1

Bo him nhn th trn th gii ra i t rt lu v tr thnh loi hnh bo him truyn thng ph bin nhiu nc v c mi ngi t nguyn tham gia. Bo him nhn th l 1 hp ng gia c nhn v cng ty bo him nhn th bo him cho bn thn mnh hoc ngi thn, hoc gia 1 t chc vi cng ty bo him nhn th bo him cho nhn vin mnh vi mc ch l bo m an ton ti chnh cho ngi tham gia bo him. Sau khi k hp ng vi cng ty bo him nhn th, ngi tham gia bo him c bo him ngay lp tc vi s tin bo him ghi trn hp ng ngha l khi xy ra s kin bo him cng ty bo him nhn th s chi tr y s tin bo him. Khi o hn bo him, ngi tham gia bo him nu vn sng bnh thng th s c cng ty bo him chi tr quyn li bo him theo hp ng k kt. Cc sn phm bo him nhn th hin nay trn th gii v cng phong ph v a dng. C th khi qut thnh ba nhm chnh nh sau: Bo him nhn th trng hp sng. Bo him nhn th trng hp t vong. Bo him nhn th hn hp.

C nhiu nh ngha v bancassurance. Sau y l mt s v d: Bancassurance l mt chin lc c cc ngn hng hoc cc cng ty bo him s dng nhm hot ng trong th trng ti chnh theo cch thc hp nht dch v mc no . Bancassurance bo him mt phm vi rng ln cc hp ng chi tit gia ngn hng v cng ty bo him, nhng ch yu 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.tuy nhin, vic phn phi cc sn phm bo him bi cc ngn hng khng phi l c im duy nht ca bancassurance, mc d n , ang v s l c im chnh ca bancassurance. y cn phn bit vic ngn hng phn phi cc sn phm bo him (bancassurance) vi vic cc doanh nghip bo him cung cp v phn phi cc dch v ti chnh, ngn hng (assurbanking). Bancassurance l vic cung cp cc sn phm bo him v ngn hng thng qua mt knh phn phi chung v/hoc cho cng mt c s khch hng Tm li: Bancassurance c th c hiu mt cch n gin nht l vic cc ngn hng tham gia cung cp cc sn phm bo him cho khch hng ca mnh. Vic tham gia ca ngn hng c th nhiu cp khc nhau tu theo hnh thc bancassurance.

y cng l mt trong nhng vn nn cn c u tin lm r. Ngn hng c th tham gia cung cp sn phm BHNT hoc phi nhn th. Tuy nhin, sn phm bo him phi nhn th khng c nhng c im ni bt cho hot ng bancassurance. Trong khi , cc sn phm ngn hng v BHNT c th b tr cho nhau v c hai u hng ti phc v vic tch lu v qun l ti sn ca khch hng. Do vy, cc sn phm BHNT d bn qua ngn hng hn cc sn phm bo him phi nhn th. Hn na, do hp ng BHNT l hp ng di hn nn i hi phi c s tin tng ca khch hng i vi t chc ny. Cc ngn hng thng c khch hng tin tng rt cao nn c th bn sn phm BHNT mt cch d dng. ng thi, vic bn cc sn phm BHNT i hi phi c s hiu bit r rng v tnh trng ti chnh v nhng yu cu ca khch hng trong khi , vic bn hu ht cc sn phm bo him phi nhn th khong cn s hiu bit ny. Thm vo , ngn hng thng c t li th trong vic bn bo him phi nhn th so vi cc knh phn phi khc. Nhn chung thng d dng hn cho ngn hng trong vic bn sn phm bo him nhn th hn l sn phm bo him phi nhn th. V d: Khi mt ngi vay tin ngn hng mua mt loi ti sn no (chng hn mua t), ngn hng c th yu cu ngi mua bo him i vi ti sn nhm m bo kh nng tr n (mt phn hoc ton b) trong trng hp pht sinh ri ro i vi ti sn (vi v d mua t l ri ro chy, tai nn, mt cp...). y l s kt hp gia ngn hng v bo him phi nhn th. Ngn hng c th yu cu ngi vay mua bo him t k (term life) m bo vic tr n trong trng hp ngi vay tin cht trc khi tr ht n. y l s kt hp gia ngn hng v bo him nhn th.

T khi khi nim bo him xut hin trn th gii, qua mt thi gian di c rt nhiu loi hnh bo him ra i, km theo l nhng knh phn phi khc nhau. Hin nay, mt trong nhng knh phn phi bo him c tc pht trin cao l hnh thc bn bo him qua ngn hng. Bancassurance v s pht trin ca n xut hin c mt vi nm nh l mt trong nhng thay i quan trng trong lnh vc dch v ti chnh. Cc t chc ngn hng v cng ty bo him nhn thy bancassurance c sc hp dn v thng to li nhun, b sung cho hot ng hin ti. Nhng ngi tin phong trong lnh vc ny l cc nc Chu u. Sau cc nc Chu M v chu cng i theo tro lu ny. Cc knh phn phi ang c s dng trn th trng th gii: Knh truyn thng: i l Mi gii i din thng mi Knh trc tip: Qua in thoi Qua th tn, internet Qua cc nh tuyn dng Knh mi: Ngn hng Cc t chc ti chnh Cc ca hng

Cc knh truyn thng Mi gii i l i din thng mi

Cc knh trc tip Qua in thoi Qua th tn Qua Internet Qua cc nh tuyn dng

Cc knh mi Ngn hng Ca hng Dch v bn l

85%

2%

13%

chu u, Php l quc gia u tin ng dng bancassurance. Ti Php, ngy nay hu ht cc ngn hng u bn bo him (Credit Agricole l in hnh trong lnh vc ny). Sau mt khong thi gian pht trin kh di, hu nh cc nc chu u u xy dng cho mnh mt h thng bancassurance ln mnh, n nh. Cc ngn hng c xu hng pht trin cc sn phm c tnh hi nhp cao nh cc sn phm bo him nhn th. Theo thng k ca Hip hi Marketing v nghin cu bo him nhn th LIMURA, hn mt na s hp ng bo him nhn th c k kt qua cc ngn hng. T l doanh thu phi bo him t cc knh phn phi Chu u: T l doanh thu Anh Truyn thng Ngn hng Trc tip 86% 12% 2% Php 34% 60% 6% c 72% 23% 5% 30% 70% 0% Ty ban nha 21% 72% 7%

Bc nh du s pht trinca bancassurance l s sp nhp cng ty bo him Travelers Group v ngn hng Citicorp nm 1998. Tuy nhin, vo nm 2000, khi o lut Gramm- Leach Bliley (o lut hin i ha ti chnh) c hiu lc th bancassurance mi thc s pht trin. Knh phi ph bin M l thnh lp hoc mua li cc i l hay mi gii bo him, nm 1999, khi lut cm bn bo him qua ngn hng b d bth mi nm c khong 50 i l bo him b cc ngn hng mua li. Mt chin lc khc ca hot ng ngn hng- bo him l xy dng cc knh phn phi ring, tm kim c nhng khch hng khng hoc t tham gia mua bo him mc d vn c ti khon ti ngn hng. Nhn xt: Nhn chung, knh bn bo him qua ngn hng kh pht trin chu u. in hnh: Php, Ba Lan, Ty Ban Nha, ngn hng nm trong tay hn 60% th phn phn phi bo him nhn th. Trong , Ty Ban Nha l nc i u trong vic pht trin hnh thc phn phi bo him qua ngn hng vi cht lng dch v cao.

Trong nhng nm gn y, vic bn bo him qua ngn hng c s tng trng ng k th trng Nam M. iu ny l do dch v ti chnh c g b mt s ro cn php l, ngn hng c bn sn phm bo him, ngi dn c khuynh hng tit kimcc nh bo him c th cho php ngn hng bn trc tip hoc cn c mi quan h ti chnh gia cc cng ty c lin quan. S hnh thnh knh phn phi bo him qua ngn hng chu M La Tinh bt u bng vic lin doanh gia mt ngn hng a phng v mt cng ty bo him nc ngoi. T pht trin v hnh thnh theo cu trc ca cng ty c phn, cc ngn hng mua li c phn ca cng ty bo him nc ngoi tham gia lin doanh. Nh vy, cc ngn hng gi vai tr chi phi trong ngnh bo him.

Trong nhng nm gn y, cc nh bo him chu quan tm nhiu hn n knh phn phi ny. Kiu m hnh ny rt kh tm thy cc nc Chu , thm ch rt t nh quan st th trng nh gi m hnh ny s thnh cng. iu c bn lc ny l cc ngn hng v cng ty bo him vn cn t c thnh cng, cn tha mn vi nhng thnh tu cng nh trung thnh vi knh phn phi truyn thng.

