The Research On The Bancassurance

Since the 1970s, the financial globalization and financial liberation issues challenges to the traditional separated operation.The financial strict minute industry management is accepting stern tests in the global world.The fusion of banking and insurance appears particularly outstanding.Bancassurance in China starts at the end of 1990s and developed rapidly and violently, which has become the second largest sales channels of life insurance. However, bancassrance in China is at the stage of Agreement Cooperation at present.Commercial banks as the main body of China's financial sector, it's operation of bancassurance do affects commercial banks'normal operation, the stability of financial markets micro and the promotion of China's competitiveness in financial industry macro. So, the analysis of difficulties and problems exists in the bancassurance operation does matter to the development of bancassurance. Combined with the characteristics of bancassurance in China, the way to avoid the negative effects brings a far-reaching impacts to the development of bancassurance,banking and insurance industries in China.In the paper, it starts with the theory of bancassurance and it's operation models. Then, it describe the development of Agreement Cooperation in China, which is the main form of bacassurance. Later, analyse the difficulties and problems existing in the bancassurance from the contradictions and problems. In the end, several suggestions are presented to avoid the negative impacts.