我国商业银行银保合作业务模式研究

发布时间：2018-04-21 17:22

本文选题：银行保险 + 层次分析法　；参考：《华南理工大学》2014年硕士论文

【摘要】：随着金融业竞争的加剧和金融一体化的推进，我国银行、证券、保险业相互渗透的趋势日渐明显。伴随着金融自由化，银行保险是在我国出现并迅速成长为国内金融产品中的重要组成部分。目前，我国几家大型商业银行先后成立自己的保险子公司，甚至建组了综合性金融集团。本文通过对银行保险及其合作模式的定义、综述，为银保合作研究垫定了理论基础。其次，文章结合我国商业银行银保业务发展的现状，初步判断当前我国各大型商业银行经营环境和银保业务合作进程。然后，本文从银保产品生命链角度，将银保产品的生命周期分为产品开发、宣传推广、销售、售后理赔等四个维度，再通过专家打分的形式对各维度及维度下的指标进行层次分析，总结出银行成功引进银保产品的重要因素。研究结果表明，银行的银保产品销售环节在银保合作中占着绝对重要地位，而理赔环节对银行的重要性显著不高，产品研发和宣传环节仅次销售环节。银保产品销售环节中的销售激励机制最为重要，银行应予以高度重视，其次为销售人员专业素养、实际销售渠道、宣传渠道和产品的市场定位等因素，，理赔环节各因素重要性不明显。借鉴国外银保发展经验，我国商业银行应结合自身发展情况选择合适的银保业务模式。目前，合资公司模式较为适合我国大型商业银行的银保合作业务发展。文章大中型商业银行可从业务流程和组织架构的调整着手，强化销售激励机制，开拓银保销售渠道，提高销售人员和研发人员素质，重视产品创新开发等方面发展银保业务。
[Abstract]:With the aggravation of financial competition and the promotion of financial integration, the trend of mutual penetration of banks, securities and insurance in China is becoming more and more obvious. With the financial liberalization, bancassurance is an important part of the emergence and rapid growth of domestic financial products in China. At present, several large commercial banks in China have set up their own insurance subsidiaries, and even set up a comprehensive financial group. Based on the definition of bancassurance and its cooperation mode, this paper provides a theoretical basis for the study of bancassurance cooperation. Secondly, combined with the current situation of the development of the banking insurance business of the commercial banks in China, the paper preliminarily judges the operating environment and the cooperation process of the banking and insurance business of the large commercial banks in our country. Then, from the point of view of the life chain of bancassurance products, this paper divides the life cycle of Bancassurance products into four dimensions: product development, promotion, sales, after-sale claims, etc. Then the paper analyzes the indexes of each dimension and dimension through expert scoring, and summarizes the important factors of the successful introduction of bank insurance products. The results show that the bank's bancassurance product sales plays an absolutely important role in the bancassurance cooperation, while the claim settlement is not significant to the bank, and the product development and publicity is only secondary to the sales. The sales incentive mechanism of Bancassurance products is the most important, and the banks should attach great importance to it, followed by the professional quality of the salespeople, the actual sales channels, the propaganda channels and the market positioning of the products, etc. The importance of each factor is not obvious. Based on the experience of foreign bancassurance development, Chinese commercial banks should choose the appropriate business model according to their own development. At present, the joint venture mode is more suitable for the development of large commercial banks in China. Large and medium-sized commercial banks can start from the adjustment of business process and organizational structure, strengthen the sales incentive mechanism, open up sales channels, improve the quality of salespeople and R & D personnel, and attach importance to the innovation and development of products.
【学位授予单位】：华南理工大学
【学位级别】：硕士
【学位授予年份】：2014
【分类号】：F832.2

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