专业学位硕士学位论文
P 银行深圳分行寿险渠道个贷业务
发展策略研究
Study on the Development Strategy of P Bank Shenzhen Branch
Personal Loan Life Insurance Promotion Channel
作 者 姓 名： 陈思佳
学科、专业：工商管理
学号：41911581
指 导 教 师： 钱谊
完 成 日 期： 2021 年 12月5日
大连理工大学
Dalian University of Technology
大连理工大学学位论文独创性声明
作者郑重声明：所呈交的学位论文，是本人在导师的指导下进行研究
工作所取得的成果。尽我所知，除文中已经注明引用内容和致谢的地方外，
本论文不包含其他个人或集体已经发表的研究成果，也不包含其他已申请
学位或其他用途使用过的成果。与我一同工作的同志对本研究所做的贡献
均已在论文中做了明确的说明并表示了谢意。
若有不实之处，本人愿意承担相关法律责任。
学位论文题目：P 银行深圳分行寿险渠道个贷业务发展策略研究
作 者 签 名 ： 日期： 2021 年 12 月 5 日
大连理工大学专业学位硕士学位论文
摘 要
伴随着国民经济增速放缓、国内产业结构调整以及互联网金融的快速发展，我国
商业银行发展个人贷款业务面临着新的机遇和挑战。商业银行个人贷款业务创新不足、
产品同质化严重，成为制约个人贷款业务发展的瓶颈。对于商业银行而言，如何利用
自身优势资源，将其转化成核心竞争优势，是商业银行发展个人贷款业务亟待解决的
课题。
本文对 P 银行深圳分行寿险渠道个贷业务发展策略进行研究，采用文献研究法、
数据分析法、案例研究法等，对 P 银行深圳分行依托平安集团寿险客户资源渠道发展
个贷业务进行分析，提出符合其自身特点和实际的个贷业务发展策略。首先，对个贷
业务相关概念及理论进行阐述，包括个贷业务的概念、寿险业务的功能和特点、以及
研究所涉及的家庭生命周期理论、信息不对称理论等，为本文研究奠定理论基础；其
次，对 P 银行深圳分行寿险渠道个贷业务的现状及问题进行分析，提出寿险渠道个人
贷款业务总体下滑、寿险代理人流失、寿险客户转化难、个贷业务多渠道竞争、个贷
渠道风险信用制度有待完善等方面的问题，并对其原因进行了分析；再次，进行 P 银
行深圳分行寿险渠道个贷业务发展环境调查分析，通过调查问卷对 P 银行深圳分行寿
险渠道个贷业务环境进行调查，在此基础上用 PEST 方法对政治、经济、社会、技术等
外部环境进行分析，用五力模型对内部竞争环境进行分析，用SW0T 方法对个贷业务
优劣势以及威胁和机遇进行分析；最后，基于对P 银行深圳分行寿险渠道个人贷款业
务内外部环境分析以及SWOT 分析，提出P 银行深圳分行寿险渠道个贷业务应采取增
长型策略和扭转型策略“双管齐下”的组合型策略，具体包括产品策略、渠道策略、
营销策略、以及技术支持策略等 4 个主要子策略。
本文研究认为，P 银行深圳分行作为平安集团下属的股份制商业银行，依赖平安集
团特有的寿险客户资源渠道，将其转换成特有的核心竞争优势，有利于促进P 银行深
圳分行发展个人贷款业务可持续发展。本文研究，对于 P 银行深圳分行利用寿险渠道
发展个人贷款业务，提升盈利能力，有着一定的实践指导意义，同时对于商业银行挖
掘自身优势资源，打造核心竞争优势，也具有一定的参考借鉴意义。
关键词：寿险渠道；个贷业务；综合金融
- I -P 银行深圳分行寿险渠道个贷业务发展策略研究
Study on the Development Strategy of P Bank Shenzhen Branch Personal
Loan Life Insurance Promotion Channel
Abstract
With the slowdown of national economic growth, the adjustment of domestic industrial
structure and the rapid development of Internet finance, China;s commercial banks are facing
new opportunities and challenges in developing personal loan business. The lack of innovation
and serious product homogeneity of commercial banks; personal loan business have become
the bottleneck restricting the development of personal loan business. For commercial banks,
how to use their own advantages and transform them into core competitive advantages is an
urgent task to be solved in the development of personal loan business.
In this article, the P bank Shenzhen branch channels of life insurance individual loan
business development strategy study, using literature research, data analysis, case study, etc., to
P bank Shenzhen branch to use its own unique advantages of resources, the development
channels of life insurance individual loan business analysis, put forward in accordance with its
own characteristics and the actual personal loan business development strategy. First of all, the
concepts and theories related to personal loan business are expounded, including the concept of
personal loan business, the functions and characteristics of Ping An;s life insurance business, as
well as the family life cycle theory and information asymmetry theory involved in the research,
which lays a foundation for the study of this paper. Second, the P bank Shenzhen branch
channels of life insurance individual loan business analysis of the present situation and
problems, put forward the life insurance channel loss of personal loans business downturn, life
insurance agent, life insurance customers transform hard, multi-channel GeDai business
competition, channels of life insurance GeDai risk needs to improve credit system problems,
such as and its reasons are analyzed; Again, to P bank Shenzhen branch channels of life
insurance individual loan business development environment investigation and analysis,
through the questionnaire on P bank Shenzhen branch channels of life insurance personal loan
business environment investigation, on the basis of the PEST method for the external
environment, such as political, economic, social, technical analysis, with five models to analyze
the internal competitive environment, SW0T method is used to analyze the advantages,
- II - 大连理工大学专业学位硕士学位论文
disadvantages, threats and opportunities of individual loan business. Finally, the development
strategy of life insurance channel personal loan business of P Bank Shenzhen Branch is put
forward, including product strategy, channel strategy, publicity strategy, technical support
strategy, etc.
According to the research of this article, as a joint-stock commercial bank subordinate to
Ping An Group, P Bank Shenzhen Branch relies on the unique life insurance customer resource
channel of Ping An Group and converts it into a unique core competitive advantage, which is
conducive to promoting the sustainable development of personal loan business of P Bank
Shenzhen Branch. The research in this article has certain practical guiding significance for P
Bank Shenzhen Branch to develop personal loan business through life insurance channels and
improve profitability. At the same time, it also has certain reference significance for commercial
banks to tap their own advantageous resources and build core competitive advantages.
Key Words： Life Insurance Channel; Personal Loan Business; Integrated Finance
- III -