V khi cuc khng hong xy ra ng vai tr mt cht xc tc cho qu trnh thay i. S mt cn i trong bng cn i ti chnh v tnh hnh cnh tranh gia tng thc y cc ngn hng cng nh nh bo him phi tm n ngun thu ph, khch hng mi trn th trng. Phn ln hot ng kinh doanh bo him ngn hng trn th trng chu l cn mc ti thiu v mt hp nht hot ng gia ngn hng v nh bo him. M hnh c p dng l tha thun phn phi v lin minh chin lc. Hot ng theo cc m hnh ny chim n 69% tng cc hot ng bo him ngn hng. S ph bin ca m hnh ny mt phn do cc quy nh hn ch v s hu ti mt s th trng. M hnh lin doanh chim 17%, ph bin nhng th trng nh n , ni m cc nh bo him nc ngoi ch c th gia nhp th trng vi i tc trong nc. Trong khi , vic s dng cc tp on dch v ti chnh (bao gm c cng ty con, c cu cc cng ty gp vn,) li rt t, ch chim 14% Hu ht cc nh bo him ngn hng chu phn phi cc sn phm bo him nhn th. Vi s ging nhau ca sn phm bo him nhn th v cc sn phm ngn hng, cng vi vic cc ngn hng thiu li th cnh tranh trong vic phn phi cc sn phm bo him phi nhn th, hn 80% hot ng bo him ngn hng l do cc nh bo him nhn th v cc ngn hng hp tc.

8
Cc sn phm bo him nhn th c phn phi bao gm: bo him t k, bo him trn i, bo him hn hp, bo him nhn th tn dng, trong khi cc sn phm bo him phi nhn th ch chim 28% cc giao dch bo him ngn hng vi cc sn phm ch yu: bo him tai nn con ngi, bo him du lch, Theo mt nghin cu ca Swiss Re mt t chc bo him danh ting ca Thy S tim nng sau nm 2009, bo him ngn hng c th ng gp ti 13% doanh thu ph bo him nhn th v 6% ph bo him phi nhn th ton th trng chu . Nghin cu ny cng cho thy khong 1/3 doanh thu ph ny t c t nhng c hi kinh doanh mi ch khng phi t s thay th cc knh phn phi c. Nm 2009, t l khch hng ca ngn hng c hp ng bo him vi ngn hng Chu t 2-10% trong kh t l ny Chu u l 25-30% (theo The ian Banker,2009)

Bng thng k cc knh phn phi ti mt s nc chu Quc gia i qun bn hng i l chuyn nghip China Hong kong India Japan Malaysia Singapore Southkorea Taiwan Thailand Vietnam Mi gii trong nc Mi gii nc ngoi Qua ngn hng Cc knh khc

i vi th trng chu , s pht trin ca bo him ngn hng cho thy: - a dng ha knh phn phi s tip tc pht trin ph bin mc d cc i l vn ng vai tr quan trng trong thi k ti. - Kh nng cc doanh nghip bo him tip cn c c s khch hng rng ln ca ngn hng ngy cng tr thnh thng s cnh tranh quan trng. - Vic i mi cc sn phm c th c li t s pht trin ca knh ngn hng - Tit kim chi ph qun l - Cc t chc s s dng bo him ngn hng p ng nhu cu bo him ca mnh - Vic chp nhn rng ri bo him ngn hng lm qu trnh phn cc th trng chu din ra nhanh hn. Hin nay t trng n bo him c cung cp bi knh ngn hng mt s quc gia Chu chim khong 5% - 10%. Ring Hn Quc ch sau 2 thng y mnh th s n bn ra tng gp 3 so vi mc bnh qun nhng thng trc . R rng y ch mi l giai on khi u v chc chn m hnh ny s pht trin mnh trong tng lai Chu .

Ti hu ht cc quc gia, cc nh kinh doanh bo him nhn th u xc nh knh phn phi chim t trng ln trong vic cung cp cc sn phm ra th trng l h thng i l. Th nhng, nm trong chin lc dng ho knh phn phi, gim p lc b nh hng t mt knh phn phi duy nht t gim thiu ri ro trong kinh doanh do cnh tranh v do bin ng ca th trng, cc cng ty bo him nhn th u t chc cc knh phn phi khc ngoi h thng i l. Mt thc t khc na l ngoi vic a dng ho knh phn phi cn nhm to ng lc v p lc cnh tranh gia cc knh phn phi, mc ch a ra nhiu sn phm trn th trng. Vic t chc thnh cng knh phn phi bn bo him qua ngn hng khng ch lm tng doanh thu cho cng ty bo him m ngay c ngn hng v khch hng cng t c nhng mc tiu nht nh.mt s li ch cho cc bn c th k n l:

10
Do tc ng ca cnh tranh lm gim bin li tc ca ngn hng v cng ty bo him. Do , i hi cc ngn hng v cc cng ty bo him phi a dng ha cc knh phn phi, a dng ho cc sn phm nhm to thm li nhun, nng sut, to u th cnh tranh S pht trin ca cng ngh thng tin gip cho vic lu tr, khai thc c s d liu khch hng, cung cp dch v ngn hng ,bo him c nhanh chng, thun li. Ngoi li ch chung, th hot ng bancassurance cn c li ch cho mi bn. Lin kt li ch t hot ng Bancasurance Ngn hng Cng ty bo him Ngi tiu dng

Bancassurance to ra ngun khch hng mi, c hi cho cc sn phm mi v tit kim chi ph nh qui 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 cng ty bo him v h thng c thu nhp t trung bnh kh tr ln v t nhiu c thi quen s dng dch v ti chnh. S dng h thng dch v ca ngn hng gip cng ty bo him c th tit kim c chi ph hot ng, t tng kh nng cnh tranh v li nhun. Cng ty bo him c th gim chi ph o to(v nhn vin ngn hng c chuyn mn cao) v c th s dng c s d liu khch hng, quan h ca ngn hng bn bo him Tip cn vi khch hng trc y cha bit ti: c s d liu khch hng ca ngn hng c th s l mt mnh t cha khai thc i vi cng ty bo him v v vy cng ty bo him s c mt ngun doanh thu mi. L do: a l: khch hng ca ngn hng rt nhiu, ph rng khp, c nhiu khu vc m cng ty bo him hn ch hoc khng c. Chi nhnh ca ngn hng th rng ln, trong khi cng ty bo him li c mng li hn ch. V vy, hot ng bancassurance c th gip cng ty bo him tn dng c chi nhnh ca ngn hng . Dn s hc: khch hng ca ngn hng c nhiu nhm khc nhau, tui, gii tnh, thi quen mua smm cng ty bo him c th nm c thng qua vic bancassurance vi ngn hng. T , a ra nhng sn phm ph hp vi tng i tng ca ngn hng.

11
a dng ho knh phn phi, tng cng kh nng cnh tranh nht l trong giai on thi trng bo ho, ngi khn ca kh, ng thi gim bt s bin ng ca 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 v cng c ngha. Thc t cho thy, cc cng ty bo him , c bit l cc cng ty BHNT nh 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, bin th) v phi gii quyt bi ton rt ln v t chc lc lng thu phi bo him. R rng, bancassurance gip gim bt s l thuc ca cng ty bo him vo h thng i l, mi gii. Tng cng thng hiu v uy tn ca mnh trn th trng thng qua s dng thng hiu v uy tn ca ngn hng v trn thc t, h thng ngn hng thng c uy tn rt ln trong i sng kinh t - x hi.

S cnh tranh khc lit gia cc ngn hng ngy cng tng, ko theo sau l vic gim bin li sut, gim li nhun. Nh vy, c mt gii hn cho ngn hng khi ch tm li nhun trong dch v ti chnh thun tu. V vy, tm mt ngun thu phi tn dng, nh sn phm mi bancassurance, s lm tng ng k li nhun v hiu qu kinh doanh. C thm dch v cung cp cho khch hng, qua tng cng kh nang cnh tranh ca mnh, tng kh nng duy tr khch hng v thu ht thm khch hng v thu ht thm khch hng mi s dng dch v ngn hng. Ngn hng c th tng doanh thu hot ng ngn hng t vic cung cp cc dch v ngn hng cho khch hng mua bo him. Tng thu nhp khng phi t li (non-interest income) 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 th tn dng c s khch hng, mi quan h di hn vi khch hng, h thng phn phi hin thinhm 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. Nghin cu 2003/2004 Kehrer-LMA cho thy, bin li nhun t vic bn cc sn phm bo him nhn th, sc kho ca ngn hng tng ng vi bin li nhun t vic bn cc sn phm u t.

12
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 mt cch c nh cho ngn hng. ng thi cc nhn vin ngn hng cng c thm ng lc v thu nhp. Ngoi ra, vn ho bn hng thu nhn c trong kinh doanh bo him s tc ng tch cc tr li i vi hot n 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 ph bo him.c th thy trong cc tha thun hp tc ca cc cng ty BHNT Vit Nam vi cc ngn hng u bao hm tho thun u t tin hoc ph bo him thu c vo ngn hng.

