Bancassurance Marketing Channels Research

Bancassurance, which originate in Europe in 1980s, developed quickly as a new type of insurance sell in later 1990. And nowadays, it has become a new pillar of business besides personal insurance and group insurance. However, China insurance companies have to face the pressure of their own profits (especially listed insurance companies), as well as the increased requirements of bank business and the fierce competition with industry, when they promote the business of bancassurance. Therefore, it has become a topic worth practicing and exploring continually when an insurance company making great efforts to promote the bancassurance business, especially those with high intrinsic value on the regular business in the central cities.From the point of the insurance company branch's view at the central cities, this study summarizes the developing experience of regular business in domestic and foreign bancassurance, and attempts to explore the management methods and the marketing models when promoting regular business of bancassurance in China. Firstly, this study describes developing process and the actual state of bancassurance at home and abroad, summarizes regular business experience of bancassurance in insurance companies in Hong Kong and China. Secondly, it describes the major domestic marketing models of bancassurance in China, and then discusses how to manage and operate the regular business of bancassurance systematically. Finally, it looks into the future of how the insurance companies to promote bancassurance, especially the regular business in China, and proposes the development direction in the future.