5. bancassurance

BancassuranceHin nay, s kt hp gia hot ng kinh doanh bo him vi ngn hng ang c th hin r trn th trng th gii, nhiu tp on bo him c ngn hng thng mi v ngc li, nhiu ngn hng thng mi thnh lp cng ty bo him. y l xu hng th hin s h tr nhau cng kinh doanh v pht trin. i vi cc cng ty bo him, nhng knh phn phi ng vai tr quan trng trong vic pht trin th trng. Thng thng, c cc knh phn phi nh sau: Knh phn phi truyn thng i l Mi gii Knh trc tip Qua in thoi Qua th tn, qua internet Knh mi Ngn hng Cc t chc ti chnh

Trong nhng knh phn phi trn, phn phi qua ngn hng xut hin v pht trin mnh m nhiu quc gia.

I. Tng quan v Bancassurance1.1. Khi nim. Bancassurance l vic ngn hng v Cng ty bo him hp tc vi nhau pht trin v phn phi mt cch hiu qu cc sn phm ngn hng v bo him thng qua vic cung cp cc sn phm cho cng mt c s khch hng. Loi bo him ny c ngn hng la chn phn phi, ng ngha vi vic khch hng c bo him hai ln. y, cn phn bit vic ngn hng phn phi cc sn phm bo him vi cc doanh nghip bo him cung cp v phn phi cc dch v ti chnh, ngn hng (assurbanking). Mt cch tng qut, Bancassurance c th c hiu mt cch gin n nht l vic cc ngn hng tham gia cung cp cc sn phm bo him cho khch hng ca mnh. 1.2. Lch s pht trin.

Bancassurance ra i v pht trin u tin ti chu u, tip theo l ti cc khu vc chu nh Malaysia, Singapore, Hng Kng, Thi Lan Bancassurance xut hin u tin Php v Ty Ban Nha vo nhng nm u ca thp k th VIII, th IX, th k XX. Php vo thi gian , cc t chc ACM (Assurances du Crdit Mutuel); Vie et IARD (Bo him nhn th v bo him chung) chnh thc c php bt u cc hot ng c coi l bc ngot trong lch s boNhm Ti Chnh Doanh Nghip 11 Trang 1

Bancassurancehim: tm cch vt qua khu trung gian trong bo him bo v cc khon cho vay t bo him cho cc khch hng ca ngn hng. cng l tin thn ca ci m 15 nm sau c mnh danh l bancassurance. Vo nm 1971, ngn hng Crdit Lyonnais mua li tp on Mdicale de France v n nm 1993 k kt tha thun tp on Union des Assurances Fdrales c quyn bn sn phm bo him nhn th qua mng li ca Crdit Lyonnais. Ti Ty Ban Nha, vo nm 1981, tp on Banco De Bilbao ginh c phn ln c phn trong Euroseguros SA (mt cng ty bo him v ti bo him c ngun gc l La Vasca Aseguradora SA, thnh lp nm 1968). Tuy nhin, ban u s kim sot ca tp on ch l v mt ti chnh, bi v thi lut php Ty Ban Nha cm cc ngn hng bn sn phm bo him nhn th. S cm on c d b vo nm 1991 v sau nhm 5 cng ty bancassurance hng u ca Ty Ban Nha (Vida Caixa, BBVA, SHC Seguros, Aseval, Mapfre Vida) kim sot 1/3 th trng bo him nhn th. Chu , bancassurance ch thc s thu ht s ch ca ngn hng Korean sau khi chnh ph cho php vo nm 2003 cn ti Thailand, nm 2004, Fortis k hp ng vi tp on Muang Thai cho vic bn c hp ng bo him nhn th v bo him phi nhn th v sau cn nm gi 25% c phn ca Muang Thai Bo him nhn th. Bn bo him qua h thng ngn hng cng dn pht trin nhiu nc chu khc nh Sigapore, Malaysia. 1.3. Cc kiu mu m hnh ca Bancassurance Vic tham gia cung cp sn phm bo him ca ngn hng c th nhiu cp khc nhau tu theo tha thun v hnh thc lin kt gia ngn hng vi cng ty bo him nh: 1.3.1 S tha thun phn phi: Ngn hng k tha thun phn phi sn phm vi Cng ty bo him, ng vai tr l ngi i din bn hng hoc mi gii bo him cho Cng ty bo him. y l hnh thc n gin nht, nhng hot ng c hiu qu nht.

Nhm Ti Chnh Doanh Nghip 11

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Bancassurance

Ngn hng phn phi cc sn phm bo him (bn ring r hoc bn cng vi cc sn phm ngn hng) nhn hoa hng. Hai bn khng cn hoc ch chia s mt t c s d liu khch hng v khng cn phi u t nhiu v c s vt cht cho quan h hp tc ny. 1.3.2. Chin lc lin kt: Ngn hng s u t vo cng ty bo him, nm gi c phn ti cng ty bo him

thc hin c ch cn u t t. - Mc kt hp cao hn trong vic cung cp sn phm v qun l knh phn phi. C th c s chia s c s d liu khch hng. i hi phi u t ng mc vo cng ngh thng tin v nhn s bn hng. 1.3.3. Lin doanh: Ngn hng v cng ty bo him cng thnh lp mt cng ty bo him mi cng kinh doanh.

Cng s hu v sn phm v khch hng. Cng chia s c s d liu khch hng. Cp ny i hi c s cam kt mnh m v di hn t hai pha v chin lc phn phi sn phm, v c s vt chtNhm Ti Chnh Doanh Nghip 11 Trang 3

Bancassurance1.3.4. Tp on dch v ti chnh: Ngn hng mua ton b hoc mt phn cng ty bo him hoc thnh lp mt cng ty bo him mi, trong tng lai s hnh thnh tp on dch v ti chnh ngn hng. Ngoi ngn hng, bo him cn c thm cc thnh vin khc hnh thnh tp on cung cp tt c cc sn phm ti chnh a dng, tho mn nhu cu ca khch hng.

cp ny, cc hot ng v h thng phn phi c kt hp hon ton. C kh nng cao trong vic s dng c s d liu khch hng hin c v cung cp cc dch v khc ca ngn hng . To kh nng cho vic kt hp y ca cc sn phm. 1.4 Li ch t hot ng Bancassurance C th ni rng, Bancassurance l mt loi hnh giao dch m cc bn tham gia nh ngn hng, cng ty bo him v khch hng u l ngi c hng li. 1.4.1 i vi ngn hng: Cc ngn hng lun i mt vi cc vn : p lc gii hn, ri ro tn dng, tc tng trng kinh t chm, chi ph,.. Nhu cu cho cc ngun thu khc Trin khai bancassurance thnh cng, ngn hng s c nhiu li ch nh: C thm dch v cung cp cho khch hng, qua tng cng kh nng cnh tranh ca mnh, tng kh nng duy tr khch hng v thu ht hn nhiu khch hng mi s dng cc dch v ca ngn hng. Ngn hng c th tng doanh thu t vic cung cp cc dch v ngn hng cho khch hng mua bo him. V d: Ngn hng c th pht trin cc mi quan h vi khch hng thng qua vic gii thiu cc sn phm mi ca ngn hng lin quan n cc sn phm bo him vi nhng li ch thuyt phc, tha mn nhu cu a dng v phong ph ca khch hng.


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Bancassurance Tng thu nhp khng phi t li thng qua vic thu ph cc dch v ngn hng (ph chuyn khon, ATM, th tn dng), cho thu mt bng giao dch, hoa hng t bn bo himNgn hng c thm lng tin mt nh lng tin ng ph bo him thng qua ngn hng ca khch. Ngoi ra, cng ty bo him cn duy tr cc khon tin gi c k hn v cc hnh thc u t khc ti ngn hng. Ngn hng c th tn dng c s khch hng, mi quan h di hn vi khch hng, h thng phn phi hin thi nhm to ra li th so vi cc knh phn phi khc trong vic phn phi cc sn phm bo him nhm to ra thu nhp n nh. Tng t sut sinh li (ROA), bi v chi ph hot ng thp nhng doanh thu t cc khon tin thng v hoa hng t cc hp ng bo him tng i cao. Tng nng sut hot ng ca nhn vin ngn hng thng qua vic cung cp thm cc sn phm bo him, do vy gip gim chi ph c nh mt cch tng i cho ngn hng, ng thi, cc nhn vin ngn hng cng c thm ng lc v thu nhp. Ngoi ra, vn ha bn hng thu nhn c trong hot ng kinh doanh bo him s tc ng tch cc tr li i vi hot ng kinh doanh ca ngn hng, nng cao cht lng dch v ngn hng. Tng cng thng hiu v uy tn ca mnh trn th trng, ng thi, to thm nng lc i mi, gim bt s bin ng ca li nhun theo thi gian do kh nng sinh li ca ngnh ngn hng v bo him thng bin ng khng theo cng mt chu k. Thm vo , Bancassurance gip gim vn theo ri ro ca ngn hng. Vic cung cp cc sn phm bo him gip gim thiu ri ro khng thu hi c n ca ngn hng i vi cc khon cho vay. Gip tng ngun vn huy ng ca ngn hng t pha bo him. C th thy trong cc tho thun hp tc ca cc Cng ty Bo him nhn th Vit Nam vi cc ngn hng u bao hm cc tho thun u t tin hoc ph bo him thu c vo ngn hng. Tng hiu qu kinh doanh do tng doanh thu v c c hi bn cho sn phm. Cc v d n gin v s phi hp gia hot ng ngn hng v cc sn phm bo him tng ng, c th to c hi bn cho gia chng:


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BancassuranceSn phm ca ngn hng Sn phm bo him Th tn dng Sn phm BH mt th tn dng 1.4.2 i vi cng ty Bo him: Cc vn m cng ty bo him thng gp phi i vi m hnh i l truyn thng (nhn vin BH trc tip tm kim v tip xc vi khch hng):

Qun l dng tin BH tn dng nhn th

Vay th chp BH cho cc ti sn dng th chp

Cc mn vay c lp BH mn vay cho c nhn

Cho vay c nhn BH tn dng c nhn

Chi ph u t ban u, chi ph c nh phi b ra, Vic cung cp sn phm ph thuc cht lng ca cc i l i din, s tp trung sc mnh bi mt s t ngi dn u, v cc dch v di mc i vi cc khch hng thuc tng lp trung lu

\Trin khai bancassurance thnh cng, cng ty bo him s c nhiu li ch nh:

Bancassurance to ra ngun khch hng mi, c hi cho cc sn phm

mi v tit kim chi ph nh quy m ln. Cng ty bo him c th tip cn v s dng ngun d liu rt ln v khch hng ca ngn hng, qua gim chi ph phn phi sn phm. C th thy, nhng khch hng ca ngn hng l nhng khch hng tim nng ln i vi cc Cng ty bo him v h thng c thu nhp trung bnh kh tr ln v t nhiu c thi quen s dng dch v ti chnh.

a dng ha cc knh phn phi, tng cng kh nng cnh tranh nht l

trong giai on th trng bo ho, ng thi gim bt s bin ng li nhun theo thi gian.

Cc ngn hng s cung cp cho cng ty bo him hn mc tn dng vo

tng thi im h tr vn lu ng cho cng ty. Ngoi ra, da trn h thng mng li chi nhnh, phng giao dch c sn rng khp ca ngn hng, cng ty bo him c th tit kim c chi ph, ngun lc trong vic m rng th phn.

Bn cc sn phm ngn hng cho khch hng tham gia bo him, qua

gip gim thiu ri ro pht sinh t vic giao dch bng tin mt, gii quyt tt bi ton thu ph, thanh ton quyn li bo him bng tin mt. i vi cc nc m ngi dn c thi quen s dng tin mt cao nh Vit Nam, iu ny rt c Nhm Ti Chnh Doanh Nghip 11 Trang 6

Bancassurancengha. Thc t cho thy, cc Cng ty bo him, c bit l cc Cng ty bo him nhn th Vit Nam chu ri ro ln trong vic qun l tin mt trong qu trnh thu ph, gii quyt quyn li bo him (mt cp, tin gi, nhm ln) v gii quyt bi ton rt ln v t chc lc lng thu ph bo him. R rng, Bancassurance gip gim bt s l thuc ca Cng ty bo him vo h thng i l v mi gii.

Tng cng thng hiu v uy tn ca mnh trn th trng trong vic s

dng uy tn v thng hiu ca ngn hng, v trn thc t h thng ngn hng thng c uy tn rt ln trong i sng kinh t - x hi. 1.4.3 i vi khch hng: Chng ta c th thy rng nhu cu ca khch hng:

Cn cc k hoch c s bo tr ca chnh ph cho cc khon lng hu. Tng mc sng v tng dn s ch ra mt s u tin dnh cho cc loi sn phm mang tnh u t.

p ng li nhng i hi chnh ng th:

Cc nh cung cp phi pht trin tt hn cc chnh sch phn phi cc sn phm dch v vt tri, dnh ring cho mi c nhn vi chi ph thch hp. Nhng cng ty bo him khn ngoan ang tm kim s hp tc vi cc ngn hng v cc sn phm lm theo nhu cu khch hng nhm p ng hon ton nhng nhu cu khch hng v m rng s phn phi vn xa.

Khi tham gia Bancassurance, khch hng c hng nhng li ch:

Khch hng c s dng cc dch v ti chnh trn gi vi chi ph thp

hn v thun tin hn, mua sn phm vi gi thp hn, do tiu dng nhiu sn phm v ngi cung cp sn phm tit kim c chi ph phn phi.

Vic chi tr ph bo him nh k cng thun tin hn. Khch hng c th

qun l ri ro tt hn v hoch nh ti sn hiu qu hn. ng thi, khch hng c th c hng cc dch v gia tng khc.

Mua nhiu sn phm ti 1 ni (Kt hp ngn hng v dch v bo him).

c cung cp thm thng tin v c cung cp thm 1 s dch v. V d: C nhn vay vn s c tham gia bo him tng ng vi gi tr khon vay. Trng hp khng may xy ra ri ro trong phm vi bo him, khch hng v


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Bancassurancengi thn trong gia nh s khng phi lo vic thanh ton n gc v tin li ca khon vay.

Bn cnh , khi mua bo him ti ngn hng, khch hng c th c thm

nim tin v c thm mt ngi na bo lnh uy tn cho Cng ty bo him. An ton hn khi mua bo him ( v cc sn phm bo him c cung cp qua knh ngn hng c ngn hng xem xt, nh gi, la chn) khch hng c bo him hai ln.

