| Abstract: | Mainland China since 1979 to restore the insurance industry, along with its rapid economic growth, the world eyeing the insurance industry who did this huge potential market. With mainland China's accession to WTO, has opened this market, from 1996 to 2011 only, a total of 12 countries, 28 foreign insurance companies to enter, which shows the importance of the market.
Develop a strange but highly competitive market, the appropriate path is to determine the key to success. Recalling the history of the world's insurance industry, we can see bancassurance channel is the mainstream path. Around the world for several years, and developed four main patterns, with the local laws and regulations have different operations.
In response to the development of cross-strait situation, this paper qualitative research approach, using document analysis, historical research, in-depth interviews and other three methods, bancassurance channel for mainland China to study. Study found that, at this stage in China's banks and insurance companies have to compete with leading banks and insurance shares approach path for the position. Looking back at the history of bancassurance channel, I want to move that the life insurance market in mainland China, should not the Chinese mainland for the implementation of Bank Holding Act in advance of the layout of the insurance access to this market in the next place.
Keywords：Sides of marketing channels, Banks, Insurance, Life insurance |