Khch hng c s dng cc dch v ti chnh trn gi thng qua mt ca vi chi ph thp hn v thun tin hn. Chng hn khch hng c nhu cu vay tin,c ti khon hoc c nhu cu s dng cc dch v khc ca ngn hng, c th tham gia bo him ti ngn hng. Khi vic np ph cng thun tin hn v khch hng c th np ph qua chuyn khon, th atm, th tn dng. Khch hng c th qun l ri ro tt hn v hoch nh ti sn hiu qu hn. Khch hng cng hng nhng quyn li v dch v gi tr gia tng do s dng ng thi nhiu dch v; c gim ph do np ph qua ngn hng, c cung cp th atm m khng phi tr l ph m th. Tm li, vi bancassurrance khch hng c th ng thi s dng cc sn phm ngn hng v bo him mt cch thun tin v hiu qu. Kt lun: Nh vy, vi bancassurance, khch hng c s dng cc dch v ti chnh trn gi qua mt ca vi chi ph thp hn, thun tin hn v c hng thm cc dch v gia tng khc. Bn cnh , khi mua bo him ti ngn hng, khch hng c thm nim tin v c thm mt ngi na bo lnh uy tn cho cng ty bo him .

13
Cc ngn hng v cng ty bo him cng c li do s dng uy tn, thng hiu v ngun lc ca c hai bn vo vic cung cp dch v bo him, tng cng cc dch v ngn hng, nh gip tit kim chi ph, tng kh nng cnh tranh v li nhun. Hn na, ngn hng v cng ty bo him khng cnh tranh vo lnh vc ring t ca nhau, m l cng nhau tham gia vo mt th trng dch v ti chnh rng ln

Bancassurance c th hnh thnh theo nhng cch sau: Ngn hng k tho thun phn phi vi cng ty bo him , ng vai tr ngi i din bn hng hoc mi gii bo him cho cng ty bo him Ngn hng v cng ty bo him nm gi c phn ca nhau (cross shareholdings) Lin doanh: ngn hng v cng ty bo him cng thnh lp mt cng ty bo him mi cng kinh doanh Ngn hng mua ton b hoc mt phn cng ty bo him hoc ngc li Ngn hng thnh lp mt cng ty bo him mi Nh vy, xt v mc kt hp gia ngn hng v bo him, bancassurance c th c phn chia thnh cc hnh thc c bn sau: - Tho thun phn phi - ng minh chin lc - Lin doanh lin kt - Tp on dch v ti chnh

14
Di y l c im ca mi hnh thc, c trnh by theo mc kt hp tng dn.

Tho thun Phn phi

ng minh Chin lc

Lin doanh

Tp on dch v ti chnh

Mc kt hp Cc ngn hng phn Mc hp nht C s cng s Cc hot ng tc nghip v phi cc sn phm bo cao hn v pht hu r rng v h thng c th hp nht him nhn th (ring trin sn phm, cc sn phm v hon ton

bit hoc kt hp vi cung cp cc dch cc khch hng cc sn phm ngn v v qun l cc hng) c thu nhp knh phn phi t kt qu bn bo him Khng c hoc t c s C th c s chia Chia s c s C nng lc cao, to n by chia s c s khch s c s khch khch hng hng hng tc ng n cc khch hng hin ti ca ngn hng v vic cung cp cc dch v khc . thc hin c ch i hi c s u i hi s cam To c hi cho khch hng cn u t t t v cng ngh kt lu di v s dng dch v tng hp thng tin v nhn mnh m ca c ca c ngn hng v bo s bn hng hai bn him Tim nng cho vic hp nht ton b v cc sn phm

15
Ti Chu , tha thun phn phi chim 69% trong cc hnh thc hp tc, lin doanh 17% v 14% cn li l tp on ti chnh, vi khon 80% doanh s bancassurance c thc hin bi nhn vin ngn hng. Ti Chu M la tinh, bancassurance thng bt u bng lin doanh gia mt ngn hng ni a vi mt cng ty bo him nc ngoi, sau chuyn thnh cng ty trc thuc bng vic ngn hng mua li c phn ca cng ty bo him . tuy nhin, ti Chu th khng c m hnh c th. Hnh thc hp tc c th khng phi l yu t quan trng i vi s thnh cng ca bancassurance v khng c cch thc hin bancassurance duy nht em li hiu qu. Tuy nhin, trc khi thit lp knh bancassurance, cc cng ty bo him vn cn xc nh chin lc ph hp nht vi mnh cng nh xc nh phng thc phn phi ph hp vi sn phm ca mnh. V phng thc phn phi, cc sn phm cng phc tp th cng cn cc cuc gp g trc tip k kt hp ng; vi cc sn phm n gin hn c th ph hp vi cch thc bn hng qua in thoi (telemarketing). i vi nhng khch hng giu c cng cn tip xc trc tip c th t vn cc sn phm trn c s nhu cu ca khch hng.

16

Th trng bo him Vit Nam vn ang l mt trong nhng th trng c tc tng trng nhanh v n tng nht trong khu vc v trn th gii vi tc tng trng bnh qun doanh thu ph bo him giai on 1993 2005 t khong 29%/nm. Trong thp k qua, t trng doanh thu ph bo him trn GDP tng t 0,37% (1993) ln trn 2,0 % v tip tc tng t nm 2005 tr v sau. Cc doanh nghip bo him, nht l cc doanh nghip hot ng trn lnh vc bo him nhn th khng nh l mt knh huy ng vn quan trng ca nn kinh t. n ht nm 2005, cc doanh nghip bo him u t tr li nn kinh t gn 20.000 t VND (khong 1,2 t USD) chim 2.03% GDP. Theo thng k ca B ti chnh nm 2008 cc doanh nghip bo him thu ht trn 7.000 cn b cng nhn vin vo lm vic, 114 ngn i l bo him, trong 20 ngn i l bo him phi nhn th v 94 ngn i l bo him nhn th chuyn nghip cng mt s lng ln i l bn chuyn nghip. ginh thm v gi th phn, cc cng ty bo him khng ngng a ra sn phm mi: sn phm nhn th truyn thng v cc loi sn phm b tr ng thi lin kt vi cc ngn hng to knh phn phi sn phm rng khp.

17
Th phn v doanh thu ph ca cc cng ty bo him qua cc nm : Cng ty AIA Bo Minh CMG Bo Vit Manulife Prudential 2002(%) 5 2 46 12 35 2003(%) 5,92 2,34 38,09 8,13 45,52 2004(%) 4,21 1,81 34,09 6,36 33,53 2005(%) 6,48 3,55 38,01 10,87 41,08 2006(%) 6,23 4,24 36,44 10,78 41,83

Theo nh gi ca Bo co v Nghin cu kh nng cnh tranh v tc ng ca t do ha thng mi v dch v ti Vit Nam: ngnh bo him th s kt hp gia ngn hng v bo him l cch duy nht Vit Nam c nhng tp on ti chnh ln c th nim yt trn th trng chng khon. Th trng bo him nhn chung c bc pht trin mnh trong gn hn 10 nm qua. y l tn hiu tt lm c s cho vic pht trin knh phn phi mi. th trng bo him cn t ngi tham gia, vi dn s 87 triu ngi ch c khong 4 -5% ngi tham gia bo him, do vy th trng cn rt nhiu tim nng. C th thy xu hng pht trin ca th trng nh sau: S lng hp ng nhn th b hy ngang c chiu hng tng ln, khong 20%. C nhiu nhiu nguyn nhn nh: kh khn v ti chnh, i nc ngoi, lo ngi vic mt gi, khng hi lng v cht lng phc v.

