Research On Innovation Project Of Bank Insurance

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.