Tng kh nng hiu bit v cng ty bo him v ngn hng. Gim ri ro Khch hng cng c th c hng li t chnh sch u i thu ca Nh

do thng tin bt cn xng.

nc. Mt kha cnh ng k i vi c ngn hng v cng ty bo him l bancassurance cng c th gp phn gim bt s bin ng ca li nhun theo thi gian khi kh nng sinh li ca ngnh ngn hng v ngnh bo him bin ng khng theo cng mt chu k. Nhng li ch ca bancassurance ni trn l nhng vn l lun c kim nghim qua thc t hot ng bancassurance nhiu nc trn th gii. 1.4.4 Nhng thun li cho cc nh lp php. Vai tr ca cc c quan gim st hoc ca chnh ph l lm lut m bo rng nhng ri ro c thc hin bi t chc ti chnh ca t nc ang c qun l v kim sot mt cch tch cc theo cch nh vy l duy tr nn ti chnh quc gia vng mnh. Tuy nhin, nhng s kin c th xy ra bn ngoi s kim sot ca c nhn v nhng nh qun l quc gia c th tc ng n ton b h thng ti chnh. Nhng ri ro ny c gi l ri ro h thng. i vi cc t chc ti chnh, Bancassurance c th l mt phng tin hn ch ri ro h thng nh vy bi v n a dng ha cc ngun thu ca ngn hng, lm cho kinh doanh n nh hn v do cng an ton hn cho khch hng ca n. Mt khc, mt s nh lnh o ngh rng, vic bi b cc quy nh hn ch ca h thng ti chnh c th lm gia tng ri ro h thng ca mt quc gia. y l l do ti sao, ti nhiu nc, cc ngn hng vn khng th thc hin cc hot ng ngoi hot ng kinh doanh ct li ca h trnh cc nguyn nhn khc gy ra ri ro.Nhm Ti Chnh Doanh Nghip 11 Trang 8

BancassuranceNgoi ra, mt s chnh ph quyt nh t do ha h thng ti chnh, nhng dn dn, l quyt nh t do ha cho mt qu trnh bi b quy nh kim sot nhiu hn. Ni cch khc, c quan gim st c th thy Bancassurance l mt li th, hay tri li, nh l mt nguy c tim tng cho s n nh ti chnh ca mt quc gia.

II. BANCASSURANCE TRN TH GII2.1 Tng quan v Bancassurance trn th gii Khong 20% ngn hng ca M bn bo him vo nm 1998 trong khi c t 70% n 90% nhiu nc Ty u. S thm nhp th trng ca bancassurance trong hot ng kinh doanh nhn th mi chu u l khong gia 30% UK n gn 70% Php. Gn nh 100% ngn hng Php ang bn sn phm bo him. Nm 1991 Nationale Nerderlanden ca H Lan sp nhp vi Post Bank, mt cng ty con v lnh vc ngn hng ca bu cc to ra ING Group mt phng din mi ca Bancassurance v d nh khai thc ngn hng d liu ca bu cc. CNP, cng ty bo him c lp ln nht ca Php pht trin vic phn phi sn phm ca n thng qua cc bu in. S kin sp nhp ca Winterthur, cng ty bo him ln nht ca Thy in, vi Credit Suisse v Citibank vi Travellers Group dn n mt s tp on ti chnh ln nht trn th gii. Bt k hin tng thnh cng ca Bancassurance chu u, cc sn phm bo him ti sn v tai nn (property and casualty) khng xm nhp nhiu. Ti Ty Ban Nha, B, c v Php ni m hn 50% ph bo him nhn th mi c to ra bi Bancassurance, ch c khong 6% hot ng P&C n t ngn hng Ty Ban Nha, 5% B, 4% Php v . Mt nghin cu gn y bi Boston Consulting Group v Bank Administration Institute M khng nh rng nu cc ngn hng thc hin cam kt ch yu i vi bo him v mt cam kt mc tiu hp hn vi cc nh u t, trong vng 5 nm h c th tng doanh thu bn l ln gn 50%. Xa hn na l cc ngn hng c th chim t 10 15% tng th trng bo him v u t ca M bng cch bn sn phm cho 20% khch hng hin hu ca h. C s h tng hin c ca ngn hng cho php h hot ng vi chi ph thp hn 20 30% so vi cc nh bo him truyn thng.Nhm Ti Chnh Doanh Nghip 11 Trang 9

BancassuranceChi nhnh ngn hng ca Bancassurace da trn h thng kinh doanh bn hp ng bo him nhiu gp 3 5 ln kinh doanh bo him truyn thng v n lc phn phi. Bng cch n gin ha cc sn phm Bancassurance mi nhn vin ngn hng c th qun l hp ng gp nm ln so vi nhng nh bo him truyn thng. 2.2 Cc m hnh bancassurance hin nay Th trng bo him chu u v chu Thi Bnh Dng a ra ngun doanh thu tim nng khng l cho cc ngn hng. Tuy nhin, mt nghin cu ch ra rng mong mun ca ngn hng t dc doanh thu t kinh doanh bo him v xu hng khch hng mua bo him t ngn hng khc nhau ng k qua cc quc gia.

2.2.1 Cc m hnh Bancassurance hin nay M hnh Bancassurance truyn thng l ch phn phi (distribution only), lin doanh (joint venture), nh cung cp (manufacturer). Kh nng v vn ca ngn hng, ri ro k vng v tm quan trng ca Bancassurance nh l ng gp tng th vo li nhun, s nh hng n m hnh hot ng ca t chc. Ba m hnh pht trin Nhng thun li Hot ng bt Hnh thc ph Nhng bt li bin rng ri cc quc gia Thiu tnh linh M, c, Anh,Trang 10

M t

Tha

Nhng hot


Bancassurancethun phn phi ng ca ngn hng l trung gian cho cng ty bo him Ngn hng hp Lin doanh tc vi mt hoc nhiu cng ty bo him Thnh lp 1 cng ty con mi Vn ha doanh nghip ging nhau Chuyn giao chuyn mn u mt cch nhanh chng. Khng cn vn u t (t tn km) hot tung ra sn phm mi. Nht v Hn C s khc nhau trong vn ha doanh nghip Kh khn trong vic qun l trong di hn Italy, Ty Ban Nha, B o Nha, Hn Quc Php, Ty Ban Nha, B,Anh, Ireland Quc.

Lin kt

Phi c s u t ng mc

Bi nghin cu Bancassurance: a winning formula thng 9/2010 ca Ernst & Young UK cho thy m hnh hin nay l ngn hng t lp cng ty bo him (manufacturer) v lin doanh (joint venture), vi chi ph thp tp trung vo vic to ra li nhun bin cao. Cc nh bn bo him qua ngn hng c xu hng gia tng vic dch chuyn t cung cp cc sn phm bo him nht nh, nhng h khng mun mt doanh thu v tim nng li nhun. iu ny dn n mi quan tm ln hn n m hnh lin doanh v gia tng ti bo him nh l mt yu t ca c s h tng cho nh bn bo him qua ngn hng v l mt thnh phn ca bt k tha thun lin doanh no. Li ch ca vic gim ng k ri ro, trong khi duy tr mc li nhn tim nng ln hn, a nhiu nh bn bo him qua ngn hng xem xt mi lin h gia lin doanh v ti bo him, mt la chn khng in hnh c s dng trong qu kh. Kt qu chu u ch ra s a thch m hnh lin doanh hn ca cc ngn hng, bo him l mt sn phm c bit v phc tp, li ch ngn hn v kt qu nhanh chng c li hn bi vic trnh trch nhim vn di hn ca phng php t cung cp sn phm.


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Bancassurance chu , hp tc phn phi rt ph bin, nhng c s gia tng ca cc ngn hng ln vo m hnh lin kt v t s hu. l s sp nhp trong cc nh bo him mua cc ngn hng, c th l Trung Quc. c li c xu hng khc, m hnh bancassurance ph bin nht l ngn hng t lp cng ty bo him, v theo sau l s sp ca m hnh lin kt ING/ANZ, khng c bt k hot ng bancassurance lin doanh ng k no c na. C nhng la chn khc nhau gia lnh vc nhn th v phi nhn th, phi nhn th ch yu l hp tc phn phi cho nhiu sn phm, c th l moto. 2.2.2 Cn nhc trong vic xc nh m hnh hot ng bancassurance Nhng nhn t then cht khi chn mt mu hnh thch hp l: Chp nhn ri ro: Trc khi cuc khng hong tn dng, trng tm chnh ca cc ngn hng l doanh thu hng u vi li nhun gi nh ph hp vi ngun thu nhp. By gi, quyt nh ang c thc hin da trn chp nhn ri ro v t hi vic cc ngn hng mun sn ui thu nhp khng phi chu ri ro, hoc l thu nhp chu ri ro, hoc kt hp c hai. Cc doanh nghip bo him v ngn hng ang c, tt nhin, v c bn tham gia vo v qun l ri ro nhng h lin quan n cc loi ri ro khc nhau. Trong nhiu trng hp, cc ngn hng c th chp nhn mt gii hn ri ro lin quan n bo him. Nhn th v Phi nhn th: Nhiu nghin cu xem xt thi i vi c bo him nhn th v phi nhn th. Vi vic xem xt mt phm vi rng ln lin quan n vic cc doanh nghip ngn hng nn sn sut hay phn phi. mi kt thc ca mt phm vi nghin cu chi ra rng chng ta nn sn xut v phn phi c bo him phi nhn th thay v ch c bo him nhn th. Mt s ngi khc th khng tin nh vy. Trong khi khng c s ng thun v nhng chn la tt nht, iu ny chng t s khc bit trong cc loi ri ro gia cc doanh nghip v cc thi i vi nhng ri ro, v cc ch chung l bo him c coi l mt iu c bit m cc ngn hng cn phi thc hin c ti ch.

Li th cnh tranh v s khc bit:Trang 12


BancassuranceTrng hp cc ngn hng hot ng theo m hnh ch phn phi, h ang s dng nng lc v cc sn phm c cung cp bi nh cung cp bo him ln, v iu ny dn n thiu s khc bit trong cc sn phm so vi s cung cp t cc ngn hng i th. iu ny khuyn khch cc ngn hng sn xut sn phm bi chnh mnh hoc cung cp thm cc li ch c c li th cnh tranh mnh m v s khc bit bn vng.

Chin lc gia nhp th trng: S dng mt ngn hng hot ng bo him bi chnh n c th l mt chin lc thm nhp th trng nu khng c nh cung cp bo him a phng hoc quc t c kh nng p ng cc sn phm cn thit trong khu vc. Trong trng hp kinh doanh phi nhn th, vic duy tr mng li in hnh s c gi mc thp v mt cng ty bo him h tr hot ng a phng vi vic cung cp ti bo him chim a s hot ng v nng lc. y l mt la chn m c th c s dng nu mt ngn hng ang tm kim cung cp mt xut bo him ph hp ton cu cho cc nhm khch hng nht nh.

Kh nng sinh li: Vic sn xut nhiu dng bo him l mt hot ng cn nhiu vn v n c th kh t c mc tiu li nhun trn vn c phn (ROE). Mt s cng ty xem xt ROE l mt l do chnh cho quyt nh ca mnh trn m hnh p dng v v vic liu h cn phi c mt t chc bo him hay khng. Nhiu nghin cu cho thy rng doanh nghip bo him c mt ci nhn di hn trong khi cc ngn hng thng c mt ci nhn ngn hn hn. Chng ti quan st thy mt kin ph bin v s hp dn ca doanh nghip bo him - trong mt s trng hp, n tr nn quan trng hn, ng gp t sut sinh li trn vn c phn thng (ROCE) tt hn cc hot ng ngn hng. Nhng ngi khc ang tm cch gt b cc doanh nghip bo him ca h, bi v s cng thng vn c ngha l h nn tp trung vo kh nng ngn hng ct li ca h v bo him khng c cung cp mc yu cu ca ROCE h tr u t bn vng.

Vn: Vn yu cu c th c mt tc ng ln n cc m hnh bancassurance. M hnh sn xut v lin doanh c nguy c nh hng ng k n vn ngn hng


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Bancassurancenm gi nh l kt qu ca Basel III v Sovency II. Kh nng ca cc ngn hng x l vn bo him nh mt phn vn tng th ca h c th b nh hng.Mt s ngi c kho st ni rng h ang thc hin d n nh gi cc m hnh hot ng v dch v sn phm bancassurance ang tin trin, mt ngi tr li rng, tt c cc ngn hng ti kim tra cc doanh nghip bo him ca h vi mt s tm cch bn cc b phn, gim lin doanh, hng n ch phn phi. 2.3 Sn phm bancassurance 2.3.1 Nhng c im chnh ca nhng sn phm Bancassurance Mt ngi kinh doanh Bancassurance lun bit rng n gin ha l cha kha thnh cng. Nh SH&C Hn Quc hoc Predica Php: Bn phi cung cp nhng sn phm n gin m khng cn mt lot nhng s la chn khc nhau. Tuy nhin, mt s nh khai thc Bancassurance hin nay mua bn nhng sn phm phc tp hn, nh l mt bo him chm sc di hn, nhng b quyt l ging nhau c th gii thch c mc ch v khi nim ca sn phm mt cch n gin, ngay c khi bn cht ca n l phc tp. Cc sn phm phn phi phi hon ton ph hp vi mng li ngn hng, tc l ng b vi th tc bn hng ca ngn hng, trong bao gm cc hnh thc ng dng tiu chun ha tt c cc giao dch. iu ny thng c ngha l s tin bo him tng i thp bn d dng hn, bi v mc bo v thp hn c ngha l ph bo him nh hn, trong khch hng c nhiu kh nng chp nhn hn. Thiu tnh n gin ny, mng li chc chn s rt min cng khi cung cp cho khch hng ca chng nhng sn phm ngn hng v bo him mt cch ba bi. Ti Nam Chu u (Ty Ban Nha, B o Nha, Php) cho rng chng ta cn xem xt ci cch m cc ngn hng i t chc li vic cung cp bo him nhn th ca h, lm cho n ging v hon ton thch hp vi nhiu sn phm ngn hng. Ngc li, Bc u (Anh, c), cc sn phm bo him nhn th c bn bi cc ngn hng l ch yu ging nh nhng ngi c cung cp bi mng li truyn thng (i l, mi gii) v c bn ti cc ngn hng bi nhn vin phi ngn hng.


