本文選題：銀行保險(xiǎn) + 層次分析法　； 參考：《華南理工大學(xué)》2014年碩士論文

【摘要】：隨著金融業(yè)競爭的加劇和金融一體化的推進(jìn)，我國銀行、證券、保險(xiǎn)業(yè)相互滲透的趨勢日漸明顯。伴隨著金融自由化，銀行保險(xiǎn)是在我國出現(xiàn)并迅速成長為國內(nèi)金融產(chǎn)品中的重要組成部分。目前，我國幾家大型商業(yè)銀行先后成立自己的保險(xiǎn)子公司，甚至建組了綜合性金融集團(tuán)。 本文通過對銀行保險(xiǎn)及其合作模式的定義、綜述，為銀保合作研究墊定了理論基礎(chǔ)。其次，文章結(jié)合我國商業(yè)銀行銀保業(yè)務(wù)發(fā)展的現(xiàn)狀，初步判斷當(dāng)前我國各大型商業(yè)銀行經(jīng)營環(huán)境和銀保業(yè)務(wù)合作進(jìn)程。然后，本文從銀保產(chǎn)品生命鏈角度，將銀保產(chǎn)品的生命周期分為產(chǎn)品開發(fā)、宣傳推廣、銷售、售后理賠等四個維度，再通過專家打分的形式對各維度及維度下的指標(biāo)進(jìn)行層次分析，總結(jié)出銀行成功引進(jìn)銀保產(chǎn)品的重要因素。研究結(jié)果表明，銀行的銀保產(chǎn)品銷售環(huán)節(jié)在銀保合作中占著絕對重要地位，而理賠環(huán)節(jié)對銀行的重要性顯著不高，產(chǎn)品研發(fā)和宣傳環(huán)節(jié)僅次銷售環(huán)節(jié)。銀保產(chǎn)品銷售環(huán)節(jié)中的銷售激勵機(jī)制最為重要，銀行應(yīng)予以高度重視，其次為銷售人員專業(yè)素養(yǎng)、實(shí)際銷售渠道、宣傳渠道和產(chǎn)品的市場定位等因素，，理賠環(huán)節(jié)各因素重要性不明顯。 借鑒國外銀保發(fā)展經(jīng)驗(yàn)，我國商業(yè)銀行應(yīng)結(jié)合自身發(fā)展情況選擇合適的銀保業(yè)務(wù)模式。目前，合資公司模式較為適合我國大型商業(yè)銀行的銀保合作業(yè)務(wù)發(fā)展。文章大中型商業(yè)銀行可從業(yè)務(wù)流程和組織架構(gòu)的調(diào)整著手，強(qiáng)化銷售激勵機(jī)制，開拓銀保銷售渠道，提高銷售人員和研發(fā)人員素質(zhì)，重視產(chǎn)品創(chuàng)新開發(fā)等方面發(fā)展銀保業(yè)務(wù)。
[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.
【學(xué)位授予單位】：華南理工大學(xué)
【學(xué)位級別】：碩士
【學(xué)位授予年份】：2014
【分類號】：F832.2

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