本文選題：銀行保險 + 模式選擇�。� 參考：《西南財經(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)重要創(chuàng)新就是銀行保險的出現(xiàn),銀行和保險公司都將銀行保險視為其現(xiàn)有經(jīng)營活動的有利補(bǔ)充。銀行保險這一組織形式,結(jié)合了銀行業(yè)和保險業(yè)二者的優(yōu)點(diǎn),打破了分業(yè)經(jīng)營的嚴(yán)格界限,同時降低了銀行和保險公司之間的交易費(fèi)用,減少了低水平無序競爭和重復(fù)競爭,有利于資源的優(yōu)化配置。銀行保險的產(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。銀行保險的發(fā)展模式不僅包括銀行或保險公司的市場進(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。 銀行保險覆蓋了銀行和保險公司之間一系列的安排形式,是向特定的消費(fèi)人群提供保險或銀行產(chǎn)品及服務(wù)。由于不同的銀行或者保險公司具有不同的經(jīng)營策略,同時不同國家和地區(qū)具有特定的社會經(jīng)濟(jì)環(huán)境、文化環(huán)境、制度環(huán)境、市場結(jié)構(gòu)以及消費(fèi)者偏好等因素,因此即使在同一個國家,銀行保險也沒有固定的模式。 根據(jù)Swiss Re在2007年的研究報告,銀行保險在世界范圍內(nèi)尤其是新興經(jīng)濟(jì)發(fā)展體呈現(xiàn)快速發(fā)展趨勢。其中,歐洲的滲透率最高,北美的滲透率較低,而亞洲國家尤其是中國的銀行保險得到迅猛發(fā)展。就中國而言,自1995年起,銀行才開始與保險公司合作向客戶提供銀行保險服務(wù),因此相對于其他發(fā)達(dá)國家而言我國銀行保險起步較晚。但是隨著新興股份制銀行的出現(xiàn),銀行之間競爭日益激烈,各銀行開始尋求與保險公司合作來促進(jìn)自身發(fā)展。1999年后,我國銀行保險無論在規(guī)模還是數(shù)量上均呈現(xiàn)迅速發(fā)展態(tài)勢,尤其是2001年以后,我國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,這也促使銀行保險的業(yè)務(wù)量穩(wěn)步提升,但合作內(nèi)容以保險代理為主。 我國銀行保險發(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,近年來出現(xiàn)的“銀行系”保險公司就是一體化程度較高的銀保模式。根據(jù)《中國保險年鑒》近幾年的數(shù)據(jù)統(tǒng)計,銀郵代理保險業(yè)務(wù)量占據(jù)壽險保險公司業(yè)務(wù)總量的近40%,有的壽險公司甚至達(dá)到50%以上,銀行保險已經(jīng)成為保險公司尤其是壽險公司經(jīng)營業(yè)績的主要驅(qū)動力。但是我國銀行保險在快速發(fā)展的過程中,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題,比如銷售誤導(dǎo)、手續(xù)費(fèi)惡性競爭、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人的利益造成損害。造成這些問題的原因是多方面的,其中一個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。針對近年來銀保渠道營銷不斷出現(xiàn)的問題,國家相關(guān)部門也不斷出臺政策進(jìn)行規(guī)范和引導(dǎo),新《保險法》和《商業(yè)銀行代理保險業(yè)務(wù)監(jiān)管指引》等法律規(guī)章的出臺為銀保業(yè)務(wù)規(guī)范經(jīng)營進(jìn)一步指明了方向。面對不斷嚴(yán)格和規(guī)范的監(jiān)管政策,探究銀保營銷渠道上的問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的基本理論問題,包括銀行保險的內(nèi)涵、世界主要國家和地區(qū)銀行保險的發(fā)展?fàn)顩r以及銀行保險的主要發(fā)展模式,并分析我國銀行保險的發(fā)展?fàn)顩r及發(fā)展趨勢。其次,在我國銀行保險實(shí)務(wù)經(jīng)營方面,系統(tǒng)總結(jié)了銀保營銷所面臨的自然環(huán)境、經(jīng)濟(jì)環(huán)境、社會環(huán)境以及法律環(huán)境之后,重點(diǎn)分析我國壽險業(yè)銀行保險營銷中存在的各種問題和新情況,尤其是“銀行系”保險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,主張從壽險公司自身經(jīng)營、深化銀保合作方式以及健全相關(guān)監(jiān)管政策三個方面進(jìn)行解決。 