18
Cnh tranh ngy cng gay gt: cc cng ty bo him nhn th i qua giai on pht trin nng, i vo n nh nhng li gp phi s cnh tranh gay gt t cc ngn hng v dch v tit kim bu in tng li sut. Cnh tranh khng lnh mnh cn din ra gia cng ty bo him vi nhau nh khuyn mi gim ph, xi gic khch hng b hp ng cng ty ny k kt vi cng ty khc. S lng hp ng bo him khai thc mi ang bo ha v gim st Phn phi bo him qua i l vn l knh phn phi chnh Ngnh ngn hng khng phi khng c nhng kh khn. Cc ngn hng trong nc cng gp phi s cnh tranh gay gt t cc ngn hng nc ngoi. S pht trin ca thng mi in t vi cc giao dch qua mng Internet ngy cng tng, cc ngn hng s phi cnh gic vi nguy c e da vai tr vn c coi l truyn thng. Thc t, cc cng ty phi ngn hng ang ln sn trong vic cung cp dch v thanh ton cho cc giao dch qua mng v kinh doanh ngoi hi. V vy cc ngn hng phi a dng ha cc sn phm, dch v cho ph hp vi th trng mi. Trong hon cnh phi cn nhc cc c hi hp tc, m rng knh phn phi sn phm l iu ng lu . Nh vy, trong bi cnh c ngnh bo him ln ngn hng ang v s phi i din vi nhiu thch thc nh vy th vic lin kt cng nhau pht trin l gii php tt nht. V pha nh nc, Nh nc c tn hiu g cho s pht trin ny cha? Ngy 1/9/1999, Chnh ph ban hnh Ngh nh s 89/1999/M-CP v bo him tin gi nhm mc ch trin khai c ch bo v quyn li v li ch cho ngi gi tin v gp phn duy tr s n nh ca cc t chc tn dng, m bo s pht trin cho ngnh ngn hng. Tuy bo him tin gi l nghip v c in i vi nn ti chnh th gii nhng Vit Nam l mt nghip v rt mi, cn c hon thin trong ngnh pht trin ca ngnh ngn hng. Thc t, hot ng bancassurance manh nha Vit Nam t nhng nm 90 khi cc ngn hng thc hin khuyn mi sn phm bo him phi nhn th cho khch hng. Tip , l cc sn phm t nhiu ging nh bo him nhn th ca Sacombank. Sau l s xut hin hng lot cc lin kt t hai pha. Ngoi ra, nhiu ngn hng cng nm gi c phn ca cc cng ty bo him.Tuy nhin s hp tc ca hai bn mi ch dng li mc s ng, ch yu l cc ngn hng to iu kin v khng gian cc cng ty bo him n bn ti ngn hng Nh vy, Bancassurane c s tng trng v mt s lng, nhng v mt hiu qu th cha nh mong i, v v th, loi hnh ny hon ton c th pht trin tt Vit Nam v l mt trong nhng gii php tt cho s pht trin ca cc ngn hng cng nh bo him ca Vit Nam trong bi cnh hi nhp kinh t quc t, nht l Vit Nam va c cng nhn l thnh vin ca WTO. Nhng cng nh i vi cc ngnh khc, hot ng Bancassurance pht trin hn na, cn phi c s n lc t pha nh nc, pha bo him cng nh ngn hng.

19

Th trng bo him nc ta pht trin rt nhanh: Nm 1995: c duy nht mt doanh nghip bo him Nm 2010: ln ti 50 doanh nghip hot ng trong lnh vc ny. (11 doanh nghip bo him nhn th, 28 doanh nghip bo him phi nhn th, 10 doanh nghip mi gii bo him v 1 cng ty ti bo him)

11.376 t ng ln 26.121 t ng tng bnh qun trn 18%/ nm Doanh thu ngnh bo him cao hn nhiu so vi tc tng trng GDP 10.390 t ng ln 21.195 t ng (tng 15,33%) Thu ph bo him doanh thu ph bo him ca Vit Nam hin ti mi ch chim 1,75% GDP 1 t 985 t ng ln 4.926 t ng Doanh thu hot ng u t tng 37,95%). 40.500 t ng S tin cc doanh nghip bo him gii quyt bi thng trung bnh mi nm chi tr 5.786 t ng tng t 14.602 t ng (nm 2003) ln 66.913 t ng (nm 2009) Tng s tin u t tr li cho nn kinh t t mc tng trng bnh qun trn 30%

Cn cc nc pht trin trong khu vc t l ny l 8 -10% v bnh qun trn th gii l 8% Th trng bo him Vit Nam hin mi ch tp trung cc thnh ph ln, cha khai thc c cc vng nng thn, min ni ni chim ti 80% dn s, sn phm bo him tuy a dng song vn cha p ng c nhu cu ca ngi dn.

20

Khi cuc khng hong kinh t ton cu xy ra , cc ngn hng thng mi v cng ty bo him c ci nhn kh trn tra v dch v Bancassurance: Thi gian 23/6/2009 S lin kt Ngn hng TMCP Si Gn - H Ni (SHB) v Cng ty Bo him SHB Vinacomin (SVIC - cng ty do SHB, Tp on Than - khong sn Vit Nam cng cc i tc khc l c ng sng lp) hp tc trin khai dch v bancassurance cung cp cc loi bo him a dng kt hp vi dch v ngn hng. SVIC l cng ty bo him va i vo hot ng cui nm 2008, trong lnh vc bo him phi nhn th, kinh doanh bo him gc, ti bo him, qun l qu, u t vn SHB v Tp on Than khong sn Vit Nam (TKV) l c ng sng lp ca cng ty ny, ln lt nm 10% v 19,8%. 9/2009 Ngn hng u t v Pht trin Vit Nam (BIDV) v Ngn hng Bo Vit (BaoVietBank) ln lt tung ra sn phm mi. Bic - An Sinh Ton Din l sn phm tch hp ngn hng - bo him c mt ti tt c chi nhnh BIDV trn ton quc do BIDV phi hp vi Cty Bo him BIDV (BIC). y l sn phm tch hp bo him trong chng trnh tit kim Tch Ly Bo An gia BIDV v BiC, c trin khai th im ti mt s chi nhnh ca BIDV t cui thng 5/2009 07/9/2009 ABBANK v Cng ty Bo him nhn th Prudential Vit Nam t chc L cng b m rng hp tc gia hai bn sau thnh cng bc u ca dch v bn sn phm bo him qua ngn hng. (Bancassurance) c trin khai t thng 4/2009. 25/9/2009 CTCP Bo him Qun i (MIC) v NHTMCP Qun i (MB) ra mt sn phm mi: Bancassurance (bn sn phm bo him qua h thng NH), hiu theo ngha n gin hn l vic NH bn sn phm bo him.

21
y l mt gi sn phm tin ch dnh cho khch hng. Chng hn khi s dng dch v ny mua t, khch hng s c NH h tr vay vn, ng thi c NH cung cp sn phm bo him cho chic xe ca mnh. 12/11/2009 HDBank v Tng cng ty Bo him Bo Vit va k kt tha thun hp tc, pht trin & phn phi cc sn phm ngn hng v bo him Bancassurance cho khch hng ca hai bn. i vi vic hp tc cung cp sn phm v dch v ngn hng, Bo him Bo Vit s l khch hng chin lc ca HDBank c u tin s dng cc sn phm, dch v ngn hng vi cc iu kin u i. HDBank l i tc cung cp cc dch v thanh ton, thu tin h ca Bo him Bo Vit vi i tc bn ngoi. Ngoi ra, Bo him Bo Vit s gii thiu cc sn phm dch v ca HDBank n tt c CBNV, mng li hot ng v khch hng ca Bo him Bo Vit. 22/3/2010 Bo Vit Nhn th v Bo him Bo Vit k kt tha thun pht trin bancassurance vi Ngn hng Pht trin Nh ng bng sng Cu Long. Theo tha thun hp tc, Tp on Bo Vit v Ngn hng MHB s u tin s dng cc sn phm, dch v ca nhau v s dnh cho nhau nhng u i, u tin p dng vi i tc chin lc, khch hng c bit. Bn cnh vic phi hp chia s thng tin, kinh nghim nhm nng cao hiu qu kinh doanh, cht lng phc v khch hng, hai bn u tin cc n v thnh vin ca mi bn gp vn u t vo nhng doanh nghip ang trong qu trnh c phn ha hoc huy ng thm vn, u t chng ch qu vi t cch l c ng chin lc. Bo Vit v MHB chia s thng tin v to iu kin thun li cho nhau u t vo cc d n c hiu qu, ph hp vi nhu cu u t ca hai bn. Hai bn cam kt hp tc chin lc pht trin dch v bn bo him qua h thng ngn hng (bancassurance) trong h thng ca mnh trong cc lnh vc bao gm bo him nhn th v bo him phi nhn th.

