Research On The Restrictive Factors Of The Development Of The Insurance Business Of Bank Of Shanghai

With the outbreak of the global financial crisis, the traditional domestic industry recession, the rise of Internet banking, as well as the interest rate market intensifies, the profitability of commercial banks declined sharply. At the same time by the Basel agreement, the deposit loan ratio and the statutory deposit reserve rate control, commercial bank scale expansion is limited, facing the transformation of banking business model, sheet business needs the development of.At the same time the insurance industry to enter the high growth period, in the past ten years, the size of China's insurance industry sales rose from 492 billion 700 million yuan in 2015 to 24282 yuan in 2005, as an increase of nearly 400% cumulative. The bank insurance agency has become an important channel,2015 sales accounted for the national life insurance sales volume of nearly 6, the annual sales income of nearly 1 trillion, intermediary business income of more than 30 billion yuan for the bank, the bank became an important channel for access to the table outside the business income, the banks will sell insurance business as a strategic focus of resource deployment.Bank of Shanghai was founded in 1995, is the City Commercial Bank of Shanghai local, ranked second in the city commercial banks, one of the top 100 British "banker" magazine, and is listed on the Shanghai stock exchange. Bank of Shanghai in Shanghai area as the core, the layout of the country's large and medium cities in 314 outlets, has a good basis for retail marketing, in recent years its overall sales agency business scale growth. However, Bank of Shanghai's insurance agency business is developing slowly, in the distribution business accounted for declining, compared with the industry of other banks, not only the stock of smaller, but also the growth rate is lag, which has been restricted to a certain extent the development strategy of Bank of Shanghai.In this paper, setting the development of the insurance agency business of Bank of Shanghai as a case, we based on the theoretical research, through the historical sales data, combined with the methods of questionnaire investigation and Study on the factors restricting the development of the insurance agency business of the Bank of Shanghai, to provide the improvement ideas and specific measures, thus enhance the development of Bank of Shanghai to explore future insurance agency business.The study is divided into five parts:the first part, the introduction describes the research background of this topic, through the course of development of the important research and literature and scholars related comments on the banks to sell insurance review, introduces the research contents and methods, research framework, characteristics and disadvantages. The second part is based on the theory of the relevant theories and marketing management of the factors affecting the product demand in economics, the theory of market segmentation and product mix. The third part, through the introduction of the definition and origin of the bank insurance business, as well as the development process and the status quo of the distribution of insurance business in our country, analyzes the development trend of the business. The fourth part, this paper studies the case to Bank of Shanghai, starting from the basic situation of the Bank of Shanghai, introduces the status quo of Shanghai insurance agency business development and performance evaluation, which reveals the phenomenon of stagnant business development. Through the internal data of Bank of Shanghai's 2013-2015 sales data of insurance business, the overall sales of products distribution, data statistics and analysis as well as the size of product sales revenue, we suggested holding period, income methods, combined with Bank of Shanghai stock market customer survey results, there are three factors restricting the insurance agency business the development of Bank of Shanghai:product returns and liquidity mismatch, lack of product differentiation and brand concentration is too high. The fifth part, based on the fourth chapter problems one by one, put forward the improvement plan:active management, according to the needs of the products; the good market segmentation, improve product differentiation; expand the scope of cooperation, the construction of multi-platform three projects, and supporting the product evaluation, post evaluation and product line, out of three kinds of incentive mechanism, prospect the prospect of the insurance agency business development bank of Shanghai.This paper aims to analyze the restricting factors existing in the insurance agency business development Bank of Shanghai, as the development of the insurance agency business of the Bank of Shanghai, to be implemented through the implementation of the program and supporting mechanism, provide the impetus for the insurance agency business, Bank of Shanghai to pave the way, reinforce the retail banking practice development pattern, strategic transformation. At present, China's banking sector is the fastest in the transition period, the major commercial banks to sell the business will become an important profit business of domestic banks. The study of bank distribution insurance business, not only for the orientation of the insurance industry to provide a reference, but also to the overall development of China's banking and financial industry as a whole.