【作者】 张巍；

【导师】 赵宇恒；

【作者基本信息】 吉林大学 ， 项目管理， 2014， 硕士

【摘要】 随着金融体制的改革，我国的银行保险业作为金融界的一个新兴行业发展较快，在金融业混业经营的宏观背景下，保险公司主动与银行网点建立联系，让保险产品介入银行的日常工作中，通过共同开发产品，共建销售渠道来建立一种战略合作关系，它呈现给银行客户的是一种综合性金融理财服务的营销形式。在全球性金融机构竞争的加剧背景下，在世界金融风暴的猛烈冲击下，我国的银行业与保险业的经营模式受到巨大挑战，迫切需要从内向外的经营转型，使金融业发展与世界接轨，经受住考验，通过银行保险业的健康发展为国家的经济发展助力护航。辽宁省作为国家十二五期间经济发展的重点省份，作为老工业振兴基地支柱产业的集聚地，其经济发展与金融业的发展变革息息相关。辽宁省近几年金融体制改革过程中，银行与保险业的合作是否顺利，银行保险业的发展现状如何，成为本文一直关注的问题。本文在研究辽宁省银行保险业创新项目研究中，主要以信诚人寿辽宁分公司为例，系统介绍了公司成立背景，发展现状及信诚人寿银行保险业发展中存在的问题及创新项目在企业中的应用。信诚人寿作为一个新兴的保险公司，它的发展集结了国内外多家保险公司的成功经验，在产品开发上，营销渠道建设上都有很大的发展优势。年均以20%的速度增长保险业务，已成为金融界普遍关注的焦点。而混业经营的创新项目也在国内实施较早，为企业的未来发展打下了坚实的基础，培养了大量的人才。在金融市场变革加剧的同时,信诚人寿辽宁分公司的银行保险业务发展同样暴露出许多问题，需要认真思量，特别是以营销为核心的银行保险业务发展战略的设定，更是公司未来发展的主要问题。本文根据自己在信诚人寿工作的丰富经验，经过系统研究后发现辽宁分公司的银保业务中存在着银保产品单一,保障功能较弱；与银行方面在产品培训与沟通上存在断层；营销渠道的整合度不高；银保合作缺乏统一协调和计划部署；销售人力素质低等问题，然后在分析产生原因的基础上，得出结论：代理中的1+1模式放开非常必要；银保业务竞争的主要焦点是服务创新、整合资源。金融创新——混业经营已成为不可逆转的趋势；产品已随着市场需求不断更新。然后本文又展望未来辽宁分公司银保业务的发展前景。更多还原

【Abstract】 Along with the reform of financial system, the Bank of China’s insurance industry as anemerging industry, the financial sector has developed rapidly, in the macro background of themixed operation of financial industry, insurance companies take the initiative to establishcontact with the bank, insurance products in banks in daily work, through the jointdevelopment of products, to build sales channels to establish a strategic cooperative relations,which are presented to the bank’s customer is a comprehensive financial services marketingform. Competition in global financial institutions increased with worsening background, inthe fierce impact of the world financial crisis, China’s banking and insurance industry’sbusiness model is facing serious challenges, the urgent need to outward businesstransformation from the inside, so that the development of the financial industry and theworld, stand the test, through the healthy development of banking insurance for the country’seconomic development power escort. Liaoning Province as a key point in the economicdevelopment of the country during the12th Five Year Plan period, as a gathering place of theold industry base of pillar industry, is closely related to the economic development and thedevelopment of financial industry. The reform of the financial system in recent years inLiaoning Province, the bank and the insurance industry cooperation is successful, how todevelop the situation of bank insurance, as the author has always been of concern.In this paper, the development status and trends of the Bank of Liaoning province in theinsurance industry, mainly in the Prudential Life Insurance Company Liaoning branch as anexample, the system introduces the founded background, development present situation,question and question existing development bank insurance industry SWOT analysis andPrudential Bank insurance may be the cause of the situation. Prudential is emerging as one ofthe insurance company, its development was the successful experiences of domestic andforeign insurance companies, in product development, marketing channel construction hasgreat advantages. With an average annual growth rate of20%of insurance business, hasbecome the focus of widespread attention in the financial sector.In a time of increasing financial market changes, the development of Bancassurance in CITIC Prudential Life Insurance Company Liaoning branch also exposed many problems,need to seriously consider, especially the bank insurance business development strategy tomarketing as a core set, is the main problem in the future development of the company.Based on the author’s experience in CITIC Prudential Life work, after systemic researchfound that Liaoning branch of the bank and insurance business in the bancassurance productsingle, security function is weak; and banks faults exist in the product training andcommunication; the integration of marketing channels is not high; the bank insurancecooperation as lack of coordination and planning problems of low quality; sales force, andthen based on the analysis of causes, draw the conclusion: agent1+1model release isnecessary; the main focus of bank and insurance business competition is service; cooperativebank outlets have a hand in the bank and insurance business management; mixed operationhas become an irreversible trend; products with the market demand for continuous updating.Then the author and the prospect of the development of Liaoning branch, bank and insurancebusiness in the future.更多还原