本文選題：銀行保險(xiǎn) + 模式選擇��； 參考：《西南財(cái)經(jīng)大學(xué)》2013年碩士論文

【摘要】：現(xiàn)代金融服務(wù)業(yè)的一項(xiàng)重要?jiǎng)?chuàng)新就是銀行保險(xiǎn)的出現(xiàn),銀行和保險(xiǎn)公司都將銀行保險(xiǎn)視為其現(xiàn)有經(jīng)營(yíng)活動(dòng)的有利補(bǔ)充。銀行保險(xiǎn)這一組織形式,結(jié)合了銀行業(yè)和保險(xiǎn)業(yè)二者的優(yōu)點(diǎn),打破了分業(yè)經(jīng)營(yíng)的嚴(yán)格界限,同時(shí)降低了銀行和保險(xiǎn)公司之間的交易費(fèi)用,減少了低水平無(wú)序競(jìng)爭(zhēng)和重復(fù)競(jìng)爭(zhēng),有利于資源的優(yōu)化配置。銀行保險(xiǎn)的產(chǎn)生和發(fā)展本身就是制度創(chuàng)新的結(jié)果,是在一定制度環(huán)境下的創(chuàng)造性變革,因此是制度深化規(guī)律運(yùn)行的必然。銀行保險(xiǎn)的發(fā)展模式不僅包括銀行或保險(xiǎn)公司的市場(chǎng)進(jìn)入方式,而且包括在既定組織結(jié)構(gòu)中銀保一體化的程度。按照金融一體化程度,銀行保險(xiǎn)的發(fā)展模式可劃分為分銷協(xié)議模式、戰(zhàn)略聯(lián)盟模式、合資公司模式和金融集團(tuán)化模式。 銀行保險(xiǎn)覆蓋了銀行和保險(xiǎn)公司之間一系列的安排形式,是向特定的消費(fèi)人群提供保險(xiǎn)或銀行產(chǎn)品及服務(wù)。由于不同的銀行或者保險(xiǎn)公司具有不同的經(jīng)營(yíng)策略,同時(shí)不同國(guó)家和地區(qū)具有特定的社會(huì)經(jīng)濟(jì)環(huán)境、文化環(huán)境、制度環(huán)境、市場(chǎng)結(jié)構(gòu)以及消費(fèi)者偏好等因素,因此即使在同一個(gè)國(guó)家,銀行保險(xiǎn)也沒(méi)有固定的模式。 根據(jù)Swiss Re在2007年的研究報(bào)告,銀行保險(xiǎn)在世界范圍內(nèi)尤其是新興經(jīng)濟(jì)發(fā)展體呈現(xiàn)快速發(fā)展趨勢(shì)。其中,歐洲的滲透率最高,北美的滲透率較低,而亞洲國(guó)家尤其是中國(guó)的銀行保險(xiǎn)得到迅猛發(fā)展。就中國(guó)而言,自1995年起,銀行才開(kāi)始與保險(xiǎn)公司合作向客戶提供銀行保險(xiǎn)服務(wù),因此相對(duì)于其他發(fā)達(dá)國(guó)家而言我國(guó)銀行保險(xiǎn)起步較晚。但是隨著新興股份制銀行的出現(xiàn),銀行之間競(jìng)爭(zhēng)日益激烈,各銀行開(kāi)始尋求與保險(xiǎn)公司合作來(lái)促進(jìn)自身發(fā)展。1999年后,我國(guó)銀行保險(xiǎn)無(wú)論在規(guī)模還是數(shù)量上均呈現(xiàn)迅速發(fā)展態(tài)勢(shì),尤其是2001年以后,我國(guó)銀保合作范圍和深度不斷擴(kuò)大和深化,規(guī)模較大的保險(xiǎn)公司都與商業(yè)銀行建立起合作關(guān)系,這也促使銀行保險(xiǎn)的業(yè)務(wù)量穩(wěn)步提升,但合作內(nèi)容以保險(xiǎn)代理為主。 我國(guó)銀行保險(xiǎn)發(fā)展整體層次較低但類型齊全,既有較低層次的分銷協(xié)議和戰(zhàn)略聯(lián)盟模式,也有一體化程度更高的合資公司和金融集團(tuán)化模式,近年來(lái)出現(xiàn)的“銀行系”保險(xiǎn)公司就是一體化程度較高的銀保模式。根據(jù)《中國(guó)保險(xiǎn)年鑒》近幾年的數(shù)據(jù)統(tǒng)計(jì),銀郵代理保險(xiǎn)業(yè)務(wù)量占據(jù)壽險(xiǎn)保險(xiǎn)公司業(yè)務(wù)總量的近40%,有的壽險(xiǎn)公司甚至達(dá)到50%以上,銀行保險(xiǎn)已經(jīng)成為保險(xiǎn)公司尤其是壽險(xiǎn)公司經(jīng)營(yíng)業(yè)績(jī)的主要驅(qū)動(dòng)力。