Study On The Problems And Countermeasures Of Bancassurance Cooperation In China's Commercial Banks

In the theoretical background of marketing,banking and insurance industries in order to win-win cooperation both sides start sharing services,cooperation in business penetration,integration of capital,products are complementary composite,bancassurance has become a new type of bank and insurance intermediary business win-win.Under the macro background of China's financial mixed operation and global economic integration,the cooperation between banks and insurance companies is both an opportunity and a challenge for commercial banks.Is still in the initial stage of the development of Bancassurance in China,bancassurance is in a cooperative mode of shallow "sales agreement",resulted in unequal relationship between commercial banks and insurance companies,strengthen the development of the financial industry in China due to the lack of bank insurance business market chaos,restricting the development of China's bancassurance business cooperation.In the process of cooperation between banks and banks of China's commercial banks,there are some problems that need to be solved urgently.This paper introduces the research background and significance,the domestic and foreign literature,from the bancassurance development situation,combined with the scope of economic theory,service marketing theory and network transformation theory of commercial bank bancassurance problems.First of all,take BC bank Shandong branch as an example to analyze the current situation of bancassurance development in Shandong branch of BC bank,such as product situation,development environment and so on.BC bank Shandong branch of bancassurance cooperation business in the non interest income of commercial banks,the fastest growing and highest contribution of individual products,to traditional insurance+universal insurance as the main product.China's commercial banks bancassurance development in advantages and disadvantages coexist,opportunities and challenges coexist,peer competition,there are new entrants to the challenge,suppliers and negotiation bank customers the ability to continuously upgrade,to bring more challenges to commercial banks bancassurance development.Secondly,it analyzes the problems existing in the development of bancassurance cooperation in China's commercial banks,and analyzes the causes of the problems.China's commercial banks exist in the bancassurance development is mainly reflected in the serious phenomenon of misleading sales,high fees problems,product structure unbalance and homogenization,the quality of sales personnel is low single mode.The problem of China's commercial banks bancassurance development are mainly reflected is the separation of financial innovation system restricts Bancassurance model,not a sound financial regulatory system has hindered the development of bancassurance,the lack of tax preferential policies to restrict the bancassurance business model development.Finally,put forward our country commercial bank bancassurance development countermeasures and suggestions,one is to optimize the bancassurance product sales model,marketing to promote the standardized development,the implementation of differentiated marketing strategy,establish and improve the electronic marketing channel;the two is the development and innovation of bancassurance cooperation business products,insurance cooperation product design and the development of commercial banks in the bank,market-oriented development and innovation of insurance products;three is to strengthen the cultivation of Bancassurance talents,strengthen the construction of sales team,strengthen the training of management personnel,strengthen the sales incentive mechanism,reasonable performance appraisal objectives;the four is to enhance the bancassurance product service level.The construction of electronic platform to enhance the customer experience,improve customer service insurance service;the five is related to mechanism optimization of bancassurance cooperation environment,improve the financial supervision system,commercial bank We should improve the organizational structure and speed up the establishment of preferential tax policies.