22
Trong nm 2010 v cc nm ti, bn bo him qua knh ngn hng s tip tc tng trng mc cao so vi vi knh truyn thng (i l, mi gii, trc tip). Thc t hin nay, ln sng ngm cnh tranh trin khai knh bancassurance gia cc cng ty bo him ngy cng r nt. ng thi, to li th, cc cng ty bo him s cnh tranh mnh m trong vic t cc mi quan h c quyn vi cc ngn hng thng mi c phn. L thnh vin ca mt trong nhng ngn hng quc doanh ln nht c nc, Cng ty Bo him Ngn hng u t v Pht trin Vit Nam (BIC) c nhiu li th pht trin bancassurance. Nm 2009 l nm tng trng n tng ca knh bancassurance vi tng doanh thu qua knh ny t 37,49 t ng, chim 8% trong tng doanh thu ph bo him ca BIC. Nm 2010, BIC d kin doanh thu qua knh bancassuanrance t 56 t ng, chim khong 10% tng doanh thu ton Cng ty, trong knh bn bo him trc tuyn ng gp hn 6 t ng. Cng ty TNHH Bo him nhn th Prevoir Vit Nam, tnh n cui nm 2009, lin kt pht trin v phn phi sn phm bancassuanrance vi 14 ngn hng. Nm 2010, y mng pht trin bancassuanrance l mt trong nhng mc tiu hng u ca Prevoir Vit Nam. Doanh nghip ny d kin trong nm nay s hp tc phn phi sn phm vi ngn hng Lin Vit v Ocean Bank. trin khai bancassurance thnh cng vi hn 70 mi quan h hp tc 12 quc gia chu , Prudential p dng nhiu hnh thc hp tc bancassurance ti Vit Nam, trong c hnh thc bo him nhn th tn dng cho khch hng vay ti ngn hng, hnh thc nhn vin Prudential bn bo him ti chi nhnh ngn hng v hnh thc nhn vin ngn hng c Prudential o to trc tip bn sn phm bo him. Cc ngn hng i tc hin nay ca Prudential l An Bnh, Standard Chartered, Agribank, VP Bank v Qun i. Prudential va tip tc hp tc vi Maritime Bank. Theo , trong nm 2010, khch hng khi c Maritime Bank cp khon cho vay tiu dng s c Prudential Vit Nam bo him cho khon vay n khi khon vay c tt ton. giai on u tin, hai bn s trin khai sn phm bo him nhn th tn dng ca Prudential i vi nhng khon vay tn chp ti Maritime Bank. Trong tng lai gn, Prudential v Maritime Bank s hp tc ra mt sn phm bo him tn dng dnh cho cc khch hng gi tin ti Maritime Bank.

23

Th nht, cc ngn hng a ra nhng sn phm ngn hng t nhiu mang c im ca BHNT nh Tit Kim nh K(thng 4/2002), Tch Lu Bo An(thng 11/2004) ca Sacombank, An Sinh Tit Kim ca VIPbankkhng dng li cc ngn hng , bu in cng vo cuc. Thng 4/2001, VNPT a ra th trng sn phm Tit Kim Bu in. Th hai, ngn hng v cng ty bo him lin doanh vi nhau thnh lp nn cc cng ty bo him: Cng ty bo him Chu -Ngn hng Cng thng; cng ty bo him Ngn hng u t v pht trin(BIDV)-QBE. Bn cnh , nhiu ngn hng nm gi c phn ca cc cng ty bo him (Vietcombank c c phn PJICO) Ngy 30/1/2006, ti H Ni, cng ty TNHH Bo him nhn th Vietcombank Cardif. y l lin doanh gia Viecombank vi Cardif S.A Cng ty c phn bo him thuc Tp on ti chnh BNP Paribas ca Php v Ngn hng TMCP ng Nam (Sea Bank). Trong lin doanh ny, Vietcombank nm gi 45% c phn; cardif 43% v Seabank l 12%. Cng ty Bo him nhn th Vietcombank Cardif c php hot ng trn cc lnh vc: Kinh doanh bo him nhn th, Kinh doanh bo him nhn th; kinh doanh nghip v bo him sc khe v bo him tai nn b tr cho bo him nhn th; phng, hn ch ri ro, tn tht; Gim nh tn tht; qun l qu v u t vn; Lnh vc khc lin quan n bo him nhn th c php lut cho php Lin doanh bo him ny c coi l cng ty chuyn nghip u tin ca lnh vc bancasurance ti Vit Nam thng qua vic tp trung phn phi sn phm bo him qua ngn hng v sn phm bo him kt hp vi dch v ngn hng. Th ba, ngn hng v cng ty bo him hp tc vi nhau bn bo him. Cc cng ty BHNT kh tch cc hp tc vi cc ngn hng ngay sau khi BHNT c trin khai t nm mc d khi vn ang l thi k nh cao ca knh phn phi qua i l. Nm 2002, Bo Vit k tho thun hp tc vi ngn hng Chu (ACB) v ngn hng cng thng Vit Nam hp tc khai thc bo him nhn th. Gia nm 2004, Bo Vit nhn th k tho thun vi Ngn hng NN&PTNT Vit Nam hp tc khai thc bo him, np ph bo him qua ATM, chuyn khon, chi tr quyn li ca ngn hng. Cng nm 2002, prudential k tho thun hp tc vi ACB v ngn hng Ngoi thng Vit Nam (Vietcombank) bn BHNT.

24
Vi Vietcombank, vic hp tc ca Prudential c thc hin 20 chi nhnh ca ngn hng ti H Ni; nhn vin ngn hng c o to bn t 3 4 sn phm;quy trnh bn hng c n gin ho. u nm 2005 Prudential hp tc gia ngn hng ACB bn sn phm Ph Bo Tn (Credit life). Cc cng ty BHNT khc nh AIA, Manulife cng c cch lm tng t. Thng 6/2005 AIA k tho thun vi BIDV bn bo him qua h thng ngn hng, ng thi BIDV cng cung cp cc dch v trn gi cho AIA, cung cp cc hn mc tn dng, cc ngun vn thu c t ph bo him ca AIA s c thc hin cc hot ng u t vi BIDV. T my thng gn y, cng ty a c Si Gn Thng Tn mua bo him thanh ton tin vay cho khch hng qua VASS( cng ty bo him Vin ng) khi khch hng mua cn h tr gp thng qua Sacombank. Khi khch hng gp cc ri ro, bt trc dn n mt kh nng to thu nhp, hoc b thng tt ton b vnh vin, thng tt hon ton, t vongkhch hng vn c th tip tc tr vn gp cho Sacombank qua trch nhim bo him ca VASS Th t, cc ngn hng xc tin thnh lp cc cng ty bo him trc thuc (nh trng hp ca Vietcombank) trong khi cc cng ty bo him cng c nh thnh lp ngn hng trc thuc. Th nm, bancassurance Vit Nam cng pht trin thnh Marketing thn thin bn nhiu loi hng ho, dch v khc nhau cho i tng khch hng hin c. Chng hn, Previor cng ty BHNT ca Php, va c cp giy php hot ng ti Vit Nam, chun b thc hin bn BHNT theo mt knh phn phi m cha c cng ty BHNT no Vit Nam thc hin qua bu in. nh gi mt cch khch quan nht, trong thi gian qua vic hp tc gia ngn hng v Cng ty bo him Vit Nam mi dng li hnh thc s khai, ch yu l vic ngn hng to iu kin v khng gian cng ty bo him n bn hng ti ngn hng. Cho n nay, kt qu hp tc gia cng ty BHNT v ngn hng Vit Nam cn rt hn ch, cha tng xng vi tim nng ca hai bn. n cui nm 2004, doanh thu ph bo him qua h thng ngn hng Vit Nam cha t 1% tng doanh thu ph, trong khi , t l ny Hng Kong l 45%, Singapore l 18%, Malaysia l 12%, n l 20%, Thi Lan l 12% v Prudential Asia Corporation t 17%.

25

Cha bao gi s cnh tranh gia cc cng ty bo him cng nh gia cc ngn hng li tr nn gay gt nh hin nay. Bn cnh nhng cuc chy ua li sut nhm thu ht khch hng hnh thnh mt xu hng mi: cc ngn hng lin kt vi cc cng ty bo him pht huy th mnh ca nhau. Bng chng l gn y cc ngn hng v cng ty bo him trn c nc v ang trin khai cc hp ng hp tc trong mt s lnh vc, hp tc ton din. Bng sau y s thng k nhng lin kt Ngn hng Bo him hin c Vit Nam v mt s nt chnh ca vic lin kt. Cng ty bo him Prudential Bo Vit Manulife AIAV Ngn hng lin kt Vietcombank, ACB, Agribank BIDV, Techcombank, EAB. Western Bank, EAB. HSBC, BIDV, ICB, Southern Bank, VIB.

Nhn xt: AIA c s lng i tc ngn hng nhiu nht v a dng nht (t ngn hng thng mi nh nc n ngn hng c phn, ngn hng nc ngoi).

a) Prudential Ngn hng ngoi thng Vit Nam (Vietcombank) v PrudentialNgn hng nng nghip v pht trin nng thn (Agribank): k hp ng lin kt (do Prudential ngh). Thu chi h bo ph: Khch hng ng bo ph thng qua ngn hng di 2 hnh thc: thanh ton trc tip bng tin mt hoc chuyn khon vo ti khon ca Bo him hoc ng bo ph qua ATM. (VCB qua hp tc vi Prudential c hn 100.000 th ATM c cp). i l bo him: Ngn hng c nhn vin sang tp hun nghip v ti cng ty bo him nhng cc nhn vin ngn hng cn phi thc hin cc nghip v ngn hng nn hiu qu cha ng tm v tim nng ca 2 bn. Cng ty Bo him thu mt bng t bn t vn. Ngn hng cha ch trng u t cng ngh phc v cho vic lin kt.