但是我國(guó)銀行保險(xiǎn)在快速發(fā)展的過(guò)程中,也面臨諸多理論和實(shí)務(wù)困境。事實(shí)上,在現(xiàn)實(shí)操作中銀保合作存在著諸多問(wèn)題,比如銷售誤導(dǎo)、手續(xù)費(fèi)惡性競(jìng)爭(zhēng)、銀保合作關(guān)系松散短期化等等,這些都給投保人和被保險(xiǎn)人的利益造成損害。造成這些問(wèn)題的原因是多方面的,其中一個(gè)重要的根源是缺乏合理的利益分配機(jī)制,難以形成穩(wěn)定可靠的利益共同體。針對(duì)近年來(lái)銀保渠道營(yíng)銷不斷出現(xiàn)的問(wèn)題,國(guó)家相關(guān)部門也不斷出臺(tái)政策進(jìn)行規(guī)范和引導(dǎo),新《保險(xiǎn)法》和《商業(yè)銀行代理保險(xiǎn)業(yè)務(wù)監(jiān)管指引》等法律規(guī)章的出臺(tái)為銀保業(yè)務(wù)規(guī)范經(jīng)營(yíng)進(jìn)一步指明了方向。面對(duì)不斷嚴(yán)格和規(guī)范的監(jiān)管政策,探究銀保營(yíng)銷渠道上的問(wèn)題并尋求具體可行的解決措施顯得尤為重要。 本文首先分析了銀行保險(xiǎn)的基本理論問(wèn)題,包括銀行保險(xiǎn)的內(nèi)涵、世界主要國(guó)家和地區(qū)銀行保險(xiǎn)的發(fā)展?fàn)顩r以及銀行保險(xiǎn)的主要發(fā)展模式,并分析我國(guó)銀行保險(xiǎn)的發(fā)展?fàn)顩r及發(fā)展趨勢(shì)。其次,在我國(guó)銀行保險(xiǎn)實(shí)務(wù)經(jīng)營(yíng)方面,系統(tǒng)總結(jié)了銀保營(yíng)銷所面臨的自然環(huán)境、經(jīng)濟(jì)環(huán)境、社會(huì)環(huán)境以及法律環(huán)境之后,重點(diǎn)分析我國(guó)壽險(xiǎn)業(yè)銀行保險(xiǎn)營(yíng)銷中存在的各種問(wèn)題和新情況,尤其是“銀行系”保險(xiǎn)公司的異軍突起以及銀保產(chǎn)品創(chuàng)新不足導(dǎo)致的同質(zhì)化嚴(yán)重現(xiàn)象,主張從壽險(xiǎn)公司自身經(jīng)營(yíng)、深化銀保合作方式以及健全相關(guān)監(jiān)管政策三個(gè)方面進(jìn)行解決。 本文所采用的研究方法為： 第一,歸納演繹法。通過(guò)大量閱讀國(guó)內(nèi)外文獻(xiàn),總結(jié)出銀行保險(xiǎn)的概念以及國(guó)外的銀行保險(xiǎn)發(fā)展情況、經(jīng)驗(yàn)等,并加以分析綜合。特別是針對(duì)銀行保險(xiǎn)的發(fā)展模式進(jìn)行了詳盡分析總結(jié),提出現(xiàn)階段我國(guó)發(fā)展銀行保險(xiǎn)的模式選擇。最后針對(duì)我國(guó)銀行保險(xiǎn)營(yíng)銷環(huán)境進(jìn)行了較為詳實(shí)的分析總結(jié)。 第二,定性分析和定量分析相結(jié)合。對(duì)銀行保險(xiǎn)的概念、合作模式等進(jìn)行定性分析,同時(shí)針對(duì)現(xiàn)實(shí)中銀保營(yíng)銷渠道中存在的諸如銀保產(chǎn)品單一、銀保雙方合作關(guān)系松散、銷售誠(chéng)信問(wèn)題缺失、營(yíng)銷人員素質(zhì)不高等問(wèn)題分別從政府監(jiān)管、保險(xiǎn)公司自身經(jīng)營(yíng)以及深化合作方式等方面提出相應(yīng)的解決措施,以期對(duì)我國(guó)銀保營(yíng)銷渠道的進(jìn)一步規(guī)范經(jīng)營(yíng)提出一些可行性意見(jiàn)和建議。為了使論證更加充分有力,搜集了一些壽險(xiǎn)業(yè)的發(fā)展數(shù)據(jù)以及銀行保險(xiǎn)發(fā)展的數(shù)據(jù),說(shuō)明銀保業(yè)務(wù)發(fā)展對(duì)于壽險(xiǎn)業(yè)及整個(gè)保險(xiǎn)業(yè)的重要性,進(jìn)而指出銀保渠道營(yíng)銷的規(guī)范化已經(jīng)迫在眉睫。 