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BancassuranceNhn vin bn hng cn cn cm thy thoi mi v quy trnh bn hng phi c nhanh chng. Trong mi trng ngn hng, mt khch hng khng b cho ko trong ln tip xc u tin s b mt. Vic cung cp nhng sn phm n gin v tiu chun ha, i khi kt hp vi cc sn phm ngn hng th c tm quan trng c bn. Ban u, Bancassurance l 1 sn phm phn phi rng ri, c bit l nhm vo cc khch hng c nhn. Luis Araya, Gim c k thut ca cng ty Altavida Seguros de Vida Chile, cng ty con ca tp on Santander, gi thch: S thnh cng ca Bancassurance nm khi lng bn. Nu bn c s lng ln ngi tham gia bo him v bn p dng mc gi n b o khng hin hu ca cc la chn y t, bn khng nn lng ph. Cc sn phm phi d hiu i vi cng chng v nn tp trung vo nhng nhu cu thit yu ca h. Ngoi ra, c cu gi c phi nn n gin, to thun li cho qu trnh bn hng. tng ny dng nh khng tng thch vi s a dng ha tng giai on hng n nhng sn phm phc tp hn, thm ch ko di n 1 s cung cp ty bin. Nhng sn phm c to ra o lng, cn mt cng ty ln hn, thng l nhng sn phm m h thng ngn hng thy rng kh bn nht, li l nhng sn phm m doanh thu bin t l ln nht, em li cho ngn hng khon thu nhp ln v hu ht hoa hng ca nhn vin. y l mt ng lc ln cho cc ngn hng v cc cng ty bo him n nhn th thch mi. Tuy nhin, thnh cng, qu trnh ny phi theo nhng quy tc nht nh: Nhng m bo c xut phi d hiu i vi khch hng v ngi bn, vi mt vi la chn, c cu gi c v la chn phi n gin nht c th. Nhng sn phm c bn bi cc nh khai thc Bancassurance cn c v tr tt v c tch hp vo mt lot cc sn phm ngn hng. l iu ct yu gi li tnh b sung gia bo him nhn th v nhng sn phm tit kim. Bn phi chc chn rng cc sn phm bo him c xem l b sung thay v cnh tranh vi cc sn phm ngn hng c bn. Denis Wallerich, ca BNP Paribas Asurance nhn mnh iu ct yu l cc sn phm mi nn c bn thng nht trong phm viNhm Ti Chnh Doanh Nghip 11 Trang 15

Bancassurancehin ti trnh t l tit kim ngn hng c chuyn vo bo him phng tin vn ti, Edouard de Bonnafos, Gim c k thut ca Predica gii thch. 2.3.2 Mt s sn phm bancassurance Long-term Care Insurance: thanh ton hng nm (c th cng vo s tin tnh gp) nu ngi c bo him mt nng lc hnh vi. Tnh hung ny c xc nh l khng kh nng thc hin nhng hot ng thng ngy (n ung, tm git, di chuyn) trong thi gian di. Mc ph thuc c th l ton b hoc mt phn. nh ngha ny s dng cho cc sn phm bn Php. Cc sn phm khc, cng c m t nh l long-term care, nhn mt phng php hon tr khc, bi thng chi ph thuc men sau vic mt nng lc tm thi t chm sc bn thn. GAV (Garantie des Accidents de la Vie Life Accident Guarantee) sn phm Php. GAV l sn phm bo him sc khe v thuc men di nhn hiu ca FFSA (French Federation of Insurance Companies Cc cng ty bo him ca Chnh ph Php). t c danh hiu ny, sn phm phi p ng mt s tiu chun nht nh trong hp ng chun. Sn phm ny c tung ra hon tt s bo v ca Php vi cc ri ro tai nn c nhn. Trn thc t, a s ngi Php ngh rng h c bo v khi tai nn mi ngy bi b phn Trch nhim Cng ng (Civil Liability) ca bo him gia nh ton din (Comprehensive Household Insurance): tuy nhin b phn ny ch cung cp tin bi thng cho bn th ba. GAV bo v cho cc trng hp tn thng th cht do s c tai nn (tai nn thuc y hc, tai nn do tn cng khng b hoc hot ng ti phm hoc cc tai nn khc trong cuc sng ca ngi mua bo him). GAV l mt sn phm bo him ti ngng mt nng lc hnh vi 30% v trn bo him l 1 triu . Bi thng thng tt da vo quy tc c a ra trong lut chung. So-called intergenerational products benefiting descendants: cc hp ng ny c a ra Php 15 nm trc, t vic m u ca lut cho php ng b li cho con chu ca h 30.000 min ph thu di sn mi 10 nm. Cc cng ty bo him nhanh chng di chuyn vo ngch th th trng ny bng cch a ra sn phm vi cc thun li v thu vt qu 30.000.


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BancassuranceCon chu c th nhn c tt c li ch ca hp ng bo him nhn th, c tr bi ng b hoc b m ca h. Chng l hp ng ti chnh chung hoc cc hp ng tha k chu u truyn thng, trong ngi tng s tin bi thng min ph cho con chu i sau c bo him. Personal Pension Plans (K hoch lng hu tr c nhn): nhiu quc gia, dn s gi thc y chnh ph ngh vic tr cp lng hu. Kt qu l, cc nh lp php y quyn cho cc cng ty bo him bn k hoch lng hu tr c nhn. Cc k hoch ny c s dng tit kim cho tr cp hu tr tng lai, ngay khi ngi c bo him cn rt tr. V d Th Nh K, quy nh cho lnh vc ny vo nm 2003: hu ht cc nh hot ng bo him nhn th, bao gm mt s lng ln trong bancassurance, dch chuyn thnh cng vo ngch th trng mi ny, mc d c nhiu quy nh l cc cng ty phi tun theo khi bn sn phm ca h. iu tng t cng xy ra Php, thng 8 nm 2003, lut quy nh m lng hu tr cho mi ngi, vi PERP (popular retirement savings plan k hoch tit kim lng hu ph bin). Property products: Automobile, comprehensive household insurance (Sn phm ti sn: t, bo him mi ri ro gia nh). Bancassurance ch c mt phn nh trong th trng bo him ti sn (khong 8% Php), nhng th phn ca n tng trng trung bnh 0,7% trong phn khc ny. l v bo him c kt hp vi ngn hng v thng qua mt nghin cu v s i mi, bancassurance vn tng trng khim tn nhng vi t l n nh. Bancassurance ang pht trin vi nhng g c gi l bc tin ton cu (global offering), kt hp ti chnh v bo him ti sn, c bit cho xe t v nh . Mt v d th v l nh hot ng bancassurance ca Php (Assurances du Crdit Mutuel) bn sn phm tt c trong mt: sn phm ny hng n cc nh u t bt ng sn, bao gm ti chnh, bo him tin thu nh cha tr, bo him mi ri ro gia nh cho ch nh mua cho thu v bo him bo v n. Mt s nh hot ng bancassurance rt thnh cng trong nhng lnh vc mi ny, v d, gia nm 2004, bancassurance ca Php chim 85% trong kinh doanh k hoch tit kim lng hu ph bin v 86% ca GAV!Nhm Ti Chnh Doanh Nghip 11 Trang 17

Bancassurance2.4 Bancassurance mt s quc gia trn th gii S ph bin ca bancassurance vn duy tr mc d c s chnh lch gia cc vng. Chu u c t l thm nhp ca bancassuranxe cao nht, bancassurance nhn th chim hn mt na doanh thu ph bo him nhiu th trng (Php 64%, Italy 60%, Ty Ban Nha 72%, B o Nha 88%). Bc M, s thm nhp ca bancassurance thp hn nhiu c US v Canada, phn nh mt phn cc quy nh hn ch v phn phi bo him ca ngn hng trc . Th trng bancassurance c m rng t do Nht t cui nm 2007, v th m s thm nhp th trng vn mc thp. Tri li, Australia li c mc thm nhp cao trong lnh vc nhn th v s thu nhn ca nhiu cng ty nhn th bi cc tp on ngn hng. Cc th trng mi ni c t l thm nhp th trng ca bancassurance khc nhau ph thuc vo nn tng lut a phng, mc tham gia ca cc i tc nc ngoi v s cn nhc v vn ha v x hi. Cc nh bo him ngn hng thng thm nhp ng k vo th trng chu , ch yu l lnh vc bo him nhn th. Share of bancassurance distribution in selected markets


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BancassuranceNgun: Swiss Re, Sigma No. 5/2007, Bancassurance: emerging trends, opportunities and challenges , p. 11 2.4.1 Chu u: Php: mt trong nhng quc gia c c t ph ngon mc v bancassurance. Ch trong vng 2 nm. Predica, cng ty con ca Crdit Agricole v bo him nhn th c thnh lp u tin vo nm 1986, tr thnh cng ty bo him nhn th ln th ba ca Php v thu nhp ph bo him. Ch l hiu qu trong tng trng nhanh chng ca hot ng bancassurance Php l vic to ra cc c hi th trng mi hn l kinh doanh bo him truyn thng. Ngy nay, nhng nh iu hnh bancassurance ang thc hin tt hn cc cng ty bo him trong ri ro c nhn. Nm 2003, Tp on bancassurance Php (French Bancassurance Group, c iu hnh bi Michel Villatte, CEO ca Predica), chim 60% doanh thu bo him nhn th, vi thu nhp ph bo him l 55 t . Cui nm 2003, 5 nh hot ng bancassurance nm trong s 10 cng ty bo him nhn th hng u (v thu nhp ph bo him): Predica ng hng u (Crdit Agricole), theo sau l Ecureuil Vie (Caisses dEpargne), Sogecap (Socit Gnrale),Natio Vie (BNP Paribas), Assurances Fdrales Vie (Crdit Lyonnais). Ty Ban Nha: T sau nhng nm 1980, th trng ny c t l tng trng bo him cao nht chu u. C ngn hng v cng ty bo him u c li: 9 nh hot ng bancassurance nm trong s 10 cng ty bo him hng u Ty Ban Nha v bancassurance chim 74% hp ng mi, 50% trong s n t cc ngn hng a phng. Mt trong nhng nguyn nhn chnh trong s thnh cng ny l quan nim tch cc ca cc ngn hng trong nc. Hn na, mng li ngn hng dy c lm cho bancassurance c thun li nht nh. Mt s ci cch, v d nh h thng tr cp lng hu, cng gp phn cho s hp dn ca mt s sn phm bo him nht nh c bn qua mng li ngn hng. Italy: bancassuarace pht trin ng k trong nhng nm gn y, hu nh l bo him nhn th, khong 70% hp ng bo him nhn th mi c bn cc chi nhnh ngn hng.Nhm Ti Chnh Doanh Nghip 11 Trang 19

BancassuranceLut Amato 1990 cho php ngn hng u t vo cng ty bo him v dn n s pht trin hot ng bancassurance Italy. Tuy nhin, th trng ny c c trng bi s vng mt ca cc tp on bancassurance ln. Mng li ngn hng vn ri rc v vn da vo khu vc ia phng. Tuy nhin, nhng ngn hng khu vc nh ny thng t ho l cc t chc hiu qu, mng li dy t v l hnh nh tt i vi ngi tiu dng. Ton b nhng yu t khc bit ny, kt hp vi chin dch marketing hng hu, gip ngn hng to nn mt c t ph nhanh chng. Thm vo , s pht trin ca bancassurance Italy dng nh c cng c bi vic kinh doanh cc sn phm kt ni n v (unit-linked) v kt ni ch s (index-linked). Mt c im ng ch khc l s pht trin lin kt vi vic ngn hng to ra cc cng ty con bo him, hoc ngn hng v cng ty bo him k kt hp ng phn phi. V d, bn c th tm hp ng nhn th Aviva cc chi nhnh ca Unicredito Italia, Banca Popolare di Lodi, Banche Popolari Unite, khng tnh n Banca delle Marche, 8% c s hu bi cng ty bo him ca Anh. C nhng nh kinh doanh bancassurance khng l, v d nhin, di din cho cc nh bo him hng u ca Italy. Mc d tng trng mnh m trong nhng nm gn y, nhng c tnh tim nng cho s tng trng ln hn Italy vn duy tr mnh m bi v t l thm nhp th trng ca bo him vn tng i thp. Khng c g nghi ng rng bancassurance s l mt tng lai ti sng Italy. 2.4.2 Chu Singapore: Singapore l ni m cuc th nghim ln v bancassurance din ra ln u tin chu , sau vic kinh doanh bo him ca Ngn hng Pht trin Singapore (Development Bank of Singapore DBS) cho Aviva. Singapore, vai tr ca bo him ngn hng tng ln tng ngy v thay i cc m hnh phn phi truyn thng. S lng cc cng ty giao dch truyn thng gim dn trong nhiu nm: 12000 trong nm 2004 so vi 20000 nm 1998. L do? iu kin kh khn trong vic xin c giy php, gim tin hoa hng cho giao dch v trn ht l s


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Bancassuranceln mnh v vai tr ca bo him ngn hng. Theo Life Insurance Association of Singapore, trong nm 2004 bo him ngn hng ng gp 30% cho cc hp ng mi. Nht Bn:

Nht, th trng c m tng phn cho cc ngn hng Nht vo thng 4 nm 2001: sc p mnh m t cc cng ty bo him a phng chng li vic m rng t do, m vic ny chc chn e da n th phn ca h. Tuy nhin, bt chp s min cng, nhng ngi c quyn lc trong ngnh ti chnh (the Financial Services Agency, FSA, v Financial System Council) tng bc loi b nhng quy nh dn n vic xa b thnh cng hng ro ngn cch gia ngn hng v cc cng ty bo him: - K t 1998, cc cty bo him c th to ra cc cng ty con thuc lnh vc ngn hng; - K t 2000, cc cng ty bo him nhn th c th bn cc gi sn phm phi nhn th v ngc li; - K t 2001, cc ngn hng c php bn cc gi sn phm bo him phi nhn th. Tuy nhin, h thng mi, c d tr gii thiu vo ma xun 2005, cho php cc ngn hng c bn nhng gi bo him mi, b tr hon v sau. FSA v Life Isurance Association of Japan tho lun vi nhau tm nhng im mi mi thng nht vic bi b dn dn nhng quy nh, ban u c d tr cho ma h 2007. Mc tiu cui cng l cho cc gi sn phm bo him c th c bn thng qua mng li ngn hng.


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BancassuranceCc nh ch ti chnh ca Nht (The Japanese financial authorities) lo ngi vic ni lng cc quy nh qu nhanh i vi bo him ngn hng c th v tnh lm cho cc ngn hng c nhiu quyn hnh c th dn n s lm dng i loi nh p mua. Xp x 400,000 nhn vin ngn hng c cp php bn cc hp ng bo him. V khon ny th cc cng ty bo him nc ngoi c u i hn, dn n gim gi v to nn nhiu chng loi (wider range) sn phm n khch hng. Hn Quc: Trong mt thi gian di, th trng bo him Hn Quc ng th 7 th gii, theo phong cch truyn thng. Cho n mi y khi phn i ci cch, ngnh cng nghip bo him Hn Quc mi pht trin lin tc vi vic Hn Quc gia nhp OECD nm 1996. Bi b cc quy nh ti chnh khi bt u, cho php nhiu thnh phn mi c bit l cc cng ty nc ngoi tham gia vo. Khng hong ti chnh 1997 buc Hn Quc phi ti cu trc t chc ti chnh v loi tr hng ro gia ngn hng v cc cng ty bo him. Do , mc d t lu c xem l mi e da i vi th trng bo him truyn thng, bo him ngn hng c cho php chnh thc Hn Quc vo 30 thng 8 nm 2003, c hiu lc vo 1 thng 4 nm 2004. Tuy nhin, do dc p t cc cng ty bo him truyn thng, nhng bc ca vic bi b cc iu lut ny ban u c sp xp theo mt qu trnh 3-bc c bit nh hng n cc loi hp ng c cho php trong h thng ngn hng b lm chm li bi mt quyt nh ca nh nc thng 1 nm 2005: - Ban u, ch nhng sn phm tit kim thun v bo him bo v n c cho php; - Bc 2 c sp xp vo thng 4 nm 2005 cc ngn hng c php bn gi sn phm Tai Nn v gi Sc Khe cha iu khon gi l s hon tr khi ht hn (trn 80% tin bo him bi hon nu khng c vic bi thng sau 8 nm) - giai on th 3 thng 10 nm 2006, S cp php ca chnh ph s m rng cho tt c cc hp ng Tai Nn v Sc Khe;