26
b) Prudential - Ngn hng thng mi c phn Chu (ACB) : Thu chi h bo ph: Khch hng ng bo ph thng qua ngn hng di 2 hnh thc: thanh ton trc tip bng tin mt hoc chuyn khon vo ti khon ca bo him. i l bo him: khi khch hng c nhu cu mua bo him, nhn vin ngn hng s gii thiu khch hng cho cng ty bo him. Ngn hng cho cng ty bo him thu mt bng t quy t vn

a) Bo Vit Ngn hng u t v pht trin Vit Nam (BIDV): Thu chi h bo ph di hnh thc: thanh ton trc tip bng tin mt hoc chuyn khon vo ti khon ca bo him. Vic thanh ton bo ph qua ATM c ln k hoch, ch cn ch ph duyt v trin khai. i l bo him: khi khch hng c nhu cu mua bo him, nhn vin Ngn hng s gii thiu cho bn bo him. Cho cng ty bo him thu mt bng t bn t vn. BIDV khuyn mi sn phm "Bo him tai nn con ngi" ca Bo Vit cho khch hng gi tit kim, s tin bo him s t l thun vi s tin gi v thi hn gi, gi tr bo him c th ln ti 100 triu ng. b) Bo Vit Ngn hng TMCP K thng (Techcombank): Techcombank thc hin thu chi tin mt ti ch, dch v thanh ton t ng v chi tr bo ph cho cng ty bo him. a ra hai sn phm mi c coi l sn phm kt hp ngn hng - bo him ng ngha u tin ti Vit Nam: Gi Tit kim Gio dc ti Techcombank c min ph bo him An Tm Tit Kim ca Bo Vit v sn phm Tn dng Nh mi, t xn gn vi loi hnh An Tm Bo Tn ca Bo Vit. H tr cc cng thanh ton in t v cc dch v thanh ton hin i cho Bo Vit nhn th, cung cp cc dch v ngn hng khc nh dch v , dch v thanh ton t xa Telebank, dch v lm th v tr lng qua ti khon. u t cng ngh: Tha thun lin kt hp tc trong vic nghin cu, pht trin cc sn phm Bancassurance, u tin sn phm bo him tit kim, bo him ngi vay.

27
c) Bo Vit Ngn hng ng : k hp ng hp tc ton din. EAB thu chi h bo ph cho khch hng ca Bo Vit thng qua tt c cc knh giao dch. u t cng ngh: Pht hnh Th lin kt a nng Ti Chnh Bo Him cho hn mt triu khch hng hin c ca Bo Vit. Ngoi nhng tin ch ca th a nng ng , Th lin kt a nng Ti chnh Bo him cn c thm nhng ng dng chuyn bit cho sn phm ca Bo Vit, nhm phc v tt hn nhu cu ca khch hng.

Manulife Ngn hng thng mi c phn ng (EAB): k hp ng lin kt (do Manulife ngh). Thc hin thu chi h bo ph: Khch hng ng bo ph thng qua ngn hng di 2 hnh thc: thanh ton trc tip bng tin mt hoc chuyn khon vo ti khon ca Bo him hoc ng bo ph qua th ATM lin kt. i l bo him: gii thiu sn phm bo him n khch hng Cho thu mt bng t bn t vn. u t cng ngh: Pht hnh Th lin kt ng Manulife vi y nhng tin ch ca th a nng ng v c hng nhiu dch v u i hp dn khc: m th min ph, min ph thng nin trong 2 nm. Ngoi ra, khch hng khng cn k qu 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 s trch ti khon ca khch hng khi n k ng ph bo him.

a) AIA - Ngn hng Phng Nam ( Southern Bank): Thu chi h bo ph: Khch hng ng bo ph thng qua ngn hng di 2 hnh thc: thanh ton trc tip bng tin mt hoc chuyn khon vo ti khon ca cng ty bo him (khng ng bo ph qua ATM). i l bo him: khi khch hng c nhu cu mua bo him, nhn vin Ngn hng s gii thiu khch hng cho cng ty bo him.

28
b) AIA Ngn hng u t v pht trin Vit Nam (BIDV): K hp ng hp tc ton din trong kinh doanh v u t: t mua h chng khon, mua v bn li chng khon cho n vic BIDV xem xt cp hn mc tn dng cho AIA. Ngn hng cung cp dch v trn gi cho nhn vin v khch hng bo him Thu chi h bo ph: Khch hng ng bo ph thng qua ngn hng di 2 hnh thc: thanh ton trc tip bng tin mt hoc chuyn khon vo ti khon ca cng ty bo him. Vic thanh ton bo ph qua ATM c ln k hoch, ch cn ch ph duyt v trin khai i l bo him: Ngn hng c nhn vin n cng ty bo him hun luyn nghip v. Khch hng n ngn hng c th xem cc Brochure tm hiu v sn phm bo him, c thc mc th nhn vin Ngn hng s gii p. Khuyn mi sn phm bo him Tai nn con ngi cho khch hng gi tit kim theo t huy ng vn (do li sut ca ngn hng quc doanh khng cnh tranh ni vi cc ngn hng khc do s khng ch li sut ca ngn hng nh nc), gn y nht l khuyn mi sn phm bo him tai nn con ngi cho ngi s hu th Power (th c nhiu chc nng hn cc th khc, nhng ph m th v ph giao dch kh cao, tin k qu l 100.000 ng). c) AIA Ngn hng quc t (VIB Bank): i l bo him: Phn phi cc sn phm bo him nhn th v cc sn phm bo hm b sung ca AIA. Tng hp ng bo him An tm bo gia ca AIA cho khch hng tham gia chng trnh Cho vay tn chp cn b qun l iu hnh

Bo him ngi vay (bo him tn dng): Cng ty bo him cung cp dch v bo him cho khch hng vay tin trong ngn hng m bo kh nng chi tr cho ngn hng trong trng hp khch hng gp ri ro, mt kh nng chi tr. Ngn hng h tr cc cng thanh ton in t v cc hnh thc thanh ton cho hot ng bo him nh thu chi tin mt ti ch, dch v thanh ton t ng v chi tr ph bo him qua chuyn khon ti ngn hng hoc thanh ton th vi thit b chp nhn th POS hoc my ATM., dch v qun l tin mt tp trung, dch v thanh ton t xa.

29
Th lin kt a nng ti chnh bo him: khch hng c th s dng th ny ng bo him qua ngn hng trong nc v ngay c khi ang nc ngoi (mi c a ra theo hp ng gia ng - Bo Vit, nhng cha trin khai trn thc t). S dng dch v ca bo him trong cc chng trnh khuyn mi ca ngn hng v ngc li.

Mc tiu ca nh nc t ra l phn u n cui nm 2010 c 10% dn s tham gia bo him nhn th, doanh thu ph t 31.000 t ng, t trng doanh thu bng 3,25% GDP, tng trng np ngn sch nh nc l 20%/nm. Tc tng trng bnh qun ca lnh vc bo him nhn th l 28% nm v tng u t ca bo him nhn th vo x hi t 75.000 t ng. Vy lm cch no cc doanh nghip bo him Vit Nam c th t c mc tiu ny cng nh tn ti c trc sc p ca th trng, khc phc c nhng kh khn trn? Chng ta c th nhn thy ngnh cng nghip bo him Vit Nam t c s pht trin mnh nh vo s thnh cng ca cc i l bo him truyn thng. Hiu qu ca cc i l cng c khng nh khi chng gn nh nm c quyn trong vic phn phi c sn phm bo him phi nhn th v nhn th. Mc d t c nhng thnh cng ln, nhng trc p lc ca chi ph ang tng ln v s thay i trong vic phn loi li khch hng dn n vic phi thay i chin lc marketing v c bit l chin lc phn phi sn phm, s dng thm nhiu knh phn phi: nh bn qua bu in, qua in thoi, internet v qua ngn hng. Mi knh phn phi s nhm n mt i tng khch hng khc nhau, v th chng va h tr, va mu thun, cnh tranh nhau mang li nhiu la chn sn phm v dch v a dng, phong ph hn cho khch hng. Trong nhng knh phn phi ny th vic phn phi bo him qua ngn hng ha hn s pht trin mnh. S xut hin ca knh phn phi qua ngn hng s: - Lm gim p lc b nh hng t mt knh phn phi duy nht gim thiu ri ro trong kinh doanh do cnh tranh v do bin ng ca th trng.

30
- To ra ng lc v p lc cnh tranh gia cc knh phn phi t hon thin cht lng ca tng knh. - Tng kh nng a ra nhiu sn phm qua nhiu mng li khc nhau. - em li li ch cho cc i tng tham gia.