本文主要分為三個(gè)部分： 第一部分理論闡釋部分,包括緒論、第一章和第二章。該部分主要介紹本文的研究背景及意義,在大量閱讀國(guó)內(nèi)外文獻(xiàn)的基礎(chǔ)上,分析相關(guān)研究現(xiàn)狀。針對(duì)這些研究現(xiàn)狀,理出自己的研究思路和方法,并提出本文可能的創(chuàng)新之處。在銀行保險(xiǎn)發(fā)展方面,主要介紹銀行保險(xiǎn)的內(nèi)涵及國(guó)內(nèi)外發(fā)展現(xiàn)狀,對(duì)銀行保險(xiǎn)的發(fā)展模式進(jìn)行簡(jiǎn)要探討并分析我國(guó)當(dāng)前發(fā)展銀行保險(xiǎn)的模式選擇。 第二部分是我國(guó)壽險(xiǎn)業(yè)保險(xiǎn)營(yíng)銷的現(xiàn)狀分析,包括第三章和第四章。首先分析我國(guó)銀行保險(xiǎn)的營(yíng)銷環(huán)境,主要從自然環(huán)境、經(jīng)濟(jì)環(huán)境、社會(huì)環(huán)境和法律環(huán)境四個(gè)方面進(jìn)行闡述。分析銀保營(yíng)銷環(huán)境之后,本文具體分析了我國(guó)銀保營(yíng)銷所存在的問(wèn)題。 第三部分是政策建議和全文總結(jié)部分,包括第五章和結(jié)束語(yǔ)。在政策建議部分,本文主要從保險(xiǎn)公司自身經(jīng)營(yíng)、深化銀保合作和監(jiān)管層面三個(gè)方面進(jìn)行分析。然后對(duì)全文進(jìn)行系統(tǒng)總結(jié)梳理,即結(jié)束語(yǔ)部分。 本文可能的創(chuàng)新之處在于： 第一,本文在系統(tǒng)梳理了國(guó)內(nèi)外銀保發(fā)展?fàn)顩r以及銀保營(yíng)銷渠道現(xiàn)狀問(wèn)題后,針對(duì)我國(guó)壽險(xiǎn)公司銀行保險(xiǎn)的營(yíng)銷問(wèn)題進(jìn)行分析,這一分析角度更加具體也更加具有現(xiàn)實(shí)指導(dǎo)意義。 第二,針對(duì)目前我國(guó)銀行保險(xiǎn)的股權(quán)聯(lián)系及其衍生品——“銀行系”保險(xiǎn)公司這一新的組織形式,本文對(duì)其在銀保格局中的地位及其對(duì)“純系”保險(xiǎn)公司銀保營(yíng)銷的影響進(jìn)行了分析,這一分析角度在目前國(guó)內(nèi)關(guān)于銀行保險(xiǎn)的研究文獻(xiàn)中較為少見(jiàn)。 第三,本文同時(shí)根據(jù)自己在保險(xiǎn)公司的實(shí)習(xí)經(jīng)歷,試圖多方面和多角度來(lái)尋求解決銀保營(yíng)銷問(wèn)題的具體可行性途徑。 本文的不足之處在于： 第一,由于國(guó)外文獻(xiàn)對(duì)銀行保險(xiǎn)的基本理論探討較多,而對(duì)銀保渠道營(yíng)銷渠道分析的相關(guān)文獻(xiàn)較少,加之我國(guó)銀行保險(xiǎn)營(yíng)銷與國(guó)外相比有較大不同點(diǎn),因此國(guó)外的相關(guān)經(jīng)驗(yàn)對(duì)于我國(guó)的借鑒意義分析較少。 第二,銀行保險(xiǎn)渠道營(yíng)銷問(wèn)題是近年來(lái)保險(xiǎn)業(yè)整頓的熱點(diǎn),在我國(guó)實(shí)踐中還存在許多不確定因素,同時(shí)不同地區(qū)以及不同保險(xiǎn)公司的發(fā)展程度不同,因此本文的一些觀點(diǎn)無(wú)法針對(duì)每個(gè)地區(qū)提出各個(gè)不同的分析建議,因此需要在實(shí)踐中對(duì)理論進(jìn)行不斷完善。
[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 .
【學(xué)位授予單位】：西南財(cái)經(jīng)大學(xué)
【學(xué)位級(jí)別】：碩士
【學(xué)位授予年份】：2013
【分類號(hào)】：F842.62;F832.2

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