我国银行保险联盟分析
|
摘要
1982年，为应对竞争和扩大市场，法国CNP保险公司和法国储蓄银行结成销售联盟，由CNP保险公司负责设计和开发保险产品，储蓄银行利用其银行网点负责分销保险产品，从而开创了银行与保险公司联盟合作的先河。由于充分利用了银行和保险公司的双重资源优势，这种联盟合作方式逐渐在法国和世界范围内流行起来，并进而发展成为银行保险。自从1999年以来，中国金融业也出现银行和保险公司合作的浪潮。作为一种新的业务和经营模式，银行保险越来越受到我国保险业的重视，被视为当今保险业的重要经营战略之一。
但是，作为一项新的经营模式，目前国内对银行保险的研究文章大多局限在宏观意义的探讨，既缺少理论上的研究，也没有具体实践上的运作分析，使得银行保险的实施既缺少理论基础和理论指导，也没有实际运作的范例。
本文尝试将管理学知识和金融保险知识相结合，将战略联盟的理论，包括战略缺口、互补效应、协同效应和联盟风险等运用于银行保险联盟研究中。首先，选择太平人寿保险有限公司为案例，剖析了银行保险的具体运作。其次，运用联盟理论分析了我国银行保险的运作特点、联盟性质，在此基础上，深入探讨了银行保险相对于个人寿险营销体制的联盟优势，并进一步从联盟风险的角度，结合银行保险的实际，对我国在银行保险实施中出现的问题进行分析，认为我国银行和保险公司应进一步加强联盟合作，探索发展银行保险联盟的合作模式，充分进行资源共享和优势互补，重视组织结构、信用机制、沟通方式、佣金设计、培训激励措施等联盟合作细节的设计实施，扩大合作范围，深化合作层次，保证银行保险联盟的成功运作。
In 1982, to respond to competitions and enlarge market, CNP Assurances and Saving Bank of France formed a sales alliance. CNP Assurances designed and developed insurance products while Saving Bank of France sold insurance products through its banking branches. This was the first example of alliance and cooperation between banks and insurance companies. Because it has fully taken advantages and resources of banks and insurance companies, this alliance and cooperation mode has been popular gradually in France and in the scope of the whole world, and eventually has developed to bancassurance. Since 1999, a wave of cooperation among banks and insurance companies has appeared in the finance industry of China. As a new business and a new operation mode, bancassurance has received more and more attention in the insurance industry of China. Bancassurance has been taken as one of the important management strategies in today's insurance industry.
However, as a new operation mode, most domestic researches and documents about bancassurance so far are limited to discussions of its macro-importance. There has not been much work on the exploration of the theoretical basis. Nor there have been any work on operational analyses to bancassurance practices. Therefore, the bancassurance practices lack both theoretical basis and directions and cases of practical operations.
This paper attempts to incorporate knowledge of management with knowledge of finance and insurance, and applies Strategy Alliance theory including strategic gap, complementary effect, coordinate effect and alliance risk to researches of bancassurance alliance. This paper first selects Taiping Life Insurance, Ltd. as the study case and elucidates its
bancassurance operations in practices. Then it analyzes the operational characteristics and alliance properties of bancassurance in our country. Based on that, it explores and discusses on advantages of bancassurance alliance over single life insurance systems. It further analyzes the problems in bancassurance industry of our country from the angle of alliance risk and based on bancassurace practices. It proposes that banks and insurance companies in our country should further strengthen alliance and cooperation, explore the operation modes of bancassurance alliance, completely share resources and advantages, and pay more attention to the design and practices of the details of alliance and cooperation such as organizational structures, credit system, communication methods, commission design and measures of training and promotions. Insurance companies and banks should also broaden scope of cooperation and explore levels of cooperation to assure the successful practices of bancassurance alliance.