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Bancassurance- Phn cui ca qu trnh v s hy b cc iu lut trong nm 2008 (thay cho 2007), cc ngn hng s c cho php bn gi sn phm bo him tt-cnhng-g-lin-quan-n-cuc-sng, km lun cc hp ng Group. Tuy nhin, cho n nay, nhng thm quyn gim st (FSS Financial Supervisory Service) v B Ti Chnh Kinh T vn tip tc p t nhiu gii hn v hn ch, dn n s km hm tng trng: - Nhng hp ng t mt cng ty bo him n l khng th i din hn 49% tng doanh thu bo him ca mt ngn hng. Theo mt k hoch c a ra bi nhng ngi cm quyn trong thng 1 nm 2005, t l ny s sm b hn ch cn 25% (l 33% nu 2 cng ty bo him c cng tin gp vn chnh trong tng s vn ca ngn hng); iu ny s t du chm ht cho bt k hp ng c quyn no. - Sn phm bo him ch c th c bn khu vc c ch nh c th trong chi nhnh ngn hng; bn qua in thoi (telephone selling), bn thng qua n tng nh (door-to-door selling) u b cm. - Nhng c nhn c cho php bn sn phm bo him phi tiu chun cho cng vic ny v c mt chng ch c bit. Phi c t nht l mt (nhiu nht l hai) ngi bn sn phm bo him trong mi chi nhnh ca ngn hng. - K t 1987, nhng cng ty bo him ch c th c lp cng ty con cng lnh vc hot ng vi cng ty m; mt cng ty bo him nhn th ch c th lp c mt cng ty bo him nhn th. D sao, FSS hy vng c th g b s cm on ny v tin n mt quan im ci m hn. Trong khun kh ca nhng lut l hn ch ny, th trng bo him ang c nh hnh, v hp tc phn phi phn phi, cc cng ty lin doanh v cc tp on khc xut hin khp ni. V d: - Ngn hng Kookmin, ngn hng hng u ca Hn Quc v thu nhp, thnh lp cng ty con bancassurance KB LIFE nh l mt lin doanh vi vi ING. Bn cnh vic vic lin doanh ny, ngn hng Kookmin cng l i tc phn phi ca


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Bancassurance4 cng ty bo him khc: Samsung Life Insurance Co., Kyobo Life Insurance Co., Tong Yang Life Insurance Co. v Korea Life Insurance Co.; - Ngn hng Woori, mng li ngn hng ln th 2 ca Hn Quc, hin ang m phn v vic thnh lp lin doanh vi Samsung Life. - Tp on ti chnh Shinhan (Shinhan Financial Group) v Bo him nhn th Cardif cng thnh lp nn Cng ty Bo him Nhn th (SH&C Life Insurance Company), mt lin doanh bancassurance. Ba thng k t khi m ca th trng, ph bo him ca nhng hp ng tng trng nhanh gp 3 ln so vi nhng th khc trong mng li phn phi. Trong khong thi gian 9 thng, bo him ngn hng i din 4% cho cc thng mi bo him nhn th mi. Trung Quc: Qu thc Trung Quc l mt ch chc chc trong mi cuc tho lun bi c tim nng nhiu dch v v cng nghip ni chung, v cng l mt trung tm c cc ngn hng quc t v cc cng ty bo him quan tm. i vi n , th trng bo him a phng vn cn non tr nhng mc tng trng th tht s n tng: t 60 triu USD trong nm 1979, ph bo him vo th trng Trung Quc tng thm 47 t USD trong nm 2003; bo him nhn th c th c xem nh ng lc cho s tng trng ny v t c khi lng ln l 32 t USD trong nm 2003( tc l hn 2/3 ton b hot ng bo him). Ti mt thi im, th trng hon ton hoc l gn nh hon ton nm trong tay ca cc cng ty bo him a phng v cc cng ty nc ngoi ch chim c 2% trong tng s tin bn bo him. Tuy nhin, mt lng ln cc cng ty a quc gia ang b vo th trng y ha hn ny: hn 100 cng ty nc ngoi t 17 quc gia m cc vn phng bn hng khp ni Trung Quc v mt vi trong cc cng ty ny m c cng ty con v chi nhnh, a s l lin doanh: v d Aviva, CNP (hp tc vi Chinese Post Office), Generali, Allianz, AXA, ING, v.v C v nh hp tc vi mng li bo him trong nc l con ng d nht thm nhp vo th trng Trung Quc.


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BancassuranceCc ngn hng nc ngoi cng nhng tay vo; v d nh HSBC, tr thnh c ng ln nht ca Ping An Life, cng ty bo him ln th 2 Trung Quc. C mt s tha thun 2 chiu gia cc ngn hng v cc cng ty bo him lm cho th trng bo him ca Trung Quc rng m. Cc ngn hng c php bn cc sn phm nhn th ch trong nm 2001. Tuy nhin, bo him ngn hng tht s vn gim chn ti ch Trung Quc, mt vi hn ch chnh yu phi c g b: hin nay, nh cm quyn p t mc hoa hng 8% gia cc ngn hng v cng ty bo him; Nhng cng ty nc ngoi khng c hot ng khp Trung Quc hoc trong tt c lnh vc ca bo him; Nhng c ng nc ngoi trong cc cng ty ca Trung Quc b hn ch. Tng lai s cho chng ta bit c nhng ngi ng u Trung Quc mun pht trin th trng ngn hng v bo him ngn hng theo cch no. Cc yu t tc ng n s pht trin ca bancassurance. Bancassurance d kin s pht trin nh mt knh phn phi c Chu u v Chu Thi Bnh Dng. Mt s ngi c phng vn tr li rng cc chin lc ca h c dn dt bi cc ngn hng v chin lc khch hng trong mi khu vc kinh doanh. Hu ht nhng ngi c hi cho rng vic kinh doanh ngn hng to ra s tng trng, trong khi cc doanh nghip bo him cung cp sn phm. Mt thch thc l cc n v ngn hng c xu hng hot ng c lp b phn bo him, ngay c ni c hai thuc s hu ca ngn hng. Nhng i hi ngy cng tng trong vic to ra mt m hnh hp nht gia ngn hng v bo him vi bo him tr thnh c tm quan trng ln hn i vi cc nhn vin ngn hng. Trong lch s, cc nhm bo him vt ln nng cao thng tin v bo him trong ngn hng, nhng chng ta quan st thy mt s sn lng ca cc nhn vin ngn hng nm ly bo him khi h tm kim c hi thay th doanh thu t cc dng tn dng ngn hng gim bt cc sn phm da trn doanh thu. Cng ngh Mt s ngi tr li phng vn ng rng internet banking, mc d mt phn ca hu ht cc hp ng hin ti ca nhng ngi kinh doanh bancassurance, i din cc c hi tng trng ln nht trong tng lai. Nhng ngi u t v i mi trongNhm Ti Chnh Doanh Nghip 11 Trang 25

Bancassuranceinternet v cc gii php di ng s t c mt li th cnh tranh trong mt m hnh hot ng chi ph thp hn cc mng li chi nhnh ca h. Thm vo , vic nhn thy ngi khc tham gia trc tuyn l mt mi e da, c mt nim tin mnh m rng cc ngn hng c th d dng trin khai trc tuyn c hiu qu tt nht nh l mt phn ca vic a ra a knh ca h. Mt s ngi c phng vn ca chng ti cho chng ti bit rng cng ngh l thch thc chnh cho nhng ngi lm bancassurance khi chng ci thin vic x l sun s, n gin v tp trung vo doanh s bn hng v tng nng sut. Nhng ngi gia nhp thi trng mi: Mt khu vc m khng nn b qua bi nhng ngi lm bancassurance l s ni ln ca cc m hnh bn bo him phi truyn thng v phn phi khc.V d cc nh bn l chu u ang tm kim pht trin s hin din bo him v ngn hng ca h, c kh nng cnh tranh vi bancassurers. Th mnh ca h bao gm nhng thng hiu ng tin cy, c s khch hng c thnh lp, lin h vi khch hng thng xuyn, d liu khch hng mnh m v hiu bit, v mong mun n nh li nhun v tng trng thng qua cc dch v ti chnh. iu ny cng c lin quan trong bi cnh Australia vi cc hot ng gn y ca QBE v Myers, v Wesfarmers qua cng ty con Coles ca h. Trong nghin cu ny, nhng ngi mi khng c coi l mt mi e da ng k, tuy nhin, cc i din cm thy rng cc ngn hng nn s dng tt hn cc d liu m h nm gi tng th phn. 2.5 Khch hng v bo him ngn hng Mu cht ca vn kt ni ngn hng trong cch tip cn vi bo him ngn hng l nhu cu ca khch hng. p ng nhu cu ca khch hng Vn cn nhng bt cp khi ngn hng khng th pht trin c cc sn phm bo him bn cho, him khi no p ng c nhu cu khch hng ra. Theo cuc nghin cu ca chng ti tm thy th ngn hng cn nhiu thi gian hn hng ti gi tr ca ti sn m h c th phn phi v kh nng s dng thng tin khch hng tt hn hng n mc tiu bn cho bo him.


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BancassuranceTm nhn ny chim u th mc d cc yu t m ngn hng c th kt ni c ch n t 3 ngun d liu chnh v khch hng ca h thu nhp, chi tiu v tui tc. Bng cch ch tm to ra nhng phn khc khch hng cn c vo tng cp , h c th m rng doanh thu. T vin cnh , thng th nhng nhm ngi lm vic trong ngn hng lu nm s khng hiu c bo him v ton b li ch m n a ra i vi khch hng v cng vic kinh doanh ca h. iu cn li l khng c phn cch gia ngn hng v bo him ngoi s thiu kin thc v cch lm vic vi nhau ti a ha li nhun. Nng cao kh nng tip xc vi khch hng Dch v nhanh hn, d dng hn v an ton hn l yu t quan trng ca doanh s. Cc ngn hng ch c mt t c hi m ti c th nhn dng v bn bo him trong sut qu trnh tip xc khch hng, v th h ch tm n (ti thiu ha thi gian bn ti a ha nhng c hi ny). Chng ti ang thy mt s ch tm ln hn vo thi im ban u khi bn v chi ph c hi ca vic bn cc sn phm chc chn s chng li cc i th khc. C bng chng r rng rng nu c hi bn ban u b mt, th doanh s s st gim nghim trng. Nhng ngi c phng vn a ra cc cu tr li khc nhau, mt vi ngn hng hng n cc sn phm ngn hng hn l sn phm bo him ti thi im kinh doanh, v mt s khc th ci thin s hun luyn thm v cc sn phm phc tp nh lmc tiu kinh doanh. Mt s khc nu bt c tng tc hu mi (post-sale interaction) l lnh vc quan trng cho s ci tin, cng nh gip quyn li ca khch hng. C mt s tht kh r rng l vic thiu u tin i vi bo him khi khch hng ca ngn hng lin h tc ng n cc cu hi bo him c trch ra t mi ln tng tc vi khch hng. Nu nh ngn hng quan tm n lnh vc ny, c hi ti a ha im tng tc vi khch hng s tng ng k. Hiu hnh vi khch hng Thng 1 nm 2010, Ernst & Young cng b mt bn bo co vi ta Understanding customer behaviour in retail banking, da trn mt cuc thm d hn 6100 khch hng ngn hng ko di su nc Chu u. Mt bn bn co tng t,Nhm Ti Chnh Doanh Nghip 11 Trang 27

BancassuranceRetail banking in Asia Pacific pursuing customer loyalty c m t s lc trong n bn thng 8 Insurance Agenda ca chng ti. Nghin cu ca chng ti tm ra s khc nhau r rt gia khu vc chu u v chu Thi Bnh Dng vi 45% s khng tha nhn ngnh cng nghip chu u, so vi ch 6% chu Thi Bnh Dng. c 2 khu vc, khch hng c cho mi mt hng i mi trong dch v phn pht, cc quan h mt-mt v li khuyn r rng. Bi vy, cc ngn hng a ra nhng vn sau p li i hi ca khch hng v bo him ngn hng: .Mt s hiu bit phc tp v nn tng ca khch hng ca ngn hng l chnh yu, mi loi sn phm bo him tm n ng khch hng ca mnh. Cc ngn hng phi nhn ra v nhm nhng ngun ti nguyn n cc khch hng chnh. . trnh b khch hng quy ry, Ngn hng cn xem xt vic pht trin gi sn phm cho khch hng, to ra li ch ca vic mua mt s sn phm mt ni hn i khp ni. Theo cch ny, bo him ngn hng c th lm tng mi quan h vi khch hng. Cc ngn hng nn u t v m rng Customer Retention Unit (n v duy tr khch hng) to hng tip cn nhng vn lin quan n khch hng theo cc khu vc sn phm. Nu khch hng mua c sn phm bo him v ngn hng cng mt c s, thng tin ny phi c tp trung n nhng mi lin h dch v ang din ra v t hp li vi nhng tr gi c a ra. Khch hng i hi s ci tin ca vic c quyn n gp cc nh t vn ring iu ny khng c ngha l ngn hng phi u t thm nhiu nhnh, nhng h nn ci tin cch thc ly thng tin v giao tip vi nhng knh t xa, v tng mc nhn thc khch hng. Tht cht quan h c nhn c th tr li nng cao cc c hi bn hng.

III. BANCASSURANCE TI VIT NAM3.1 Tin trnh pht trin Bancassurance ti Vit Nam Trc nm 1975, theo mt s ti liu ghi chp li, min Nam nc ta c khong 50 Cng ty bo him ni a. iu cho thy th trng bo him y pht trin mc kh si ng. Cc ti liu ghi chp li cng cho thy c mi quan h cht ch gia cc ngn hng v cc cng ty bo him giai on . Nhiu ngn hngNhm Ti Chnh Doanh Nghip 11 Trang 28

Bancassurance lm i l cho cc cng ty bo him. Nhiu d n cho vay vn ln cc ngn hng yu cu phi c hp ng bo him i km. Cn min Bc, duy nht ch c mt doanh nghip nh nc hot ng trong lnh vc bo him, l Tng cng ty Bo him Vit Nam - Bo Vit. Do c ch by gi, gia ngn hng mt cp v hot ng ca Bo Vit cha c mi quan h g ng k. T gia thp nin 80, khi Vit Nam thc hin chnh sch kinh t th trng v hi nhp kinh t quc t. Lnh vc ti chnh cng tng bc c t do ho v m ca to iu kin cho cc hot ng ngy cng chuyn nghip hn. Di tc ng ca nhiu nhn t nu trn, hot ng Bancassurance Vit Nam manh nha xut hin, nh du bng vic mt s ngn hng thc hin khuyn mi cc sn phm bo him phi nhn th cho khch hng. Bancassurance xut hin nc ta c nh du bng s kin Cty TNHH Bo him quc t M (AIA Vit Nam) k hp ng hp tc vi Ngn hng Hng Cng Thng Hi (HSBC) vo thng 6/2001. K t nm ny hot ng ca m hnh bancassurance ti Vit Nam c nhng bc tin mi. Nm 2003 Ngy 5/6/2003 ti Tp.HCM, Cng ty TNHH Bo him Nhn th Manulife VN v Ngn hng TMCP ng k kt hp ng i l bo him. Theo tha thun, cc sn phm bo him ca Manulife s c bn thng qua mng li chi nhnh ca Ngn hng ng . Sau chng trnh hp tc cung cp dch v bo him nhn th qua ngn hng (Bancassurance thng 6/2003), Th lin kt ng - Manulife l chng trnh lin kt th hai gia hai n v. i ng nhn vin t vn chuyn nghip ca ngn hng s trc tip t vn cho cc khch hng c nhu cu tham gia bo him nhn th. Ngoi ra, khch hng cn c hng tin li trong vic ng ph bo him v phng thc hiu qu qun l ngun ti chnh v cc hp ng bo him ca mnh. c bit, Manulife VN hin c hn 200.000 khch hng v hn 6.000 i l chuyn nghip. Ngy 20/8/2003, Ngn hng Ngoi thng Vit Nam (Vietcombank) v Cng ty Bo him nhn th Prudential Vit Nam k hp ng Doanh nghip i l bo him nhn th v hp ng Dch v thanh ton ph bo him bng th Connect 24 ca Vietcombank. Theo hp ng, Prudential v Vietcombank s thc hin th im trcNhm Ti Chnh Doanh Nghip 11 Trang 29

