摘要
20世纪80年代，随着西方国家金融业的快速发展，银行业与保
险业相互融合，并逐步发展成为一种新的混业经营模式——银行保险
(Bancassurance)。我国银行保险起步较晚，但其资源共享、销售方便、
条款简明等优势使得银行保险迅速为我国的保险市场所接受。目前，
国内各家保险公司几乎都与商业银行签订了合作协议，双方的合作范
围不断扩大，合作形式也更加深入。加入WTO后，我国银行保险面
对来自国外金融机构成熟银行保险经营模式的挑战，如何借鉴其成功
经验，解决银行保险经营中存在的问题，提高我国银行保险的竞争力，
是我国保险公司与银行迫切需要考虑的问题。

我国银行保险方兴未艾，且已成为保险公司寿险业务的重要收入
来源。但在其业务蓬勃发展的同时也暴露出实际运作中的问题与不
足，其中营销问题值得关注，如保险产品单一、营销渠道不畅等。究
其原因，除了与我国银行保险所面临的法律政策、经济文化等客观的
外部环境有关外，保险公司与银行营销策略与管理模式的问题也是制
约我国银行保险发展的关键因素。在我国现阶段的银保合作模式下，
保险公司是银行保险产品的设计者，具体营销方案的制定者，也是银
行保险风险的主要承担者。因此本文主要从保险公司的角度，运用保
险经营管理理论、营销管理理论及其他金融知识，分析我国保险公司
银行保险营销主要问题及其成因，借鉴国内外保险公司先进的营销策
略经验，提出解决我国保险公司银行保险营销问题，完善银行保险营
销策略的对策建议。

关键词银行保险；营销问题；策略
ABSTRACT
During the 1980s, the merging of the banking and insurance
business with the rapid development of the financial industry has brought
a new management mode — — bancassurance. Because of its
advantages such as sharing resource, sale convenience, simple and clear
provisions, the bancassurance business has developed quickly in our
country despite of its late entry. At present, nearly all of the domestic
insurance companies have reached agreements with the commercial
banks and launched more and more cooperation. Facing the challenges
from the international banking institutions, the domestic insurance
companies and banks must consider how to use foreign ripe experiences
for the solutions of the current problems in the bancassurance business
management and the improvement of the competitive power.
When still making progress, the bancassurance business has become
one of the most important income resources of the life insurance business
within the insurance company. However, there are still some problems
along with the motion of the bancassurance business especially in the
management and sales, such as very much alike insurance products,
blocked marketing channels. Going to the root of those problems, we find
out that the problems of the marketing mode of the insurance companies
and the banks have become the key factor among those to restrict the
domestic bancassurance business from moving forward as well as the
external environment, such as laws, policies, economy and culture.
According to the present domestic bancassurance business mode, it’s the
insurance company that designs the products, works out the concrete
marketing projects and bears the main risks. Therefore, standing on the
insurance company’s side, the author, with the help of the theories of the
insurance management, sales and other financial knowledge, analyze the
sale’s problems and causes in the domestic bancassurance business as
well as the experiences of the insurance companies so as to find a way to
solove the problems and improve the tactics.
KEY WORDS Bancassurance；Sale’s problem； Marketing tactics