但是，作为一项新的经营模式，目前国内对银行保险的研究文章大多局限在宏观意义的探讨，既缺少理论上的研究，也没有具体实践上的运作分析，使得银行保险的实施既缺少理论基础和理论指导，也没有实际运作的范例。
本文尝试将管理学知识和金融保险知识相结合，将战略联盟的理论，包括战略缺口、互补效应、协同效应和联盟风险等运用于银行保险联盟研究中。首先，选择太平人寿保险有限公司为案例，剖析了银行保险的具体运作。其次，运用联盟理论分析了我国银行保险的运作特点、联盟性质，在此基础上，深入探讨了银行保险相对于个人寿险营销体制的联盟优势，并进一步从联盟风险的角度，结合银行保险的实际，对我国在银行保险实施中出现的问题进行分析，认为我国银行和保险公司应进一步加强联盟合作，探索发展银行保险联盟的合作模式，充分进行资源共享和优势互补，重视组织结构、信用机制、沟通方式、佣金设计、培训激励措施等联盟合作细节的设计实施，扩大合作范围，深化合作层次，保证银行保险联盟的成功运作。
In 1982, to respond to competitions and enlarge market, CNP Assurances and Saving Bank of France formed a sales alliance. CNP Assurances designed and developed insurance products while Saving Bank of France sold insurance products through its banking branches. This was the first example of alliance and cooperation between banks and insurance companies. Because it has fully taken advantages and resources of banks and insurance companies, this alliance and cooperation mode has been popular gradually in France and in the scope of the whole world, and eventually has developed to bancassurance. Since 1999, a wave of cooperation among banks and insurance companies has appeared in the finance industry of China. As a new business and a new operation mode, bancassurance has received more and more attention in the insurance industry of China. Bancassurance has been taken as one of the important management strategies in today's insurance industry.
However, as a new operation mode, most domestic researches and documents about bancassurance so far are limited to discussions of its macro-importance. There has not been much work on the exploration of the theoretical basis. Nor there have been any work on operational analyses to bancassurance practices. Therefore, the bancassurance practices lack both theoretical basis and directions and cases of practical operations.
This paper attempts to incorporate knowledge of management with knowledge of finance and insurance, and applies Strategy Alliance theory including strategic gap, complementary effect, coordinate effect and alliance risk to researches of bancassurance alliance. This paper first selects Taiping Life Insurance, Ltd. as the study case and elucidates its
bancassurance operations in practices. Then it analyzes the operational characteristics and alliance properties of bancassurance in our country. Based on that, it explores and discusses on advantages of bancassurance alliance over single life insurance systems. It further analyzes the problems in bancassurance industry of our country from the angle of alliance risk and based on bancassurace practices. It proposes that banks and insurance companies in our country should further strengthen alliance and cooperation, explore the operation modes of bancassurance alliance, completely share resources and advantages, and pay more attention to the design and practices of the details of alliance and cooperation such as organizational structures, credit system, communication methods, commission design and measures of training and promotions. Insurance companies and banks should also broaden scope of cooperation and explore levels of cooperation to assure the successful practices of bancassurance alliance.