Bancassurancetin m hnh phn phi, Vietcombank s l i l chnh thc phn phi cc sn phm bo him nhn th ca Prudential ti ngn hng. Trc mt, vic trin khai hot ng knh phn phi ny s c th im thc hin trn a bn H Ni ngay trong nm nay, sau s ng lot trin khai trn ton quc. Cc khch hng c nhn v doanh nghip ca Vietcombank c gii thiu v t vn cc sn phm bo him nhn th c th ca Prudential thng qua cc chng trnh gii thiu nhm hoc s c nhn vin ngn hng gii thiu, t vn trc tip ngay ti cc chi nhnh ca Vietcombank. Hp ng Dch v thanh ton ph bo him bng th Connect 24 cho php cc khch hng ca Vietcombank v Prudential khi tham gia bo him vi Prudential c th thanh ton ph bo him vi Prudential ngay ti cc my my rt tin t ng (ATM) ca Vietcombank t trn ton quc. Ngy 8/12/2003 Cng ty Bo him Nhn th Prudential Vit Nam v Ngn hng Ngoi thng (VCB) chnh thc khai trng hot ng kinh doanh bo him nhn th qua ngn hng. Cng vi vic k kt hp ng dch v thanh ton ph bo him bng th Connect 24 vo thng 8/2003 va qua, vic Prudential v VCB m quy giao dch bo him nhn th qua ngn hng s gip khch hng tit kim thi gian do ch phi giao dch mt ni duy nht cho c dch v ngn hng v bo him. Khch hng khi n giao dch vi VCB cng ng thi c th giao dch vi Prudential thng qua cc nhn vin ca VCB ti cc quy giao dch bo him. Mi th tc giao dch bo him nh lp h s yu cu bo him, ng ph bo him cng s c thc hin ngay ti quy t vn bo him cc im giao dch ca VCB. Nm 2004 Theo tho thun hp tc ton din c k kt (14/1/2004), Bo Vit nhn th s cng Ngn hng Nng nghip v Pht trin nng thn Vit Nam (Agribank) t vn cho khch hng v cc dch v bo him nhn th. Agribank cng s cung cp cho Bo Vit nhn th cc dch v v qun l ti khon tin gi ca Bo Vit nhn th trong c nc, cc dch v thanh ton (ng ph bo him, thanh ton tin bo him cho khch hng, rt tin t ng qua my ATM...). y l tho thun chnh thc v hp tc ton din gia 2 nh ngn hng v bo him ln nht Vit Nam hin nay.


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BancassuranceNy 6/5/2004, Ngn hng ng v Cng ty Bo him Nhn th Manulife Vit Nam s hp tc pht hnh Th lin kt ng - Manulife, dnh ring cho khch hng ca Manulife Vit Nam. Khch hng ng k s dng th s khng phi tr ph thng nin trong 2 nm. y l ni dung chnh ca hp ng hp tc d kin c k kt gia Ngn hng ng v Cng ty Manulife Vit Nam vo ngy 6/5/2004 v chnh thc trin khai cng ngy. Theo , Manulife Vit Nam s gii thiu v bn dch v ny cho cc khch hng do Cng ty la chn. Cc khch hng c la chn c th ng k s dng min ph mt chic Th lin kt ng - Manulife vi nhiu tin ch trong vic thanh ton ph bo him v c nhiu u i hp dn khc. C th, khch hng ng k s dng th c min ph m th, khng phi tr ph thng nin trong 2 nm (tng cng 100.000 ng), khng cn k qu vo ti khon v c min ph khi thanh ton ph bo him ti my ATM, ti quy giao dch ca Ngn hng ng hoc ng k thanh ton ph bo him t ng (Ngn hng t ng trch ti khon ca khch hng khi n k ng ph bo him). Khch hng c th s dng Th lin kt ng - Manulife nh mt chic th a nng ca Ngn hng ng pht hnh rt tin mt, gi tin vo ti khon, kim tra s d ti khon, chuyn khon, thanh ton mua hng ti cc im chp nhn hoc ti my ATM. Ngoi ra, khch hng (ch th) c th hng chng trnh u i gim gi ti hn 20 im cung cp dch v v hng tiu dng. Nm 2005 Ngn hng u t v pht trin Vit Nam (BIDV) v Cng ty bo him quc t M (AIAV) ngy 27/6/2005 k hp ng hp tc ton din trong kinh doanh v u t. Theo hp ng c k kt, AIAV s bn bo him qua h thng ca BIDV trn ton quc. Mng li ca BIDV hin bao gm 3 s giao dch, hn 200 chi nhnh cp 1, cp 2, phng giao dch v 141 qu tit kim. AIAV cng s thc hin cc hot ng u t cng vi BIDV. Phm vi ca cc hot ng u t d kin s bao gm cc dch v t mua h chng khon, mua v bn li chng khon cho n vic BIDV xem xt cp hn mc tn dng cho AIAV. BIDV cng s cung cp dch v ngn hng trn gi cho AIAV. Cc nhn vin v khch hng v vn phng ca AIAV s c s dng tt c cc dch v sn c ca BIDV bao gm c dch v thu ph, chuyn tin v ATM. Trong qu trnh i mi nn kinh t t nc vi xu hng m ca thu ht u t nc ngoi, cng vi s tri dy mnh m ca nhiu loi hnh cng nghip v dchNhm Ti Chnh Doanh Nghip 11 Trang 31

Bancassurancev sau khi c ni lng chic o c ch, ngnh bo him Vit Nam cng gp vo nhng ting ni ring cho mnh. in hnh l nhiu loi hnh bo him vi s a dng, phong ph ra i. Song, thc t cng cho thy th trng bo him c s pht trin mun hn so vi th trng dch v ngn hng cng nh i mi hot ng ngn hng. Do , mi lng duyn gia ngnh bo him v ngn hng Vit Nam lc by gi vn cn l mt n s, bi v a phn cha c mt sn phm Bancassurance no c gii thiu trn th trng Vit Nam. Nm 2006 Sng ngy 1/8/2006 ti H Ni, hai sn phm Bancassurance u tin, hai a con u ca mi lng duyn gia ngnh ngn hng v bo him Vit Nam ra i, nh du mt bc pht trin mi ca hot ng Bancassurance Vit Nam. Hai ch th chnh trong hot ng Bancassurance ln ny l Ngn hng K thng Vit Nam (Techcombank) v Bo Vit Nhn Th vi mt tho thun hp tc v vic phn phi cc sn phm bo him nhn th qua ngn hng. Kt qu ca tha thun ny l cho ra i hai sn phm lin kt Bancassurance u tin ti Vit Nam l Ti khon tit kim gio dc v Bo him tn dng cho Nh mi v t xn. "Ti khon tit kim gio dc" l mt hnh thc ti khon tit kim nh k di hn bng VND hng ti mc tiu tch lu trang tri chi ph gio dc o to cho tr trong tng lai. Khch hng khi tham gia chng trnh Tit kim gio dc ca Techcombank s c bo him min ph theo sn phm An tm tit kim ca Bo Vit Nhn Th. Ngi tr ph bo him cho khch hng l Techcombank. Ngi c bo him (Ch ti khon/s tit kim) l ngi c tui t 18 n 55. Tui c bo him ti a l 65 tui. Thi hn bo him trng vi thi hn ca ti khon tit kim (t 1 n 10 nm). Tham gia chng trnh Tit kim ca Techcombank, khch hng s c hng nhiu li ch c bit nh: np tin trc hn hng li sut bng 100% li sut quy nh ca ti khon; c hng ch bo him ca Bo Vit Nhn Th, nhn s tin bi thng bo him, tin bo him c bi han t Bo Vt Nhn Th;...Trong trng hp khch hng tham gia chng trnh tit kim gio dc b t vong hoc thng tt ton b vnh vin, Bo Vit s tip tc ng ng s tin tit kim cho n khi o hn. S tin o hn (tin tit kim) s c tr cho ngi hng quyn li ca khch hng. Mc chi tr ti a ca Bo him ln n 500.000.000 ng.Nhm Ti Chnh Doanh Nghip 11 Trang 32

Bancassurance Sn phm Bancassurance "Tn dng nh mi, t xn" ca Techcombank gn vi loi hnh An tm bo tn ca BVNT s mang n cho khch hng cm gic yn tm, thanh thn, m bo c trch nhim tr khon n tn ng trong trng hp gp ri ro. Khch hng s nhn c nhiu tin dng t khon vay mua nh, t ca mnh v bo him cho khon vay c kt hp vo mt sn phm do Techcombank cung cp. Tui bt u tham gia bo him (tnh theo nm sinh) l t 18 n 55 tui nhng khng qu 65 tui khi o hn hp ng tn dng. Thi hn bo him trng vi thi hn ca khon vay (t 1 n 10 nm). Khch hng ch phi np ph bo him duy nht mt ln khi vay vn. Phm vi bo him cho khch hng bao gm cc trng hp t vong, thng tt ton b vnh vin. Khi pht sinh quyn li bo him, Bo Vit Nhn th s thay khch hng tr d n khon vay (bao gm n tn ng cng li lu k) ca khch hng cho Techcombank. K t 2006 n nay, quan h hp tc gia ngn hng vi cng ty bo him khng ngng c pht trin v s cnh tranh trin khai knh Bancassurance gia cc cng ty bo him trong vic t cc mi quan h vi cc ngn hng thng mi c phn ngy cng r nt. Chng hn nh: Cng trong nm 2006, AIA Vit Nam tip tc phi hp vi cc ngn hng u t - Pht trin (BIDV), Cng thng (Incombank), Quc t (VIB Bank) a ra sn phm An nghip bo tn. Theo , khch hng n nhng ngn hng c quan h hp tc vi AIA vay tin c th mua sn phm An nghip bo tn bo m cho khon vay ca mnh. Nu c ri ro, AIA Vit Nam s thanh ton cho ngn hng s d cn li ca khon vay. Ngoi ra, khi s dng bancassurance, khch hng cn c tip cn vi dch v ton din, chi ph thp. V d, mt khch hng 35 tui mun vay 150 triu ng t mt ngn hng c quan h vi AIA Vit Nam, c th bo m khon vay bng cch mua sn phm An nghip bo tn, vi mc ph hng nm l 583.000, tng ng vi 1.600/ngy. Ngy 16/11/2006 Sacombank v Prvoir cng cho ra i sn phm bo him Phc an tn. Theo , khch hng vay vn mua nh, t, sa cha nh ti Sacombank s c m bo trch nhim tr n tn ng trong trng hp gp ri ro (t vong hoc thng tt ton b vnh vin) thng qua hp ng bo him phc an tn k vi Sacombank. Thi hn bo him s bng thi hn vay. Khi xy ra s kin cn boNhm Ti Chnh Doanh Nghip 11 Trang 33

Bancassurancehim, Prvoir s thay mt khch hng thanh ton khon n tn dng cn li cho Sacombank vi mc chi tr bi thng 800 triu ng Nm 2007 Ngy 18/06/2007, ti Tr S chnh Bo Vit Nhn th, s 1 o Duy Anh, H Ni, Bo Vit Nhn th chnh thc cng b ra mt sn phm bo him nhm An Nghip thnh cng. Sn phm mi ny l s kt hp gia sn phm bo him An nghip Thnh cng ca Bo Vit Nhn th v sn phm Tit kim Nhn vn ca SCB. Tt c cc khch hng khi tham gia gi Tit kim Nhn vn s c SCB mua tng bo him An nghip Thnh cng ca Bo Vit Nhn th. Trn th trng bo him nhn th Vit Nam. y l sn phm bo him nhm dnh cho tt c cc t chc kinh t, gio dc, x hi v c bit l hng ti cc doanh nghip ang hot ng kinh doanh ti Vit Nam. Sn phm mi An Nghip thnh cng l sn phm bo him nhm th 2 ca Bo Vit Nhn th k tha nhng tnh nng u vit ca sn phm th nht m rng phm vi bo him, quyn li bo him nh: bin tui ca nhm ngi c bo him c m rng thnh 05 65 tui (phm vi c l t 18-65 tui); ngi c bo him s c chi tr quyn li trong mi trng hp t vong v cc thng tt khc trong thi hn bo him. Doanh nghip, t chc chc tham gia mua sn phm An Nghip thnh cng c quyn c la chn hnh thc ng ph ph hp, vi mc ph bo him c th ni l hp l v rt cnh tranh trong khi quyn li bo him c ti a ho. Bn cnh , khi kt thc hp ng, Bo Vit Nhn th s trao tng mt khon tin thng nu doanh nghip hoc t chc quyt nh ti tc hp ng trong nm tip theo. S tin thng ny s ph thuc vo s ph bo him m t chc hoc doanh nghip ng trn hp ng. Sn phm tin gi Tit kim Nhn vn L sn phm c o v mang tnh nhn vn cao ca SCB, Khch hng tham gia gi tin c hng nhiu u i v li sut theo bc thang s d tin gi v c nhn nhiu hnh thc qu tng c gi tr hp dn khc nhau.


