大连理工大学专业学位硕士学位论文
摘
要
“十一五”规划期间，金融监管机构放开对银欧亿·体育（中国）有限公司混业经营的要求，之后银欧亿·体育（中国）有限公司金
融机构通过多种形式探索与保险公司协同发展的有效路径，力求在激烈的竞争中寻找差
异化优势。GF银行是最早一批成立的全国性股份制商业银行之一， 2016年 8月，中国
人寿通过股权收购成为 GF 银行最大股东，从此开始了 GF 银行与中国人寿的综合化经
营之路，保银协同工作也成为 GF银行重要战略导向以及主要业务增长渠道，在零售、
公司、投行与金融市场方面业务的发展都提供了丰富的资源基础。GF 银行零售银行的
保银协同工作取得了一定进展，其中，通过国寿渠道带动 AUM（Asset Under Management,
资产管理规模）超过 500亿元、储蓄存款月日均余额超过 200亿元，迁徙客户超过400
万户，协同综合效益日益显现。但相较于中国人寿庞大客群，以及较早开展保险与银行
协同的综合化经营模式的 PA银行，其零售业务各项指标有 30%-40%来源于综合金融渠
道的贡献，GF银行零售银行的保银协同工作仍存在很大的改进空间。
论文通过对 GF银行、中国人寿以及 PA银行近几年公布年报数据的比较，采用 PEST
分析法，对 GF银行零售银行保银协同面临的政治环境、经济环境、欧亿·体育（中国）有限公司环境和集团环
境加以分析；运用 SWOT分析工具，总结出 GF银行零售银行开展保银协同工作面临的
优劣势、机会与挑战；总结在产品、价格、促销、渠道方面存在的问题，并进行原因分
析。在目标客户定位、推出场景化产品、增加增值服务权益来增加价格优势、提升代理
人培训内容、强化线上渠道建设等方面构建营销策略。最后，通过在人员队伍建设、坚
持依法合规以及保护消费者权益三方面提出策略实施的保障措施。
论文通过构建 GF 银行零售银行保银协同业务的营销策略，力图为 GF 银行相关业
务发展提供相关理论支撑，同时为银欧亿·体育（中国）有限公司金融机构在零售业务方面与保险公司协同开展
综合金融业务提供初步实操方案。
关键词：GF银行；中国人寿；零售银行；保银协同
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GF银行零售银行保银协同业务营销策略研究
Study on the Insurance-Bank Cooperation Strategy of China GF Bank
Retail Business
Abstract
During the eleventh Five-Year Plan period, the financial regulatory authorities released
the requirements for the mixed operation of the banking industry. After that, the banking
financial institutions explored the effective path of coordinated development with insurance
companies through various forms, striving to find differentiated advantages in the fierce
competition. By the end of 2020, GF Bank's insurance-bank collaboration of retail banking
has made some progress. The insurance channel has driven the average daily balance of AUM
of 50000 billion yuan and the average monthly daily balance of savings deposits of 20000
billion yuan, and the comprehensive financial benefits are increasingly evident. However,
compared with China Life's huge customer base of nearly 400 million in China and the
situation that 30%-40% of the indicators of PA Bank's retail business are contributed by
comprehensive financial channels,there is stilla lot of roomfor improvement in the
Insurance-bank Cooperation of GF Bank's retail business.
Through the comparison of the annual report data published by GF Bank, China Life
Insurance and PA Bank in recent years, this paper concludes that GF Bank should mainly
focus on speeding up the migration speed and improving the quality of migration customers
whendevelopingretailbankingbusiness.By adoptingPESTanalysis,thepolitical
environment,economic environment,industryenvironment andgroup environmentof
Insurance-bank Cooperation of GF Bank's retail business are analyzed. SWOT analysis tool is
used to summarize the strengths and weaknesses, opportunities and challenges faced by the
retail business of GF Bank to carry out the coordinated work of bank protection. The research
found the following deficiencies: the agents of China life did not have enough understanding
of the existing products and value-added services of GF Bank, did not form fixed actions to
refer customers, the value-added services provided by GF Bank did not match the asset levels
of customers in the system of China life, and the physical branches of GF Bank did not
effectively cover the business scope of China life. This paper used the 4P theory to construct
the improvement plan and strategy in terms of product, price, promotion and channel. In
particular, suggestions were put forward in terms of exclusive products, exclusive services,
exclusive activities, professional capabilities and the enhancement of online construction
process, aiming to dig deeper the potential of Insurance-bank Cooperation in GF Bank's retail
business. Finally, through the personnel team construction, adhere to the law and compliance
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大连理工大学专业学位硕士学位论文
and protectionofconsumer rightsand interestsofthe threeaspects ofthe strategy
implementation safeguard measures.
It can be expected that the marketing strategy proposed in this paper aimed at the three
target customer groups of Insurance-bank Cooperation in the retail business of GF Bank will
help GF Bank and China Life deeply promote the development of their retail business on the
basis of win-win cooperation.
Key Words：China Life ; GF Bank ; Retail Business; Insurance-bank Cooperation
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