The Study Of The Transition Of Life Insurance Companies’ Bank Insurance Under The New Supervision Situation

Recently, the insurance premium of bank insurance has accounted for over half of the life insurance premium of China. Banks turn out to be the main insurance premium resource. However, the exceeding development speed of bank insurance brings a lot of social problems as well, especially the lack of security business. Aiming at these situations, China Banking Regulatory Commission and China Insurance Regulatory Commission publish new supervision document to regulate the bank insurance business pattern.First of all, this paper analyzed and described the change of marketing environment after the publishing of the "new policy". The point is to expound the new policy’s influence on the banks and insurance businesses and the reasons of why the whole industry needs change. The author also refers to many documents about bank insurance management both at home and abroad, and gets acquaintance with the theory and practice experiences of this industry, and just hopes to provide some meaningful methodology and practical implements.And then the author took the insurance business department of Sichuan Branch Company of XX insurance company, which the author works at, as an example.Through analyzing the business status of this company before transition, the difficulty of transition, applied strategy, the lessons of failure, and the best practice and so on, the author summarizes some distribution pattern strategies, quality management strategies, product strategies and training strategies which could be applied to the new supervision environment. Summarized as below:(1) Marketing Pattern Strategy:Adopt TCP pattern, including teller marketing, conference marketing, precision marketing these three businesses patterns, and bank and insurance united management supporting platform. These three marketing patterns efficiently replaced the pattern which the financial manager from the insurance company sales at the bank, and they meet the requirements of the new policy perfectly.(2) Quality Management Strategy:Implement strict telephone follow-up recording measure to eradicate marketing misguidance; improve the punishment measures of marketing misguidance.(3) Product Strategy:Take high quality and indemnificatory product as main product, and provide professional insurance financial service.(4) Training Strategy:Internal training will focus on the improvement of employees communication skills and training skills and the cultivation of part-time trainers.(5) Other problems that need to be noticed during the transition:the emergency response plans of customers’dispute, the building of customers’ secondary development service process, adhering to the protracted war of sales and long-term management of customer relationship.As a student and a bank insurance practitioner, the author hopes that the conclusions and suggestions of this paper could be the reference for other companies, and could offer some little help for the sustainable development transition of this industry.