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BancassuranceLi ch ni bt Khch hng c hng li sut bc thang theo s d tin gi. c tng tin mt khi gi mi nhn cc ngy l, s kin ln hng nm. Tng chuyn du lch ngh dng cho Khch hng hng nm. Li sut tng tng thm theo k hn gi dnh cho Khch hng t 50 tui tr ln. c tng hp ng bo him nhn th (bo him t vong v thng tt do tai nn). S tin bo him c nhn bng 50% tng s tin Khch hng gi. c tnh sn phm

i tng: Khch hng c nhn. K hn gi: T 12 thng n 60 thng. Loi tin gi: VND v USD. S tin gi ti thiu: 10,000,000 ng hoc 700 USD. Li sut: Theo Biu li sut sn phm tin gi Tit kim Nhn vn m SCB cng b ti thi im gi. Cch thc tr li: Lnh li hng thng v lnh li cui k. Rt tin: Khch hng khng c rt vn trc hn. Nm 2008 T ngy 18/6/2008, Cng ty Bo him Ngn hng u t v Pht trin Vit Nam

(BIC) s trin khai bn sn phm bo him qua knh Bancassurance ti gn 500 im giao dch ca BIDV trn ton quc. Bn sn phm bo him m BIC chun b phn phi qua h thng ngn hng BIDV bao gm: bo him t, bo him xe my, bo him tai nn con ngi 24/24 v bo him nh t nhn. Sacombank tip tc lin kt vi cng ty TNHH Bo him Nhn th Prvoir Vit Nam cho ra i sn phm Bo an Pht Lc v Bo an Tch ly. Sn phm Bo an Pht Lc c hiu l sn phm tin gi gn kt bo him ri ro ton din cho khch hng tit kim tin gi trong Hp ng phn phi sn phm gia cng ty TNHH Bo him Nhn th Prvoir Vit Nam v Ngn hng TMCP Si Gn Thng Tn. i tng khch hng l c nhn c tui t 18-60, iu kin gi tin tit kim theo Quy ch v Tin gi tit kim. Lai hnh tin gi tit kim c k hn lnh li cui k. Bao gm cc k hn: 6, 9, 12, 18, 24, 36 thng. Loi hnh bo him: Nhn thNhm Ti Chnh Doanh Nghip 11 Trang 35

Bancassurancet k. Sn phm Bo an Tch lu nh k c hiu l sn phm tin gi gn kt bo him cho khch hng tit kim tch lu V tng lai trong Hp ng phn phi sn phm gia cng ty TNHH Bo him Nhn th Prvoir Vit Nam v Ngn hng TMCP Si Gn Thng Tn. i tng khch hng l c nhn c tui t 18-60, iu kin gi tin tit kim theo Quy ch v Tin gi tit kim. Lai hnh tin gi: tit kim tch ly bao gm cc k hn: 1, 2, 3, 4, 5 nm. Loi hnh bo him: Nhn th t k. Nm 2009 Cui thng 4/2009, Sacombank cng bt tay Cng ty BHNT Prvoir Vit Nam trin khai sn phm tit kim Bo an - vn ton. Sn phm ny dnh cho i tng khch hng c nhn 18 - 59 tui tham gia gi tit kim t 10 triu ng hoc 1.000 USD tr ln. Theo , khch hng c quyn la chn hp ng BHNT theo mt trong hai hnh thc: c cng ty bo him tr 50% s tin gi nu gp ri ro, hoc c tr 100% vin ph trong trng hp phi nhp vin. Gi tr bo him ti a cho mi khch hng l 800 triu ng. Thi hn bo him chnh l k hn gi tin ca khch hng v tui ti a c bo him l 60 tui. im ng ch ca sn phm tit kim Bo an - vn ton so vi cc sn phm bo him thng thng l nu c nhu cu vn t xut, khch hng c th rt trc hn, th chp hoc cm c th tit kim ti Sacombank vay vn. Trc , Sacombank trin khai hai sn phm bo him lin kt chung l Bo an - Pht lc v Bo an - Tch ly nh k. Ngy 5/5/2009, Baoviet Bank v Tng cng ty Bo Vit nhn th tung ra th trng 2 sn phm bo him lin kt chung: Tch trng ph v Tn ti nghip. Sn phm Tch trng ph p ng ng thi nhu cu tit kim v c BHNT vi mc trch nhim ln n mt t ng. Nu Tch trng ph dnh cho ngi gi tin th Tn ti nghip dnh cho ngi i vay nhm m bo s an tm cho c ngi vay v ngi cho vay. C nhn vay vn tn chp s c tham gia BHNT tng ng vi gi tr khon vay. Trong trng hp khng may ri ro xy ra trong phm vi bo him, khch hng v ngi thn trong gia nh s khng phi i mt vi gnh nng thanh ton n gc v tin li ca khon vay.


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BancassuranceVo ngy 22/7/2009 Sacombank tip tc lin kt vi Cng ty bo him nhn th Prudential Vit Nam cho ra sn phm Ph An Tn. Sn phm ny l sn phm kt hp gia hnh thc cho vay ca Sacombank vi hnh thc Bo him t k gia hn hng nm ca Prudential Vit Nam nhm bo v quyn li cho khch hng vay ti Sacombank. Ngy 9/9, HDBank chnh thc k hp tc vi ACE Life. Theo , ACE Life s l khch hng chin lc ca HDBank trong hp tc tn dng, cung cp sn phm, dch v ngn hng, thc hin cc hot ng u t v cng pht trin, phn phi cc sn phm bo him ti HDBank. HDBank v ACE Life s cng nghin cu, pht trin cc sn phm bo him thng qua knh ngn hng gii thiu n khch hng. Chin lc ca vic hp tc ny l s tp trung xy dng hnh nh ca HDBank thnh mt im n duy nht cho tt c nhu cu bo him, ti chnh. Ngc li, ACE Life s c u tin s dng cc sn phm, dch v ngn hng ca HDBank vi mc ph u i; HDBank s cung cp cho ACE Life hn mc tn dng vo tng thi im h tr vn lu ng cho ACE Life Ngy 17/11/2009, AIA Vit Nam v VietBank cng chnh thc k kt tha thun hp tc nhm cung cp v qun l cc sn phm bo him nhn th cho cc c nhn l khch hng ca VietBank. Hai bn s cng hp tc phn phi cc sn phm bo him nhn th, bao gm cc dng sn phm bo him trn i linh hot, bo him bnh him ngho c hon ph, bo him tai nn c nhn dnh cho ngi i xe gn my, ti cc c nhn l khch hng hin ti v tim nng ca VietBank. AIA Vit Nam cng s trin khai m hnh chuyn vin t vn ti chnh ti cc chi nhnh v vn phng ca VietBank tip th, t vn, bn sn phm bo him v thanh ton cho VietBank. Ngy 26/11/2009, ti H Ni, ngn hng VPBank v Cng ty Bo him nhn th Prudential Vit Nam k tho thun hp tc, chnh thc gii thiu sn phm bo him qua ngn hng Bancassurance. Theo tha thun hp tc ny, VPBank s tr thnh i l chnh thc ca Prudential Vit Nam thc hin vic phn phi gi sn phm bo him qua ngn hng Bancassurance ti ngi tiu dng. Trong giai on u, VPBank s trin khai hp tc t vn, phn phi 1 s sn phm bo him nhn th ca Prudential thng qua 1 s chi nhnh v PGD c la chn ca VPBank ti a bn TP. H Ni v TPHCM. Trc VPBank, Prudential k kt hp tc vi 5 ngn hng l Standard Chartered Bank, Agribank, Vietcombank, Sacombank v ABBank. Thng qua d nNhm Ti Chnh Doanh Nghip 11 Trang 37

Bancassuranceny, VPBank v Prudential Vit Nam s phc v khch hng tt hn vi gi sn phm ti chnh mi. Khch hng bo him ca Prudential gi y c c th tit kim c ng k thi gian thanh ton ph bo him. Cn khch hng VPBank s c chuyn gia t vn bo him ca chnh VPBank t vn s dng mt dch v ti chnh tng th, tin ch bao gm cc sn phm bo him c ngn hng xem xt v nh gi trc khi gii thiu n khch hng. Hn na, khi c nhu cu khch hng s c tip cn ngun thng tin v cc sn phm bo him mt cch thun tin cng nh d dng np ph bo him t ti khon tin gi thanh ton c nhn ti VPBank. Sacombank cng bt tay vi PVN kt hp gia nhm sn phm bo him nhn th ca PVN vi nhm sn phm cho vay tiu dng ca Sacombank. C th, trong cc sn phm lin kt, Sacombank s tng chi ph bo him nhn th thng qua PVN i vi cc khon vay tiu dng ti Sacombank ca khch hng trong tui t 18-60 tui. Trong thi gian hiu lc ca hp ng bo him, nu khch hng vay tiu dng gp ri ro (t vong hoc b thng tt ton b v vnh vin), PVN s chi tr s d n cn li cho Ngn hng (khon tin vay cn li khng bao gm li vay) ti thi im xy ra s c. Ngoi ra, Sacombank v Citibank cn hp tc trin khai dch v thanh ton ph bo him ca PVN. Trn thc t, ti cc ngn hng nc ngoi, hnh thc bn cho sn phm ny c hnh thnh t rt lu. Vit Nam, Standard Chartered Bank - SCB v PVN cng hp tc trin khai sn phm bo him qua ngn hng vo u nm nay. Theo tha thun hp tc, SCB tr thnh i l chnh thc ca PVN thc hin phn phi gi sn phm bo him qua ngn hng ti ngi tiu dng. Theo , khch hng ca SCB mun tham gia bo him ca PVN c hng cc tin ch nh: tit kim thi gian thanh ton ph bo him, ng thi c chuyn gia t vn bo him ca PVN hng dn ngay ti cc chi nhnh SCB. Cng t nm 2009, Prudential Vit Nam coi hp tc kinh doanh vi ngn hng l mt chin lc pht trin ca Cng ty. Hin ti, Prudential ch trin khai m hnh bo him qua knh ngn hng (bancassurance) ti TP. HCM v H Ni thng qua chi nhnh cc ngn hng i tc. Hin nay Prudential ang hp tc vi 4 ngn hng, ABBank, Standard Chartered, Agribank v Vietcombank phn phi cc sn phm bo him bn l thng qua chi nhnh ngn hng. Prudential cng hp tc vi Ngn hngNhm Ti Chnh Doanh Nghip 11 Trang 38

BancassuranceSacombank cung cp sn phm bo him t k. Hin ti, Prudential vn ang tip tc lm vic vi nhiu ngn hng i tc tim nng c nhng hp tc mi. Nm 2010 Ngy 15/10 va qua cng ty bo him nhn th Prudential Vit Nam chnh thc gii thiu ra th trng sn phm bo him mi Ph - Bo Nghip. y l sn phm bo him nhm c thit k c bit dnh cho cc t chc, doanh nghip mua cho nhn vin ca mnh.Vi tiu ch Chinh phc nim tin, gn kt lu di, Ph Bo Nghip l gii php u vit gip ngi s dng lao ng tng cng phc li cho nhn vin, duy tr s n nh v pht trin ngun nhn lc. Sn phm bo him ny ra i p ng c nhu cu ca th trng nhn s trong vic bo v ti sn quan trng nht ca doanh nghip: con ngi. Ph - Bo Nghip khng ch to iu kin cho bn thn nhn vin c bo v m cn gip h hon thnh tt ngha v chm sc, bo v nhng ngi thn trong gia nh; t to ra ng lc gn b vi cng vic. Sn phm ny p ng c nguyn vng t c hai pha l ngi lao ng v ngi s dng lao ng: bo v ton din, nh bt gnh nng ti chnh cho bn thn ngi lao ng v gia nh; ng thi to dng hnh nh tt v t chc v doanh nghip, trnh c nhng ri ro v khng hong nhn s. Ngoi ra, c th k n mt s hp ng hp tc ln gia cc cng ty bo him v cc ngn hng thng mi nh: Bo Vit vi HSBC VN, Ngn hng Nng nghip VN v Techcombank, VIB, HD Bank v Habubank; Prudential vi Ngn hng An Bnh, Standard Chartered, Agribank, Sacombank, Vietcombank, VP Bank v Ngn hng Qun i (MB); Prvoir Vit Nam vi Sacombank, ACB, ANZ, Eximbank, Habubank, An Binh Bank, VIB Bank Trong quan h hp tc ny, ngn hng c th phi hp bn cc sn phm nhn th v phi nhn th ca cc cng ty bo him khi khch hng vay tin ti ngn hng mua ti sn v khch hng phi mua bo him cho chnh ti sn . Tm li, nhn s lc s pht trin ca Bancassurance qua cc nm, ta thy c rng ngy cng c nhiu ngn hng v cng ty bo him bt u manh nha tham gia lnh vc ny v t c mt s thnh cng nht nh, iu chng t rng th trng Vit Nam s rt c nhiu c hi, nhiu trin vng trong hot ng Bancassurance. Nhng bn cnh cn tn ti mt s hn ch l ch c mt s t ngn hng ln v cngNhm Ti Chnh Doanh Nghip 11 Trang 39

Bancassurancety bo him ln tham gia, hnh thc ch yu ch l hai bn tha thun to ra nhng sn phm kt hp, hay ch yu l cc cng ty bo him gia tng cc dch v qua ngn hng m thi 3.2 c im ca sn phm Bancassurance Vit Nam. Th nht, cc sn phm ca hot ng Bancassurance Vit Nam hin nay thng mang c im ca cc bo him nhn th, loi sn phm bo him mang yu t tch ly ti chnh, sn phm di hn, thun li hn cho vic bn hng lot. Sn phm bo him nhn th gii thiu qua ngn hng c th l nhng sn phm truyn thng hoc l nhng sn phm hon ton c trng cho lnh vc bo him nhn th qua ngn hng v d nh bo him nhn th cho vay th chp - tn chp, bo him nhn th cho ngi gi tin, sn phm Tit kim nh k v tng lai ca Techcombank. Tuy nhin, phn trm doanh thu ph bo him t bo him nhn th trong hot ng Bancassurance Vit Nam dng nh cn rt khim tn so vi kt qu ca th gii. Nu so snh vi con s khong 66.67% ca Ty Ban Nha, th con s vi phn trm Vit Nam ch th hin c s non tr. Th hai, cc sn phm bo him phi nhn th trong hot ng Bancassurance Vit Nam c s pht trin kh c bit, ngc vi xu hng ca th gii. Trong khi doanh thu ph bo him trong hot ng Bancassurance trn th gii ch yu n t cc sn phm bo him nhn th, th Vit Nam, doanh nghip bo him phi nhn th li c c kt qu doanh thu ph bo him t Bancassurance n tng hn nhiu so vi cc doanh nghip bo him nhn th. c doanh nghip bo him phi nhn th, doanh thu ph bo him c c t knh phn phi ny chim t trng qu bn trong tng doanh thu ph bo him, thm ch tuyt i ln (trn 80%) i vi mt s loi sn phm bo him phi nhn th nh bo him xe c gii. Th ba, hot ng Bancassurance Vit Nam dng nh vn cn trong tnh trng s khai, thm d. Cc ngn hng ch yu vn ch ng vai tr lm i l bn sn phm cho cc cng ty bo him, ch cha c c nhng hng i ch ng mnh m. nhiu ngn hng, hp tc n thun l vic ngn hng cho cng ty bo him mn ch bn sn phm. Doanh thu ph t hp ng mi do knh bancassurance mang li trong nm 2008 ch chim cha y 1% tng doanh thu ph t hp ng mi ton ngnh bo him, trong khi ti Singapore con s ny xp x 20%; Hng Kng gn 30%;Nhm Ti Chnh Doanh Nghip 11 Trang 40

BancassuranceMalaysia v Trung Quc l gn 10% (theo tng hp ca PVN). nh gi mt cch khch quan th trong thi gian qua, vic hp tc gia ngn hng v cng ty bo him Vit Nam cn rt nhiu hn ch, cha tng xng vi tim nng ca hai bn. Th t, Bancassurance Vit Nam ang pht trin mt h thng marketing thn thin vi xu hng xc tin v m rng vic cung cp nhiu loi hng ho, dch v khc nhau cho cc i tng khch hng hin c. Bc i sng kin ny c th to thm mt tim lc pht trin cho hot ng Bancassurance Vit Nam trong tng lai. 3.2 Cc loi hnh hot ng ca Bancassurance Vit Nam 3.3.1 Ngn hng tham gia phn phi sn phm ca cng ty bo him M hnh ny l hnh thc ch yu ca hot ng Bancassurance Vit Nam. Trong , ngn hng s ng ra lm i l phn phi cc sn phm ca cng ty bo him. C th k ra mt vi th d ca m hnh ny nh: Ngn hng thng mi c phn (NHTMCP) K thng (Techcombank) lin kt vi Bo Vit cho ra sn phm Tch ly Bo gia, Tit kim Gio dc, Bo him Tn dng cho Nh mi v t xn. Ti khon Tch ly Bo gia l hnh thc ti khon tin gi VND c k hn, hng thng khch hng c th np mt s tin nht nh hng li v hng ti mc tiu tch ly di hn cho cuc sng m bo cho khch hng An tm tn hng cuc sng. Tham gia sn phm ny, ngoi vic c hng li sut tit kim u i, khch hng s c tng bo him theo sn phm An Tm Tit Kim ca Bo Vit Nhn th. S tin ti a m Bo Vit Nhn th cam kt ng thay cho khch hng ln n 500 triu ng. S tin tit kim s c tr cho ngi hng quyn li ca khch hng... V cng theo tha thun ny, Techcombank v Bo Vit Nhn Th s tip tc hp tc pht trin cc sn phm lin kt ngn hng - bo him (Bancassurance) nh dch v thanh ton th qua thit b chp nhn thanh ton th (POS); Techcombank h tr cc cng thanh ton in t v cc hnh thc thanh ton hin i cho hot ng ca Bo Vit Nhn th. Ngoi ra, Techcombank cng cung cp cc dch v Ngn hng khc cho Bo Vit nhn th nh: Dch v thu, chi tin mt ti ch, dch v thanh ton t ng v chi tr ph bo him, dch v qun l tin mt tp trung, dch v thanh ton t xa TeleBank, dch v lm th v tr lng qua ti khon cho cn b nhn vin Bo Vit Nhn Th v cc dch v ngn hng lin quan khc.Nhm Ti Chnh Doanh Nghip 11 Trang 41