Hot ng bancassurance ti Vit Nam cn vt qua cc thch thc sau: Khch hng cha quen vi vn ho bn hng, c bit vn ho bn l trong khi hot ng bo him cn phi tm khch hng bn. Theo quy nh hin hnh ca Vit Nam, khi bn hng cn phi c ch k nn vic thc hin direct-marketing hoc telemarketing tr nn phc tp.

Mc d kt qu hot ng bancassurance Vit Nam trong thi gian qua cn rt khim tn nhng hot ng ny rong thi gian ti c trin vng rt ti. C s nhn nh ny l: H thng ngn hng VN ang trong qu trnh hin i ha c s h tng: ATM, th khu tr (debit card), th tn dng (credit card), trung tm in thoi (call centre), ni mng trong h thng cc ngn hng, dch v nhn v chuyn tin, chuyn khon ra nc ngoiHin nay, c khong 1,5 triu khch hng s dng ATM vi khong 1100 my ATM trn ton quc. Cc ngn hng ngy cng ch n li ch t vic hp tc vi cc cng ty bo him qua s thu nhp ngoi li cho vay nh t thu ph s dng ATM, ph chuyn khonthm ch, trong n thnh lp tp on, Vietcombank xy dng k hoch thnh lp mt cng ty bo him nhn th trc thuc. Hin nay Vietcombank c tha thun hp tc vi Bo Vit, Pjico v Prudential. Nhiu ngn hng nm gi c phn ca cc cng ty bo him. V d, Tm nhn chin lc ca BIDV l tr thnh nh cung cp ton b cc dch v ti chnh cho khch hng v tp trung vo vic pht trin cc sn phm c gi tr gia tng, l mt im yu duy nht p ng tt c cc nhu cu v ti chnh v bo him ca khch hng.

31
Theo nh gi ca Swiss Re, cc ngn hng v cc nh bo him chu c nhiu ng lc pht trin hot ng bancassurance. L do l v cc doanh nghip bo him chu quan tm n bancassurance nh l cch a dng knh phn phi. prudential Vit Nam t mc tiu 5% doanh s qua knh bancassurance vo nm 2005. Do tc ng ca vic hi nhp trong lnh vc ngn hng v bo him lm cho s lng ngn hng v bo him ngy cng tng, s cnh tranh lm gim bin li tc ca cc doanh nghip, thc y vic tm kim cc ngun thu nhp cho doanh nghip thng qua hp tc lin ngnh. Hin nay Vit Nam c 77 ngn hng, trong c 6 ngn hng quc doanh, 37 ngn hng c phn, 4 ngn hng lin doanh, 27 chi nhnh ngn hng nc ngoi v 13 cng ty ti chnh v cho thu ti chnh. V pha ngnh bo him, hin c khong 25 cng ty bo him gc, trong c 8 cng ty bo him nhn th v nhiu cng ty c th c cp giy php trong thi gian ti. Theo cam kt ca Vit Nam vi WTO v hip nh thng mi VitM, trong thi gian ti Vit Nam tip tc m ca th trng, trong c lnh vc ngn hng v bo him. Vic c phn ha cc ngn hng v cc cong ty bo him quc doanh cng l nhn t tc ng tch cc n hot ng ca bancassurance. H thng ngn hng Vit Nam c mng li v khch hng rt ln. Bn cnh , cc ngn hng Vit Nam ngy cng ch trng n th trng c nhn. Do vy, nu khai thc c h thng ngn hng, cc doanh nghip bo him s c thm mt knh phn phi ln v y tim nng. Chng hn. Vietcombank c 100 chi nhnh, c i din nhiu nc, chim 20% th phn tin gi, 50% th trng th v l doanh nghip i u trong vic cung cp cc sn phm tn dng th chp di hn (nh tn dng mua nh). Nn kinh t pht trin vi tc cao v kh n nh; thu nhp kh dng ca dn chng tng; s nhn thc v bo him ca dn chng ngy cng cao trong khi t l dn s tham gia bo him cn thp. Chng hn vi BHNT, hin nay mi c khong 8% dn s c hp ng bo him.

32

L cng ty u tin p dng thnh cng m hnh Bancassurance ti Vit Nam

L cng ty u tin c sn phm ring bit dnh cho ngn hng o to v cp giy chng nhn gn 500 nhn vin ngn hng bn bo him

xy dng c quy trnh hot ng tng thch vi h thng ngn hng.

C chng trnh o to v bo him nhn th qua ngn hng vi nhiu cp dnh cho nhn vin ngn hng

C quy trnh thm nh nhanh chng Doanh s tnh n 9/2006 tng 100% so vi c nm 2005.

T nm 2001 8/2006, cng ty lin kt vi ngn hng HSBC phn phi nhng sn phm bo him qua ngn hng. l nhng sn phm BHNT thun ty (ordinary life OL) v bo him ti nn & sc khe (Accident & Health A&H). Thc cht, y l mt knh phn phi sn phm ca cng ty bo him ngoi cc knh truyn thng l i l bo him. So vi cch phn phi truyn thng, cch phn phi ny gip tit kim chi ph v cc i l bo him khng phi tn cng sc tm khch hng thm d th trng, trong khi cc ngn hng c sn mt c s khch hng vng chc. Trong giai on u trin khai hot ng, cng ty gp nhiu kh khn v nhng sn phm bo him bn ti ngn hng l nhng sn phm phc tp v kh thuyt phc khch hng. n nm 2006, hot ng bancassurance bt u pht trin thnh cao tro. Ngoi sn phm bo him thun ty, c s phi hp vt bc, cng ty thit k v pht trin cc sn phm kt hp vi nhng sn phm ca ngn hng gi chung l sn phm bo him tn dng.

33
n thng 8/2006, cng ty cho ra i sn phm mang tn An Nghip Bo Tn. y l dng sn phm bo him nhm, c thit k theo loi hnh cho vay ca ngn hng (cho vay tiu dng, mua nh, mua t...). Lc ny, c thm bn ngn hng tham gia: Ngn hng Phng Nam, Ngn hng u t v pht trin Vit Nam, Ngn hng quc t VIB Bank, Ngn hng cng thng Vit Nam. Doanh thu sn phm nm 2006 ca AIAV (ph nm u) (n v tnh: triu ng): Phn b theo ph : 525triu v 1820 khch hng.
1095

615 399

75
OL CL

52
PA

110

Theo kinh nghim ca AIA trn th gii v ti cc nc trong khu vc, sn phm u tin nn a vo phn phi qua ngn hng l cc sn phm ngn hn, n gin v c th c bn km vi cc sn phm ca ngn hng. An nghip Bo tn (ANBT) ca AIA l sn phm mang y nhng c tnh ny. Tn ca sn phm An Nghip (v pha khch hng- khi mua ANBT, khch hng c th an tm lp nghip) v Bo Tn (v pha ngn hng- khi mua ANBT, ngn hng c th bo v c khon vay). ANBT c bn km vi cc khon vay c nhn ca Ngn hng, nh cho vay tiu dng, cho vay mua nh, t... ANBT l sn phm Bo him Tn dng Nhm T k Tn dng Ti tc Hng nm. y l sn phm nh k cung cp trn c s tng nhm i tng khch hng. Ngi c bo him s c bo him khi c ri ro t vong xy ra do mi nguyn nhn(tr cc nguyn nhn c quy nh trong cc iu khon loi tr) vi thi gian bo him 24/24 gi v trn phm vi ton cu.

34
S tin bo him s c AIA chi tr trc tip cho ngn hng tr khon d n m ngi c bo him cn n ngn hng.

Cc ngn hng thng nh gi cc khon vay trn c s ri ro. Ri ro cng cao th ph ri ro (li sut cho vay) cng cao. Khi a bo him nhn th thnh iu kin bt buc trong thm nh cho vay c nhn, ngn hng cn nhc ti vic gim mt phn ph ri ro cho khch hng v ri ro lien quan c bo him. Thm vo , vic gim chi ph ny khng nhng ch bao gm ph ri ro, m bao gm cc chi ph hnh chnh khc lin quan n vic thu hi n khi c ri ro xy ra( nh chi ph pht mi ti sn m bo, chi ph php l...). Ni cch khc, khi khch hng s hu mt hp ng bo him nhn th, trn thc t, khch hng c hng mt mc li sut u i hn nhng khch hng khng c bo him.

