Research On Bancassurance Development Issues Of S Branch Of China Citic Bank

With the increasing openness of the financial field,the era of comprehensive operation and management of the financial industry has come quietly.As the product of financial service integration and innovation,bancassurance has the dual characteristics of banking and insurance business.At the same time,the cooperation of the two fields can obtain greater economic benefits and produce synergy effect,so bancassurance ushered in a huge development opportunity.As a high-income intermediary business,bancassurance is getting more and more attention from the banking industry,and the competition in bancassurance market is becoming more and more fierce.China CITIC Bank's bancassurance business started earlier,and its retail contribution was quite effective.However,behind the rapid development,there are also a series of problems,which make its development stagnate.How to solve these problems effectively is the key for China CITIC Bank to seize the bancassurance market and retail transformation.This paper takes s branch of China CITIC Bank as the research object,aiming at the problems existing in the development of bancassurance business.Through the data analysis and questionnaire survey of the current situation,this paper considers the problems,causes and Countermeasures at this stage,in order to provide theoretical basis and strategic reference for the future development of China CITIC Bank's banking and insurance business.First of all,the background and significance of Bancassurance as well as the relevant theories of bancassurance cooperation are elaborated,which will lay the practical basis and theoretical foundation for the follow-up study.Secondly,taking the current situation of bancassurance business development of s branch as the starting point,combined with relevant data and examples,this paper analyzes and explains four aspects of business scale and revenue,bancassurance cooperation,organizational structure and system support,and marketing service;and uses the global business analysis model to deeply analyze the macro environment and competitive environment of bancassurance market.Third,through the questionnaire survey of s branch's bank insurance customers and internal employees,this paper points out the existing problems in cooperation mode,after-sales service,marketing initiative,product types,purchase channels,and analyzes the causes.Finally,combined with the actual situation of s branch,based on the above problems and reasons,respectively,from the group joint operation,service system,product structure,platform construction,assessment and training and other aspects of practical countermeasures and suggestions.