Research Of The Factors Of Influencing Operating Performance Of Bancassurance

Bancassurance is the product of the cooperation of bank and insurance and also is theintegration of management, system and technology of modern financial group under thebackground of the economic globalization and the financial deregulation.At the same time,the management model of bancassurance is becoming the hot topic in the academic area，anddomestic financial institutions also see it as the pillar business for opening the multi-economicsituation and establishing the top financial group. Based on the development basics, financialenvironment and regulatory environment, the management model of bancassurance that isdiscussed in this research concentrates on life-insurance companies.It can be discovered that the primary research target of bancassurance is themultinational financial group or domestic financial enterprise. On the assumption of financialintegration，this research focuses on management status，existing problems, internal strength,internal weakness,external opportunities, external threat and suggests improving themanagement of bancassurance under the background of divided operation regulation andmixed operation management.Firstly, the research reviews the management documents of foreign and domesticbancassurance and defines research structure and methods. Secondly it studies thedevelopment stage, management model, problems and improvement suggestions. Thirdly itprobes deeply into the strength,weakness,opportunites and threat about the bancassurance.The development strategy is as follows:strength-opportunity strategy，grasp the customerdemand, win-win operation, innovation of marketing channel； weakness-opportunitystrategy，define product position, change competition stategy, optimize human resourcestructure, improve mutual understanding；strength-threat， promote the service, train peronnel,widen the coopertion area；weakness-threat strategy，maitain market stability, nurture potentialcustomers, promote the integration of bancassurance.In conclusion, four proposals of improving the management of bancassurance are putfor-ward. Firstly, it proposes to aim at long-term cooperation, define management responsi-bility at all levels and maintain the stable cooperation relationship；Secondly, it proposes tofocus on the service, promote the cultural intergration of business bank and establish the win- win cooperation relationship of sharing complementary advantages；Thirdly, it proposes tosatisfy the customer needs, improve indemnificatory function of product and achieve themutual complementation of bank product；Fourthly, it proposes to to strengthen self-construction and realize the efficient service to different channel of bank.