Research On The Development Of Banking Insurance Business In Qinghai Province Life Insurance Market

Bancassurance is mainly the cooperation between insurance companies and banks and other financial institutions.It sells insurance products and provides insurance services through banking channels.Compared with individual agent channels and group channels,it achieves "win-win" for banks,insurance companies and customers.In 1997,Qinghai Province formally began to handle bank insurance business.After years of development,bank insurance business channel has become one of the main sales channels in Qinghai life insurance market.Although the increment and growth of premium income in the development of bank insurance business in Qinghai Province are considerable in recent years,the data show that there is still a big gap between the development of bank insurance business in Qinghai Province and developed provinces and cities.Therefore,in this paper,the author mainly investigates the bank insurance business in Qinghai Province and finds out ways to improve its development level in order to improve insurance sales in Qinghai Province.Income,help to promote economic growth in Qinghai Province.In this paper,the life insurance market is taken as the main body of study.Through investigating and researching the service fee,products,cooperation mode and demand of bank insurance business in the life insurance market,and logistic regression analysis of consumer market demand,the following problems are found in the process of cooperation of bank insurance business in Qinghai Province: in the process of developing bank insurance business Commercial banks charge excessive handling fees,and bank employees are misled in the sales process;in the process of launching products,the product homogeneity of life insurance companies is too high,and the market product positioning of life insurance companies is inaccurate;in the process of product sales,consumers blindly purchase banking insurance products,lacking awareness of safeguarding rights when the products are in trouble.On this basis,in order to make the banking insurance business of Qinghai life insurance market develop healthily for a long time,the corresponding countermeasures are put forward from three aspects: commercial banks,life insurance companies and consumers.Commercial banks should enrich the cooperative mode of banking insurance and improve the professional accomplishment of the salesmen of banking insurance business;life insurance companies should mainly return the life insurance products to the safeguard function,and at the same time should strengthen the promotion of the banking insurance channels;consumers need to strengthen the popularization of insurance knowledge,while banks and life insurance companies should establish a customer-centered service system.