BancassuranceK t khi trin khai (thng 8-2006), c gn 2.000 khch hng s dng sn phm Ti khon tit kim gio dc, vi tng s tin huy ng t loi hnh tit kim ny l hn 38 t ng. Cc khch hng tham gia chng trnh Tn dng nh mi, t xn cng tham gia bo him An tm bo tn vi hn 15 t d n tn dng. Hin nay, Techcombank v Bo Vit Nhn th ang phi hp xy dng sn phm Bo him an tm tiu dng, dnh cho nhng khch hng tham gia chng trnh Cho vay tiu dng tr gp. Vi sn phm ny, khon vay ca khch hng s c bo m. NHTMCP Chu (ACB) v Cng ty Prudential lin kt cho sn phm: Ph Bo Tn. Ph Bo Tn l sn phm bo him ca Prudential Vit Nam ch dnh cho khch hng vay tn dng trung v di hn ca ACB. Nhng khch hng ca ACB vay tn dng c thi hn trn 12 thng c th tham gia mua bo him Ph - Bo Tn. c im ca sn phm tn dng ny l nu ngi c bo him t vong hoc thng tt ton b v vnh vin, ngi th hng (do ngi mua ch nh) s nhn c bo him t Prudential. S tin c nhn t Cng ty bo him s tng ng vi s d n cn phi tr cho Ngn hng. Nh vy, khi tham gia Ph Bo Tn, khch hng s yn tm khi xy ra ri ro i vi bn thn, gia nh h vn c kh nng hon tr cc khon vay cho Ngn hng m khng phi mt ti sn th chp. Hay ni cch khc, khi khch hng mua bo him tn dng gp ri ro khng th tr c n Ngn hng th cng ty bo him s thanh ton h cho khch hng . Ring vi Prudential v ACB, trong vng 3 nm qua c trn 2800 hp ng bo him c bn ra vi gi tr trn 20 t ng. Ngoi ra, Ngn hng HSBC k kt hp ng vi Cng ty Bo him quc t M AIA tr thnh Ngn hng u tin ti Vit Nam cung cp bo him nhn th cho khch hng ca mnh. Ngn hng Ngoi thng Vit Nam (Vietcombank) cng tin hnh mt tha thun hp tc vi Cng ty AIA v Prudential v cung cp dch v ngn hng v bo him. Qua , Vietcombank l i l chnh thc ca cc cng ty bo him v thu ph v thanh ton bo him qua h thng ATM, h tr t vn bo him, cung cp dch v ngn hng v chng khon cho cng ty bo him. Nh vy, khch hng ca bo him ch cn giao dch trn mt ti khon chuyn thu ph bo him m ti Vietcombank m khng phi chu bt k chi ph no khc, trong khi vn c hng cc tin ch ca Ngn hng v thanh ton trc tuyn.Nhm Ti Chnh Doanh Nghip 11 Trang 42

BancassuranceNgn hng Nng nghip v Pht trin Nng thn (NHNo) cng k kt tho thun hp tc vi Bo Vit. Theo , NHNo cung cp dch v qun l, ti khon tin gi cho Bo Vit, ng ph bo him, thanh ton tin bo him, t vn bo him nhn th, gii thiu khch hng cho Bo Vit Ngc li, Bo Vit s cung cp cc sn phm bo him nhn th cho gn 3 vn nhn vin ca NHNo. u im: Ngn hng c nhiu ting ni v hot ng kim sot trong vic tnh ph v phn phi sn phm, ng thi, gp phn m rng v a dng ha danh mc sn phm v dch v ca ngn hng. Hn ch: Vic ng qun l c th khin cho cc chin lc ca cng ty c thnh lp mi khng t c s thng nht. Thiu ting ni chung c th nh hng ln n kt qu kinh doanh ca cng ty. Bn cnh , s ra i ca mt cng ty bo him mi cng i hi ngn hng gp vn mt cch thc qun l mi, hiu qu cng ty c th sng c gia nhng tc lc cnh tranh khng khoan nhng ca th trng. y chnh l mt bi ton hc ba m ngn hng cn phi gii quyt ngay t u khi chn hng hot ng Bancassurance ny. 3.3.2 Ngn hng u t gp vn thnh lp cng ty bo him mi y l m hnh m ngn hng gp vn cng vi cc t chc, cng ty v cc nh u t khc cng thnh lp mt cng ty kinh doanh bo him c lp. in hnh nh cng ty c phn Bo him Qun i (MIC). Bn cnh NHTMCP Qun i l c ng chnh, cc c ng sng lp ca MIC bao gm NHTMCP cc doanh nghip ngoi quc doanh (VP Bank), Cng ty c phn Ha du Qun i, Cng ty Xy dng 319, Tng cng ty xy dng Trng Sn, Cng ty c phn c Hong, Cng ty c phn Thanh Bnh H Ni Cui nm 2003, th trng Bancassurance bt u tng tc. Thng 10/2003, t b i tc c l Bo Vit, Ngn hng Cng thng Vit Nam bt tay vo mt cuc chi mi bng cch lin doanh vi Cng ty bo him Chu ca Singapore thnh lp Cng ty lin doanh TNHH bo him Chu - Ngn hng Cng thng (IAI). Cng ty ny c thi gian hot ng l 30 nm, tng s vn iu l l 6 triu USD, mi bn gp 50% vn.


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Bancassurance u im: Ngn hng c nhiu ting ni v hot ng kim sot trong vic tnh ph v phn phi sn phm, ng thi, gp phn m rng v a dng ha danh mc sn phm v dch v ca ngn hng.

Hn ch: Vic ng qun l c th khin cho cc chin lc ca cng ty cthnh lp mi khng t c s thng nht. Thiu ting ni chung c th nh hng ln n kt qu kinh doanh ca cng ty. Bn cnh , s ra i ca mt cng ty bo him mi cng i hi ngn hng gp vn mt cch thc qun l mi, hiu qu cng ty c th sng c gia nhng tc lc cnh tranh khng khoan nhng ca th trng. y chnh l mt bi ton hc ba m ngn hng cn phi gii quyt ngay t u khi chn hng hot ng Bancassurance ny. 3.3.3 M hnh tp on dch v ti chnh Hin nay, m hnh ny c Cng ty Bo him Ngn hng u t v Pht trin Vit Nam (BIC), tin thn l Cng ty lin doanh bo him Vit - c (l Cng ty lin doanh gia Ngn hng u t v Pht trin Vit Nam (BIDV) v Tp on Bo him quc t QBE ca c). Thng 1 nm 2006, BIDV chnh thc mua li phn vn gp ca QBE trong lin doanh v i tn thnh Cng ty Bo him Ngn hng u t v Pht trin Vit Nam (BIC). Nm 2008, vi chin lc m rng hot ng sang th trng cc nc ng Dng, BIC hp tc vi Ngn hng Lin doanh Lo - Vit (LVB) v Ngn hng Ngoi thng Lo (BCEL) thnh lp Cng ty Lin doanh Bo him Lo - Vit (LVI). Thng 9/2009, vi vic c giao qun l ton din Cng ty Bo him Cambodia - Vit Nam, BIC tr thnh cng ty bo him u tin ca Vit Nam c mng li hot ng trn c 3 nc ng Dng (Vit Nam - Lo - Campuchia). T ngy 01/10/2010, BIC chnh thc chuyn i t Cng ty 100% vn Nh nc sang Cng ty c phn vi tn gi mi l Tng Cng ty C phn Bo him Ngn hng u t v Pht trin Vit Nam. C hai hnh thc lin kt l: ngn hng trc tip bn cho v tch hp sn phm bo him v ngn hng bn theo gi sn phm. hnh thc th nht, hin BIC ang trin khai 4 sn phm qua h thng BIDV. Vi hnh thc tch hp, khi s dng mt s dch v ti ngn hng, khch hng ng thi c bo him v pha ngn hng s trch mt phn ph thu c t khch hng tr ph bo him cho khch hng.


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BancassuranceBt u trin khai t nm 2007 vi sn phm tch hp u tin BIC Bo an (lin kt vi sn phm huy ng vn). T nm 2008, BIC trin khai sn phm BIC Bnh an (Bo him ngi vay tn chp). Khi tham gia bo him BIC- Bnh An, khch hng s c BIC bo him cho tnh mng v sc khe ca mnh 24/24 gi trn phm vi lnh th Vit Nam. Khi xy ra ri ro thuc phm vi bo him, BIC s thay khch hng tr ton b s tin n khch hng cn thiu ngn hng ti thi im (khng bao gm khon vay tr chm hay li pht). T u nm 2009, BIC trin khai BIC Visa Gold (lin kt vi sn phm th tn dng quc t), l sn phm bo him kt hp gia th Visa Gold ca BIDV v sn phm bo him ch th tn dng ca BIC. Vi quyn li u vit, bo m cho tnh mng v sc khe khch hng 24/24 gi trn phm vi ton cu v mc chi tr ti a ln ti 50 triu ng, BIC- Visa Gold l mt s la chn thch hp cho cc i tng khch hng VIP ca th trng ti chnh. Tip n l BIC An sinh ton din (lin kt vi sn phm tit kim tch lu). y l sn phm bo him con ngi c tch hp sn phm huy ng tin gi tit kim ca BIDV trong chng trnh Tch ly Bo An (TLBA). Khi khch hng tham gia gi tin tch ly nh k ti BIDV s c tng bo him BIC- An sinh Ton din vi nhng quyn li u vit cho php khch hng hon ton yn tm v s tin mong c trong tng lai. Khi khch hng chng may gp ri ro tai nn khng lng trc c, BIC s thay mt ch ti khon tip tc gi tin theo cam kt trong sut thi gian cn li. Khng ch trong BHNT, lnh vc bo him phi nhn th cng xut hin nhiu sn phm lin kt chung. Nm 2008, BIC trin khai c 4 sn phm bn cho qua h thng 500 im giao dch ca BIDV trn ton quc l :

Bo him t l loi hnh bo him kt hp xe c gii, bao gm Bo him trch

nhim dn s bt buc ca Ch xe vi ngi th 3 (Bo him TNDS), Bo him tai nn ngi ngi trn xe v Bo him vt cht.

Bo him xe my bao gm Bo him trch nhim dn s bt buc ca ch xe i

vi ngi th ba v Bo him tai nn con ngi theo ch ngi trn xe. Khi c ri ro tai nn xy ra, BIC s bi thng cho ch xe nhng thit hi phi tr cho bn th ba v nhng thit hi do tai nn gy ra cho li xe v ngi ngi trn xe.


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Bancassurance

Bo him tai nn con ngi 24/24 l sn phm bo him tai nn con ngi

24/24 gi trn phm vi lnh th Vit Nam. Ngi c bo him s nhn bi thng trong cc trng hp xy ra ri ro tai nn thuc phm vi bo him.

Bo him nh t nhn l loi hnh bo him dnh cho ngi nh v cc ti sn

bn trong ngi nh ca bn. BIC s tr bi thng cho ngi tham gia bo him trong cc trng hp ri ro xy ra vi ngi nh v cc ti sn c lit k trong hp ng thuc phm vi bo him. Cng ty Bo him Ngn hng u t v Pht trin Vit Nam (BIC) cho bit, nm 2008 DN ny thu c trn 23 t ng doanh thu t knh phn phi bo him qua ngn hng. u im: M hnh ny to c s cng hng t nhng li th c sn ca ngn hng v cng ty bo him. Nh trong trng hp ca Cng ty Bo him Ngn hng u t v Pht trin Vit Nam, ngn hng m c sn mt h thng phn phi mnh m cng mt knh thng tin khch hng di do nay li c s hu thm uy tn v thng hiu ca tp on bo him. Nhng quan trng hn l ngn hng trong trng hp ny c th t ch hon ton trong vic khai thc th trng bo him, t vic tnh ph n cc chin lc xc tin cho sn phm. Mt ch mt tu c th tip thm ng lc cho ngn hng n lc t c mc tiu kinh doanh ng ngha vi vic c mt chin lc qun tr ri ro k lng hn. Hn ch: Bi v chi nhiu sn chi khc nhau, m hnh ny i hi tp on m mt kh nng qun l tht tt vi mt i ng nhn vin tht xut sc, khin cho chi ph qun l doanh nghip tng ln. M hnh ny cng s khng ph hp vi nhng ngn hng mong manh tim lc ti chnh, nh tu nh khng th no vn ra bin ln. 3.4 Thun li v kh khn khi p dng Bancassurance Vit Nam 3.4.1 Thun li Bn cnh s pht trin ca nn kinh t trong nc cng vi s pht trin vt bc ca th trng bo him trong khu vc v th gii th Th trng bo him Vit Nam rt a dng, thu ht nhiu doanh nghip t cc nc M, Chu u (nh Php, c), Chu v cc tp on mnh c tn tui trn th gii ang hot ng ti Vit Nam trn tt c cc lnh vc v nhn th v phi nhn th.Nhm Ti Chnh Doanh Nghip 11 Trang 46

