| In recent years, especially from the third plenary session of 18, financial institutions, represented by the commercial banks,have launched the biggest scale of financial reform since the reform and opening up, universal banking has emerged and competition has increased. At present, bank insurance has become an important channel of insurance marketing, and on the other hand, it is also the sales channels with most problems. Under this situation, this thesis takes the bank insurance as the topic, tries to study its development modes and marketing strategies theoretically and practically, to find the problems and solve the problems.At first, this thesis theoretically discusses the bank insurance, and then through the comparison and analysis of main developed countries about the modes of bank insurance, indicates that overseas bank-insurance product development pattern is from the most primary bank proxy mode transforming to a strategic cooperation mode and finally to the mode of equity. This process of continuous development and upgrade greatly promotes the healthy development of bancassurance marketing channel. For domestic bank insurance development pattern, this thesis selects the bank-insurance sales modes taken by Postal Savings Bank, ICBC, Agricultural Bank, Construction Bank and Ping An Insurance Group for investigation and analysis. Although bank-insurance sales modes in China before 2008 are the primary agent of shallow level of cooperation in line with international standards of development of cooperation mode, China's current bank-insurance sales mode still has many problems, such as the competitions are too fierce, bank-insurance product design and sales mode are simple, etc. To solve these problems, the thesis puts forward some suggestions for strengthening the bank and insurance cooperation, deepening the implementation of financial reform and comprehensively promoting equity cooperation, in order to get rid of the plight of bank-insurance sales. |
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