引文
[1]Gentay N，Molyneux P．Bancassurance．England：Palgrave Trade Inc．1998
[2]何光辉，杨咸月．银行保险与我国分业体制下的银保合作．上海经济研究，2001，7：30～ 35
[3]Carow K．Citicorp-Travelers Group Merger：Challenging Barriers Between Banking and Insurance．Journal of Banking and Finance，2001，25：1553～1571
[4]何畔．战略联盟：现代企业的竞争模式[M]．广州：广州经济出版社，2000
[5]王竹青．战略联盟——企业竞争新模式．渝州大学学报(社会科学版)，2002，3：28～31
[6]栾培强．西方银行保险的发展及其动因分析．国际金融研究，2000，3：21～25
[7]Boyle CE．Bancassurance Model is Business as Usual in European Countries．Insurance Journal West，2001，6：28～32
[8]Fairlamb D．Banks and Insurance In Europe．Business Week European Journal，2002，9：53～57
[9]宋明岷，朱旭东．欧洲各国银行保险的比较研究及对中国的意义．金融研究，2000，11：109～115
[10]边疆．美国金融业现状．全球科技经济瞭望，2001，7：39～41
[11]参考网站：http://finance.sina.com.cn/b/20030125/0916306572.shtml
http://www.longhoo.net/gb/longhoo/finance/insurance/rddt/userobject1ai17080.html
http://www.fzic.gov.cn/assurance/news/tprsgzsdyw.htm
[12]刘红红，程林．西方银行保险的发展及其借鉴．兰州商学院学报，2002，1：28～31
[13]袁开坤．论我国企业与国外跨国公司战略联盟的升级．重庆商学院学报，2001，2：31～33
[14]颜光华，严勇．企业战略联盟及其在我国企业的应用．财经研究，1999，7：29～33
[15]史占中．企业战略联盟[Ｍ]．上海：上海财经大学出版社，2001
[16]沈青．企业战略联盟的价值思考．北方经贸，2002，3：7～10
[17]王刚．协同战略的演变．经济师，2002，6：34～35
[18]李敬．企业成长中的规模经济和范围经济．湖南大学学报，1998，4：69～73
[19]彭勇涛．企业战略逻辑分析．科技管理研究，2002，6：58～61
[20]张念．保险学原理．成都：西南财经大学出版社，1997，9
[21]张红霞．保险营销学．北京：北京大学出版社，1999，8
[22]陆建明，何永平．人寿保险市场病态营销行为初探．上海保险，1999，5：13～15
[23]Giffin CL．European Insurance Database，England：Datamonitor Inc．1997
[24]Poter Michael．陈小悦译．竞争优势．北京：华夏出版社，1997，1
[25]赵立航．银行保险----我国银行业面临的机遇、挑战、对策，广东商学院学报，2001年，5：33～36
[26]黄爱华，叶飞．成功运作战略联盟的核心技术研究．科技进步与对策，2002，1：119～120
[2]何光辉，杨咸月．银行保险与我国分业体制下的银保合作．上海经济研究，2001，7：30～ 35
[3]Carow K．Citicorp-Travelers Group Merger：Challenging Barriers Between Banking and Insurance．Journal of Banking and Finance，2001，25：1553～1571
[4]何畔．战略联盟：现代企业的竞争模式[M]．广州：广州经济出版社，2000
[5]王竹青．战略联盟——企业竞争新模式．渝州大学学报(社会科学版)，2002，3：28～31
[6]栾培强．西方银行保险的发展及其动因分析．国际金融研究，2000，3：21～25
[7]Boyle CE．Bancassurance Model is Business as Usual in European Countries．Insurance Journal West，2001，6：28～32
[8]Fairlamb D．Banks and Insurance In Europe．Business Week European Journal，2002，9：53～57
[9]宋明岷，朱旭东．欧洲各国银行保险的比较研究及对中国的意义．金融研究，2000，11：109～115
[10]边疆．美国金融业现状．全球科技经济瞭望，2001，7：39～41
[11]参考网站：http://finance.sina.com.cn/b/20030125/0916306572.shtml
http://www.longhoo.net/gb/longhoo/finance/insurance/rddt/userobject1ai17080.html
http://www.fzic.gov.cn/assurance/news/tprsgzsdyw.htm
[12]刘红红，程林．西方银行保险的发展及其借鉴．兰州商学院学报，2002，1：28～31
[13]袁开坤．论我国企业与国外跨国公司战略联盟的升级．重庆商学院学报，2001，2：31～33
[14]颜光华，严勇．企业战略联盟及其在我国企业的应用．财经研究，1999，7：29～33
[15]史占中．企业战略联盟[Ｍ]．上海：上海财经大学出版社，2001
[16]沈青．企业战略联盟的价值思考．北方经贸，2002，3：7～10
[17]王刚．协同战略的演变．经济师，2002，6：34～35
[18]李敬．企业成长中的规模经济和范围经济．湖南大学学报，1998，4：69～73
[19]彭勇涛．企业战略逻辑分析．科技管理研究，2002，6：58～61
[20]张念．保险学原理．成都：西南财经大学出版社，1997，9
[21]张红霞．保险营销学．北京：北京大学出版社，1999，8
[22]陆建明，何永平．人寿保险市场病态营销行为初探．上海保险，1999，5：13～15
[23]Giffin CL．European Insurance Database，England：Datamonitor Inc．1997
[24]Poter Michael．陈小悦译．竞争优势．北京：华夏出版社，1997，1
[25]赵立航．银行保险----我国银行业面临的机遇、挑战、对策，广东商学院学报，2001年，5：33～36
[26]黄爱华，叶飞．成功运作战略联盟的核心技术研究．科技进步与对策，2002，1：119～120