论银行保险产品的研发

银行保险的发展尚处于兼业代理阶段，存在网点资源误区和营销技术误区，加剧了银行保险在产品研发方面的绝对理性倾向，为保证“产品-营销-客户”这一流程的顺利执行，银行保险在营销模式中内生性的出现了“营销技术”对“产品-营销-客户”一致性的扭曲，这种扭曲是造成银保业务误导风险的根源，直接加剧了保险公司的投资压力，同时也使商业银行业潜伏了关联性的信誉风险。要从根本上化解误导风险，需要在银行保险产品的研发过程中，更多借鉴行为金融学和消费者行为理论的研究成果，设计符合银行购买者行为习惯的专属保险产品。

Bancassurance is currently an intermediary business for banks and there is a misconception of the distribution network resources and distribution skills. This situation exacerbates the absolute rationalism tendency in development of bancassurance products, which, in order to ensure execution of the process of ＂product-distribution-client＂, distorts the work flow by the so-called ＂distribution skills＂ in bancassurance business. This distortion is the root of misrepresentation in the bancassurance channel. It not only increases the investment pressure of insurance companies directly, but also potentially undermines the credibility of banks. In order to completely remove the misrepresentation risk, we should borrow more from the research results of finance and consumer behaviors and come out with specialized bancassurance products suitable to bank clients.