本文所采用的研究方法為： 第一,歸納演繹法。通過大量閱讀國內(nèi)外文獻(xiàn),總結(jié)出銀行保險的概念以及國外的銀行保險發(fā)展情況、經(jīng)驗(yàn)等,并加以分析綜合。特別是針對銀行保險的發(fā)展模式進(jìn)行了詳盡分析總結(jié),提出現(xiàn)階段我國發(fā)展銀行保險的模式選擇。最后針對我國銀行保險營銷環(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。對銀行保險的概念、合作模式等進(jìn)行定性分析,同時針對現(xiàn)實(shí)中銀保營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、銷售誠信問題缺失、營銷人員素質(zhì)不高等問題分別從政府監(jiān)管、保險公司自身經(jīng)營以及深化合作方式等方面提出相應(yīng)的解決措施,以期對我國銀保營銷渠道的進(jìn)一步規(guī)范經(jīng)營提出一些可行性意見和建議。為了使論證更加充分有力,搜集了一些壽險業(yè)的發(fā)展數(shù)據(jù)以及銀行保險發(fā)展的數(shù)據(jù),說明銀保業(yè)務(wù)發(fā)展對于壽險業(yè)及整個保險業(yè)的重要性,進(jìn)而指出銀保渠道營銷的規(guī)范化已經(jīng)迫在眉睫。 本文主要分為三個部分： 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,在大量閱讀國內(nèi)外文獻(xiàn)的基礎(chǔ)上,分析相關(guān)研究現(xiàn)狀。針對這些研究現(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。在銀行保險發(fā)展方面,主要介紹銀行保險的內(nèi)涵及國內(nèi)外發(fā)展現(xiàn)狀,對銀行保險的發(fā)展模式進(jìn)行簡要探討并分析我國當(dāng)前發(fā)展銀行保險的模式選擇。 第二部分是我國壽險業(yè)保險營銷的現(xiàn)狀分析,包括第三章和第四章。首先分析我國銀行保險的營銷環(huán)境,主要從自然環(huán)境、經(jīng)濟(jì)環(huán)境、社會環(huán)境和法律環(huán)境四個方面進(jìn)行闡述。分析銀保營銷環(huán)境之后,本文具體分析了我國銀保營銷所存在的問題。 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。在政策建議部分,本文主要從保險公司自身經(jīng)營、深化銀保合作和監(jiān)管層面三個方面進(jìn)行分析。然后對全文進(jìn)行系統(tǒng)總結(jié)梳理,即結(jié)束語部分。 本文可能的創(chuàng)新之處在于： 第一,本文在系統(tǒng)梳理了國內(nèi)外銀保發(fā)展?fàn)顩r以及銀保營銷渠道現(xiàn)狀問題后,針對我國壽險公司銀行保險的營銷問題進(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,針對目前我國銀行保險的股權(quán)聯(lián)系及其衍生品——“銀行系”保險公司這一新的組織形式,本文對其在銀保格局中的地位及其對“純系”保險公司銀保營銷的影響進(jìn)行了分析,這一分析角度在目前國內(nèi)關(guān)于銀行保險的研究文獻(xiàn)中較為少見。 第三,本文同時根據(jù)自己在保險公司的實(shí)習(xí)經(jīng)歷,試圖多方面和多角度來尋求解決銀保營銷問題的具體可行性途徑。 本文的不足之處在于： 第一,由于國外文獻(xiàn)對銀行保險的基本理論探討較多,而對銀保渠道營銷渠道分析的相關(guān)文獻(xiàn)較少,加之我國銀行保險營銷與國外相比有較大不同點(diǎn),因此國外的相關(guān)經(jīng)驗(yàn)對于我國的借鑒意義分析較少。 第二,銀行保險渠道營銷問題是近年來保險業(yè)整頓的熱點(diǎn),在我國實(shí)踐中還存在許多不確定因素,同時不同地區(qū)以及不同保險公司的發(fā)展程度不同,因此本文的一些觀點(diǎn)無法針對每個地區(qū)提出各個不同的分析建議,因此需要在實(shí)踐中對理論進(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】：西南財經(jīng)大學(xué)
【學(xué)位級別】：碩士
【學(xué)位授予年份】：2013
【分類號】：F842.62;F832.2

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