BancassuranceThi gian qua, Vit Nam hnh thnh mt s quan h hp tc gia ngn hng vi cng ty bo him d dng s khai ca Bancassurance, nhng hp ng ny c th pht trin thnh quan h hp tc ton din trong phn phi sn phm gia ngn hng vi cng ty bo him: Chng hn nh hp ng hp tc gia HSBC VN v Bo Vit, Vietcombank vi Prudential, Bo Vit nhn th vi Ngn hng Nng nghip VN v Techcombank, Prudential vi cc ngn hng nh ACB, Vietcombank, cc ngn hng bn bo him cho Prudential, Ngn hng Thng mi C phn Qun i (MB) vi Cng ty C phn Bo him Vin ng (VASS) Trong quan h hp tc ny, ngn hng c th phi hp bn cc sn phm nhn th v phi nhn th ca cc cng ty bo him khi khch hng vay tin ti ngn hng mua ti sn v khch hng phi mua bo him cho chnh ti sn . Trng hp nh s k kt gia Ngn hng Thng mi c phn Si Gn (SCB) v Bo Vit Nhn th. Sn phm mi ny l s kt hp gia sn phm bo him An nghip Thnh cng ca Bo Vit Nhn th v sn phm Tit kim Nhn vn ca SCB. Tt c cc khch hng khi tham gia gi Tit kim Nhn vn s c SCB mua tng bo him An nghip Thnh cng ca Bo Vit Nhn th, vi sn phm mi ny em li li ch khi khch hng tham gia. Ti Vit Nam, Bancassurance cn kh mi m, nhng n li ha hn nhiu tim nng pht trin: Theo kho st ca tp on ti chnh Bo Vit, s lng ngn hng bn cc sn phm bo him trn th gii t mc rt cao nh M 50%; chu u t 70% n 90% Trong khi , th trng bo him Vit Nam l mt th trng cn nhiu tim nng vi tc tng trng kh cao do nhu cu cha c khai thc hiu qu, tin nhn ri trong dn c cn rt ln. Thm vo , ngi VN c truyn thng lo xa, tit kim, hy sinh v con chu nn kh nng pht trin Bancassurance ti VN l rt ln. Trong my nm va qua th hot ng hp tc gia bo him v ngn hng bc u hnh thnh v ang dn dn pht trin, hot ng ny v ang mang li li ch cho nhiu doanh nghip bo him, ngn hng v ngi tham gia bo him: Khch hng s c hng li t vic tip cn cc dch v ti chnh trn gi vi chi ph thp v thun tin, c nhiu c hi la chn nhiu sn phm dch v hn t pha ngn hng. C nhn vay vn s c tham gia bo him tng ng vi gi tr khon vay. Trng hp khng may xy ra ri ro trong phm vi bo him, khch hng v ngi thn trong gia nh s khng phi lo vic thanh ton n gc v tin li ca khon vay.Nhm Ti Chnh Doanh Nghip 11 Trang 47

BancassuranceCn cc ngn hng c thm trong danh mc mt sn phm mi m khng mt cng nghin cu, xy dng. ng thi ngn hng cn c thm khch hng, hoa hng t khon thu ph bo him, cng nh m bo kh nng thu hi vn, k c trong tnh hung xu nht. i vi cng ty bo him, bancassurance l knh phn phi gip m rng th phn, thng qua nhng khch hng c sn ca cc ngn hng lin kt, gip gim chi ph bn hng, gia tng doanh s Vi nhng c th ring ca knh phn phi ny, vic xy dng c ch qun l ring nhm qun l c hiu qu, hn na n gp phn thc y pht trin ca knh phn phi ny Vit Nam. Cc ngn hng thng mi Vit Nam c mng li chi nhnh rt rng, rt thun li trong vic h tr khch hng d dng trong vic ng ph bo him, h tr cc cng ty bo him phn phi sn phm khp mi min t nc. Cc ngn hng c c hi bn cho sn phm. Ngoi vic gip tng ngun vn huy ng t hot ng bn him, Bancassurance cn gp phn gip ngn hng tng kh nng duy tr khch hng v thu ht thm nhiu khch hng mi s dng cc dch v ngn hng. Song song vi cung cp dch v bo him, khch hng c th s dng cc dch v sn c ca ngn hng nh m ti khon thanh ton chuyn khon, s sng th ATM, th tn dng... 3.4.2 Kh khn 3.4.2.1 Xung t gia knh truyn thng v knh phn phi qua ngn hng i vi cc cng ty bo him, hin cng ang phi i mt vi nhng kh khn nh cha gii quyt c cc mu thun gia knh bn hng ny vi nhng knh bn hng c, chng hn nh knh bn hng trc tip qua i l. S pht trin ca knh Bancassurance lm gim mt s lng ln khch hng tham gia bo him qua knh phn phi truyn thng, iu ny lm gim doanh thu ca cc cng ty Bo him ny trong khi chi ph th li tng ln. Khng nhng th vic cc doanh nghip bo him lin tip c nhng ci "bt tay" hp tc vi ngy cng nhiu ngn hng bn sn phm bo him cng khin nhng doanh nghip bo him cha trin khai m hnh ny kh "st rut" v lo lng. Bn cnh , cc doanh nghip bo him nhn th mi hot ng cNhm Ti Chnh Doanh Nghip 11 Trang 48

Bancassurancev gp kh khn trong vic chn i tc ngn hng lin kt, bi v nhng ngn hng ln v uy tn th lin kt vi nhiu i tc bo him. D vic hp tc bn bo him vi cc ngn hng khng c chuyn k kt c quyn vi doanh nghip bo him, nhng v th ca ngi n sau cng to cho cc doanh nghip mi c nhng ci kh v bn khon nht nh. 3.4.2.2 Mu thun trong vic s dng nhn vin ngn hng hoc nhn vin bo him Mt vn khc pht sinh ng lu tm v quan ngi: liu i ng cc nhn vin ngn hng c nng lc kim nhim thm mt lnh vc mi l bo him - lnh vc i hi s chuyn mn v trnh qun l cao? Liu cc nhn vin ngn hng c tn tnh vi khch hng trong lnh vc mi ny hay khng? Trn thc t, sau khi lin kt, nhn vin Ngn hng s bn bo him theo phng thc kim nhim v khi bn sn phm qua knh ngn hng khng phi nhn vin no cng tn tnh v chuyn nghip trong vic t vn cc sn phm bo him ca doanh nghip n khch hng nh cc nhn vin ca i l thuc doanh nghip. Cha k bn thn cn b ngn hng khng c thi gian v nghip v gii thch nhng tin ch ca sn phm cho khch hng (mc d trc khi trin khai vic hp tc lin kt c pha cng ty bo him tp hun). Do vy, vic hp tc gia mt s ngn hng v cng ty bo him ti Vit Nam hin nay mi dng li ch ngn hng cho cng ty bo him mn mt bng bn sn phm. V d nh, i vi ngn hng VCB, tnh hnh bn hng ca Prudential khng kh quan lm, v hin ti Prudential cha c thit lp i ng Chuyn vin t vn ti VCB m l cc nhn vin VCB thc hin lun vic t vn bo him cho khch hng. Ngoi ra, tha thun bn hng qua knh ny c lnh o ngn hng thng qua, nhng thc t khng c mt ch ti no rng buc nhng nhn vin ngn hng phi t vn c bao nhiu sn phm bo him. Ngn hng khng c ch ti, doanh nghip bo him th khng c quyn can thip nn d dn n tnh trng "cha chung khng ai khc". 3.4.2.3C s trng lp gia sn phm ngn hng v sn phm bo him Cu hi t ra l liu ngn hng c b xung t li ch khi bn cc sn phm bo him? Nht l khi nhiu sn phm bo him cng mang tnh tit kim, u t ging nh cc sn phm ti cc ngn hng.


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BancassuranceThc t cho thy, Bancassurance nc ta ch yu l bn cc sn phm bo him nhn th qua ngn hng. Hin nay, trn 90% doanh thu ph bo him nhn th ca th trng Vit Nam l t cc sn phm tit kim. M bo him nhn th va mang tnh cht tit kim va mang tnh cht phng nga ri ro. C ngha l cc doanh nghip bo him ngoi vic tr tin khi ngi c bo him (tin gc) v bo tc cho ngi c bo him khi ht hn hp ng. Bo tc cng cao th thu ht ngi bo him tham gia ngy cng nhiu. iu ny buc cc doanh nghip bo him nhn th mun u t sao cho m bo an ton v sinh li cao th tt yu phi bc sang lnh vc kinh doanh ngn hng - tn dng. Nhng sn phm bo him ny c hnh thc tng t vi mt s sn phm ca ngn hng (tit kim tch ly, tit kim nh k). iu ny to ra s cnh tranh trc tip i vi tit kim ngn hng. y cng l mt trong nhng l do khin ngn hng khng my mn m trong vic bn sn phm bo him. V vy, nu khng xy dng c phng n hp tc hiu qu gia ngn hng v cng ty bo him c th ngn hng s phi chu p lc cnh tranh ginh khch hng vi cc cng ty bo him l i tc ca ngn hng. 3.4.2.4 Kh khn khc Trong hai hnh thc bo him nhn th v phi nhn th, Bancassurance c trin khai hu hiu i vi sn phm bo him nhn th. i vi khi bo him nhn th, bancassurance ang c pht trin mnh ti cc n v nh AIA Vit Nam, Prudential... Tuy nhin, y mi ch l hnh thc s khai ca knh bn bo him ny nh t quy giao dch ti cc ngn hng, cho php khch hng thanh ton ph bo him v vn tin ph bo him qua h thng ti khon ngn hng... Mt s t cng ty trin khai c cc sn phm kt hp gia sn phm ngn hng v bo him nhn th, nhng doanh thu mang li khng nhiu m ch mang ngha qung b v m rng th phn l chnh. Bn cnh , do vic s dng tin mt trong nn kinh t vn ln, nn vic bn sn phm bo him qua ngn hng b hn ch. Vic a ra th trng cc sn phm bn cho lin kt gia ngn hng v bo him khng mi, nhng nhng sn phm d hiu, d thc hin vi tt c cc bn tham gia qu tht khng nhiu.


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BancassuranceCc sn phm lin kt bo him - ngn hng c bit n vi u im ni tri nh m bo tnh thun tin ca knh phn phi dch v ti chnh mt ca, linh hot trong vic a ra cc gii php ti chnh tha mn tt hn nhu cu khch hng v c bit l cung cp cc sn phm trn gi 2 trong 1, nhng vic trin khai vn gp khng t kh khn. ra c mt sn phm bo him lin kt ngn hng khng kh (mt khong 1 thng) trn nn tng cng ngh c sn ca ngn hng v bo him, nhng vic bn cc sn phm ny vn l thch thc khng nh. 3.5 C hi v thch thc khi p dng Bancassurance Vit Nam 3.5.1 C hi Thi gian qua, VN hnh thnh mt s quan h hp tc gia ngn hng vi cng ty bo him d dng s khai ca Bancassurance, nhng hp ng ny c th pht trin thnh quan h hp tc ton din trong phn phi sn phm gia ngn hng vi cng ty bo him: Chng hn nh hp ng hp tc gia HSBC VN v Bo Vit, Vietcombank vi Prudential, Bo Vit nhn th vi Ngn hng Nng nghip VN v Techcombank, Prudential vi cc ngn hng nh: ACB, Vietcombank, cc ngn hng bn bo him cho Prudential, Ngn hng Thng mi C phn Qun i (MB) vi Cng ty C phn Bo him Vin ng (VASS)Trong quan h hp tc ny, ngn hng c th phi hp bn cc sn phm nhn th v phi nhn th ca cc cng ty bo him khi khch hng vay tin ti ngn hng mua ti sn v khch hng phi mua bo him cho chnh ti sn . Nh m cc ngn hng tn dng c nhng c hi cho c hai pha hp tc 3.5.1.1 i vi ngn hng C thm dch v cung cp cho khch hng, qua tng cng kh nng cnh tranh ca mnh, tng kh nng duy tr khch hng v thu ht hn nhiu khch hng

mi s dng cc dch v ca ngn hng. Ngn hng c th tng doanh thu t vic cung cp cc dch v ngn hng cho khch hng mua bo him. Tng thu nhp khng phi t li m l thng qua vic thu ph cc dch v ngn hng (ph chuyn khon, ATM, th tn dng), cho thu mt bng giao dch, hoa hng t bn bo him Ngn hng c th tn dng c s khch hng, mi quan h di hnNhm Ti Chnh Doanh Nghip 11 Trang 51

Bancassurancevi khch hng, h thng phn phi hin thi nhm to ra li th so vi cc knh phn phi khc trong vic phn phi cc sn phm bo him nhm to ra thu nhp n nh. Tng nng sut hot ng ca nhn vin ngn hng thng qua vic cung cp thm cc sn phm bo him, do vy gip gim chi ph c nh mt cch tng i cho ngn hng, ng thi, cc nhn vin ngn hng cng c thm ng lc v thu nhp. Ngoi ra, vn ha bn hng thu nhn c trong hot ng kinh doanh bo him s tc ng tch cc tr li i vi hot ng kinh doanh ca ngn hng, nng cao cht lng dch v ngn hng. Tng cng thng hiu v uy tn ca mnh trn th trng, ng thi, to thm nng lc i mi, gim bt s bin ng ca li nhun theo thi gian do kh nng sinh li ca ngnh ngn hng v bo him thng bin ng khng theo cng mt chu k. Thm vo , Bancassurance gip gim vn theo ri ro ca ngn hng. Vic cung cp cc sn phm bo him gip gim thiu ri ro khng thu hi c n ca ngn hng i vi cc khon cho vay. Gip tng ngun vn huy ng ca ngn hng t pha bo him. C th thy trong cc tho thun hp tc ca cc Cng ty Bo him nhn th Vit Nam vi cc ngn hng u bao hm cc tho thun u t tin hoc ph bo him thu c vo ngn hng. 3.5.1.2 i vi cng ty bo him Cc ngn hng thng mi VN c mng li chi nhnh rt rng, rt thun li trong vic h tr khch hng d dng trong vic ng ph bo him, h tr cc cng ty bo him phn phi sn phm khp mi min t nc.

Bancassurance to ra ngun khch hng mi, c hi cho cc sn phm mi v tit kim chi ph nh quy m ln. Cng ty bo him c th tip cn v s dng ngun d liu rt ln v khch hng ca ngn hng, qua gim chi ph phn phi sn phm. C th thy, nhng khch hng ca ngn hng l nhng khch hng tim nng ln i vi cc Cng ty bo him v h thng c thu nhp trung bnh kh tr ln v t nhiu c thi quen s dng dch v ti chnh.Nhm Ti Chnh Doanh Nghip 11 Trang 52

Bancassurancea dng ha cc knh phn phi, tng cng kh nng cnh tranh nht l trong giai on th trng bo ho, ng thi gim bt s bin ng li nhun theo thi gian. Bn cc sn phm ngn hng cho khch hng tham gia bo him, qua gip gim thiu ri ro pht sinh t vic giao dch bng tin mt, gii quyt tt bi ton thu ph, thanh ton quyn li bo him bng tin mt. i vi cc nc m ngi dn c thi quen s dng tin mt cao nh Vit Nam, iu ny rt c ngha. Thc t cho thy, cc Cng ty bo him, c bit l cc Cng ty bo him nhn th Vit Nam chu ri ro ln trong vic qun l tin mt trong qu trnh thu ph, gii quyt quyn li bo him (mt cp, tin gi, nhm ln) v gii quyt bi ton rt ln v t chc lc lng thu ph bo him. R rng, Bancassurance gip gim bt s l thuc ca Cng ty bo him vo h thng i l v mi gii. Tng cng thng hiu v uy tn ca mnh trn th trng trong vic s dng uy tn v thng hiu ca ngn hng, v trn thc t h thng ngn hng thng c uy tn rt ln trong i sng kinh t - x hi. i vi khch hng Khch hng c s dng cc dch v ti chnh trn gi vi chi ph thp hn v thun tin hn. Khch hng c th qun l ri ro tt hn v hoch nh ti sn hiu qu hn. ng thi, khch hng c th c hng cc dch v gia tng khc. Bn cnh , khi mua bo him ti ngn hng, khch hng c th c thm nim tin v c thm mt ngi na bo

5. bancassurance

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