解决措施显得尤为重要。本文首先分析了银行保险的基本理论问题,包括银行保险的内涵、世界主要国家和地区银行保险的发展状况以及银行保险的主要发展模式,并分析我国银行保险的发展状况及发展趋势。其次,在我国银行保险实务经营方面,系统总结了银保营销所面临的自然环境、经济环境、社会环境以及法律环境之后,重点分析我国寿险业银行保险营销中存在的各种问题和新情况,尤其是“银行系”保险公司的异军突起以及银保产品创新不足导致的同质化严重现象,主张从寿险公司自身经营、深化银保合作方式以及健全相关监管政策三个方面进行解决。本文所采用的研究方法为：第一,归纳演绎法。通过大量阅读国内外文献,总结出银行保险的概念以及国外的银行保险发展情况、经验等,并加以分析综合。特别是针对银行保险的发展模式进行了详尽分析总结,提出现阶段我国发展银行保险的模式选择。最后针对我国银行保险营销环境进行了较为详实的分析总结。第二,定性分析和定量分析相结合。对银行保险的概念、合作模式等进行定性分析,同时针对现实中银保营销渠道中存在的诸如银保产品单一、银保双方合作关系松散、销售诚信问题缺失、营销人员素质不高等问题分别从政府监管、保险公司自身经营以及深化合作方式等方面提出相应的解决措施,以期对我国银保营销渠道的进一步规范经营提出一些可行性意见和建议。为了使论证更加充分有力,搜集了一些寿险业的发展数据以及银行保险发展的数据,说明银保业务发展对于寿险业及整个保险业的重要性,进而指出银保渠道营销的规范化已经迫在眉睫。本文主要分为三个部分：第一部分理论阐释部分,包括绪论、第一章和第二章。该部分主要介绍本文的研究背景及意义,在大量阅读国内外文献的基础上,分析相关研究现状。针对这些研究现状,理出自己的研究思路和方法,并提出本文可能的创新之处。在银行保险发展方面,主要介绍银行保险的内涵及国内外发展现状,对银行保险的发展模式进行简要探讨并分析我国当前发展银行保险的模式选择。第二部分是我国寿险业保险营销的现状分析,包括第三章和第四章。首先分析我国银行保险的营销环境,主要从自然环境、经济环境、社会环境和法律环境四个方面进行阐述。分析银保营销环境之后,本文具体分析了我国银保营销所存在的问题。第三部分是政策建议和全文总结部分,包括第五章和结束语。在政策建议部分,本文主要从保险公司自身经营、深化银保合作和监管层面三个方面进行分析。然后对全文进行系统总结梳理,即结束语部分。本文可能的创新之处在于：第一,本文在系统梳理了国内外银保发展状况以及银保营销渠道现状问题后,针对我国寿险公司银行保险的营销问题进行分析,这一分析角度更加具体也更加具有现实指导意义。第二,针对目前我国银行保险的股权联系及其衍生品——“银行系”保险公司这一新的组织形式,本文对其在银保格局中的地位及其对“纯系”保险公司银保营销的影响进行了分析,这一分析角度在目前国内关于银行保险的研究文献中较为少见。第三,本文同时根据自己在保险公司的实习经历,试图多方面和多角度来寻求解决银保营销问题的具体可行性途径。本文的不足之处在于：第一,由于国外文献对银行保险的基本理论探讨较多,而对银保渠道营销渠道分析的相关文献较少,加之我国银行保险营销与国外相比有较大不同点,因此国外的相关经验对于我国的借鉴意义分析较少。第二,银行保险渠道营销问题是近年来保险业整顿的热点,在我国实践中还存在许多不确定因素,同时不同地区以及不同保险公司的发展程度不同,因此本文的一些观点无法针对每个地区提出各个不同的分析建议,因此需要在实践中对理论进行不断完善。
[Abstract]:The development mode of bank insurance is the result of system innovation , which reduces the transaction cost between banks and insurance companies . It also reduces the transaction costs between banks and insurance companies . It also reduces the level of banking and insurance . The development mode of bank insurance is not only the market entry way of banks or insurance companies , but also the degree of bank insurance integration in the established organizational structure .

Bank insurance covers a series of arrangements between banks and insurance companies . It provides insurance or banking products and services to specific consumer groups . Because different banks or insurance companies have different business strategies , different countries and regions have specific social and economic environment , cultural environment , institutional environment , market structure and consumer preferences . Therefore , even in the same country , bank insurance has no fixed pattern .

According to Swiss Re ' s research report in 2007 , banking insurance is developing rapidly in the world , especially in emerging economic development .

In recent years , China ' s banking insurance has become the main driving force for the operation of insurance companies , especially life insurance companies . In fact , the bank insurance has become the main driving force for the insurance companies , especially life insurance companies . However , the bank insurance has become the main driving force for the insurance companies , especially life insurance companies .

This paper first analyzes the basic theory of bank insurance , including the connotation of bank insurance , the development of insurance in major countries and regions of the world , and the main pattern of development of bank insurance .

The research methods used in this paper are as follows :

Firstly , the author summarizes the concept of bank insurance and the development of bank insurance in foreign countries through a large number of literatures at home and abroad .

Second , qualitative analysis and quantitative analysis combine the concept of bank insurance , the cooperative mode and so on . At the same time , it puts forward some feasible suggestions and suggestions for the further regulation and management of the bank insurance marketing channel . In order to make the demonstration more fully and powerful , the paper collects the development data of the life insurance industry and the data of the development of the bank insurance , and points out the importance of the development of the bank insurance business to life insurance industry and the whole insurance industry , and then points out that the standardization of the marketing of the bank insurance channel is imminent .

This paper is divided into three parts :

This part mainly introduces the research background and significance of this paper , analyses the current situation of relevant research on the basis of extensive reading domestic and foreign literatures , and puts forward some possible innovations in this paper . In the aspect of bank insurance development , this paper mainly introduces the connotation of the bank insurance and the current situation of development at home and abroad , and makes a brief discussion on the development mode of the bank insurance and analyzes the mode choice of the current development bank insurance .

The second part is the analysis of the present situation of insurance marketing in life insurance industry in China , including chapter three and chapter four . Firstly , it analyzes the marketing environment of our country ' s bank insurance , mainly from the four aspects of natural environment , economic environment , social environment and legal environment . After analyzing the marketing environment of silver and insurance , this paper analyzes the problems existing in our country ' s bank insurance marketing .

The third part is the policy suggestion and the whole - text summary part , including the fifth chapter and the concluding remarks . In the policy suggestion part , this paper mainly analyzes the three aspects of the insurance company ' s own operation , deepening the cooperation of bank and insurance and the regulation level . Then the whole system summarizes the system , namely , the conclusion part .

Possible innovations of this article lie in :

First , this paper analyzes the development of bank insurance at home and abroad and the current situation of the marketing channel of silver and insurance , and analyzes the marketing problems of the bank insurance of life insurance company in China . This analysis angle is more specific and more practical .

Second , in view of the current China ' s bank insurance and its derivatives _ " banking system " insurance company this new organization form , this article analyzes its position in the silver security pattern and its influence on the silver insurance marketing of " pure line " insurance company , this analysis angle is very rare in the current domestic research literature on bank insurance .

Thirdly , this paper tries to find a feasible way to solve the problem of silver - insurance marketing in many ways and angles , based on the experience of insurance company ' s practice .

The weakness of this paper is :

First , because the foreign literatures have much discussion on the basic theory of bank insurance , the relevant literatures about the channel analysis of bank insurance channel are few , and the insurance marketing in our country is different from that of the foreign countries , so the relevant experience abroad has little analysis for the reference significance of our country .

Second , the problem of banking insurance channel marketing is a hot spot in insurance industry in recent years . There are many uncertain factors in our practice . At the same time , the development degree of different regions and different insurance companies is different . Therefore , some opinions in this paper cannot put forward different analysis suggestions for each region , so the theory needs to be perfected in practice .
【学位授予单位】：西南财经大学
【学位级别】：硕士
【学位授予年份】：2013
【分类号】：F842.62;F832.2

【参考文献】