Qun l ri ro hiu qu: - nh gi ri ro : Theo nguyn tc chung, gi ca cc khon vay(li sut) phi c xc nh trn c s ri ro c lin quan v mc li nhun mong mun ca ngn hng. Tuy nhin, mc d ri ro t vong ca khch hng l c hu, nhiu ngn hng cha a ri ro vo qu trnh nh gi, dn n tnh trng nh gi ri ro thp hn thc t. Gii php qun l ri ro l ngn hng cn nng cao li sut cho vay m bo nh gi . Hoc ngn hng gi nguyn li sut hin ti v yu cu khch hng mua bo him nhn th bt buc cho khon vay vn lin quan. - Chuyn giao ri ro: Cng nh cc t chc kinh doanh khc, Ngn hng thu li nhun t vic kinh doanh ri ro. Tuy vy, ngn hng lun tm kim nhng c hi c th chuyn giao ri ro bt c khi no c th, nu vic chuyn giao ny khng qu tn km v ngn hng vn duy tr c mc li nhun mong mun.

35
Vi mt chi ph va phi i vi khch hng, trong trng hp khch hng l ngi trc tip ng ph bo him ( hoc trong nhiu trng hp v chi ph khng ln, ngn hng quyt nh mua bo him nhn th cho khch hng qun l ri ro v chi ph bo him c tnh gp vo li sut khon vay, bo him nhn th hin c coi l mt trong nhng gii php chuyn giao ri ro hiu qu v ng vai tr quan trng trong vic kim sot n tn ng ti cc ngn hng thng mi. - To thu nhp phi ri ro: Do s lng ngi tham gia bo him ln, hoa hng t ph bo him s l mt khon thu nhp ng k i vi ngn hng. Tng thu nhp phi ri ro l mt trong nhng mc tiu hng u trong chin lc kinh doanh ca nhiu ngn hng. Sn phm mang tnh x hi: ANBT c coi l sn phm mang tnh x hi cao. V, ngay c khi ngn hng cho vay c th chp (v d: nh ca), do khung php l nhiu quc gia kh thc thi, khng phi lc no ngn hng cng c th pht mi ti sn th chp i n. Ngay ti cc nc pht trin, mc d ngn hng hon ton c quyn pht mi ti sn th chp i n. Ngay ti cc nc pht trin, mc d ngn hng hon ton c quyn pht mi ti sn th chp, cc ngn hng cng gp mt s kh khn v mt x hi. Khi nhng ngi vay vn l ngi tr ct trong gia nh va mi qua i, v nhng ngi thn trong gia nh ca h ang trong trng thi khng hong c v ti chnh ln tinh thn, vic ngn hng n ly nh ca ca ci ca gia nh h em bn thu hi n c th b coi l v nhn o.

36

a ra nhng gii php ph hp, cn thit phi tm ra l do lm cho tho thun hp tc bancassurance gia ngn hng v cng ty bo him ti Vit Nam trong thi gian qua cha em li hiu qu nh mong i. ng thi phi thy u l nhng yu t quyt nh s thnh cng ca hot ng bancassurance thng qua vic tham kho m hnh hot ng bancassurance mt s nc. T , tm ra nhng bin php nhm thc y s pht trin hot ng bancassurance Vit Nam.

C hng lot cc l do lm cho tho thun hp tc bancassurance gia ngn hng v cng ty bo him ti Vit Nam trong thi gian qua cha em li hiu qu nh mong i. Do hot ng bancassurance mi giai on u nn cc ngn hng v cc cng ty bo him cha nhn thc y li ch t bancassurance nn cha c cam kt song phng mnh m cng nh cha c kinh nghim trong vic la chn cch lm ph hp. c bit, cc ngn hng cha tch cc tham gia trong tho thun hp tc nn hot ng bancassurance Vit Nam vn l mi tnh n phng ca cc cng ty bo him. Bn cnh , cc ngn hng quc doanh t nhiu vn cn mang trong mnh phong cch kinh doanh quan liu, ca quyn v khng sn sng thay i phng thc qun l, kinh doanh, do vy c th kh ph hp vi vic cung cp sn phm bo him.

Cng ty bo him, trc khi trin khai knh bn hng ny, cha thit k c nhng sn phm n gin v c hiu qu cao. Cng ty bo him, trong khi trin khai knh bn bn hng ny, cha gii quyt c cc mu thun gia knh bn hng ny vi nhng knh bn hng c, chng hn nh knh bn hng qua t vn vin bo him.

37
Sn phm bo him nhn chung cha ph hp vi vic bn qua ngn hng. Cho n nay, c rt t sn phm chuyn bit bn qua ngn hng. Hin nay, trn 90% doanh thu ph BHNT ca th trng Vit Nam l t cc sn phm tit kim, do vy 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 cc sn phm bo him. H thng ngn hng vn e ngi trong vic chia s thng tin. Cho n nay Vit Nam vn cha c quy nh r rng v vic bo v d liu cng nh cha c hng dn v vic ngn hng c lm g. iu ny dn n s e d ca ngn hng trong hot ng bancassurance. Hot ng ca h thng ngn hng Vit Nam vn ch yu tp trung vo khch hng l cc doanh nghip; khch hng c nhn cha c coi trng ng mc. Quan trng hn, cc ngn hng Vit Nam cha c s trung thnh cao ca khch hng. Do vy, lng khch hng tim nng cho cho bo him khng di do. Bn cnh , d liu v khch hng ca ngn hng hin nay cn kh s si nn vic tr gip cho khai thc bo him cn hn ch. a s khch hng l c nhn, khi tham gia bo him nhn th cha quan tm n yu t ri ro, li tp trung n yu t tit kim (li sut) trong bo him nhn th. Hin ti, Nh nc Vit Nam cha c nhiu chnh sch u i cho cc cng ty bo him nn cc cng ty bo him kh cnh tranh vi ngn hng v li sut. iu ny c ngha l, cng mt s tin ng cho cng ty bo him hoc gi ngn hng th li sut tin gi ca ngn hng bao gi cng cao hn li sut trong sn phm bo him nhn th ca cng ty bo him. a s khch hng l ngi dn Vit Nam u cha c thi quen mua bn trao i hng ha, nht l hng ha dch v v hnh (chng hn sn phm bo him nhn th) qua in thoi v qua mng Internet. Ngoi ra, ti Vit Nam, trong cc tng lp dn c cng cha hnh thnh nn thng l vay tin ngn hng mua tr gp nh hoc t. Khch hng cn t hiu bit v cc sn phm dch v bo him, ngn hng. n nay, phn ng khch hng cha quen hoc khng bit vic sn phm bo him c th c bn ti ngn hng. Mc d s lng khch hng gi tit kim cc ngn hng Vit Nam rt ln nhng phn ln dn chng cha c ti khon ti ngn hng; nhng ngi c ti khon th a phn cha c thi quen s dng dch v ngn hng (nh chuyn khon). Bn cnh , phn ng dn chng vn cha c tp qun bo him, cn cc cng ty bo him cha to lp c uy tn, hnh nh mnh m trong dn chng. Cc ngn hng v cng ty bo him Vit Nam cha gii quyt tt cc vn cn thit ca hot ng bancassurance nh: o to i ng bn hng, th lao, cch thc tip cn vi khch hngtrn thc t, vic o to bo him cho nhn vin ngn hng mi c thc hin mc s si v ni dung o to cho nhn vin ngn hng khng c khc bit nhiu so vi o to i l nn d gy nhm chn i vi ngi hc.

38
Thiu s nht qun t trn xung di ca cc ngn hng trong thc hin tho thun. Trn thc t, cc cng ty bo him k tho thun chung vi tr s chnh ngn hng nhng khi trin khai ti cc chi nhnh ngn hng thng gp kh khn, chng hn cc chi nhnh khng s dng ng mc ph, mc th lao tho thun, khng cung cp khng gian, d liu khch hng. Dng nh cc chi nhnh ngn hng vn c lnh a ring ca mnh ti cc a phng.

H thng php lut iu chnh hot ng bancassurance Vit Nam cn nhiu bt cp, lm cho cc ngn hng v Cng ty bo him lng tng trong p dng. Thc t cho thy, khi thc hin mt chnh sch, cch lm mi (v d nh bancassurance), cc ngn hng, cng ty bo him khng hiu r c chnh sch, cch lm ca mnh c ph hp vi cc quy nh ca php lut hay khng. Bn bo him qua ngn hng thc hin di hnh thc nh ngn hng in t (ebanking), gi th trc tip (direct mail), in thoi (telemarketing), tin nhn in thoi di ng (mobile sale)Tuy nhin, hin ti Vit Nam, cc chi ph bu chnh vin thng cn qu cao, nht l cc ph in thoi di ng. Tt c cc l do trn khin cho th trng bo him Vit Nam cha pht trin knh bn bo him qua ngn hng. Nhng trc mt, vi tin trnh t do ha thng mi mt n gn, th trng bo him Vit Nam chc chn s xut hin knh phn phi sn phm mi m ny.

Xc nh m hnh hp tc ph hp v c mc tiu r rng

Ty theo iu kin ngun lc ca hai bn v trnh pht trin ca th trng m hai bn c th xc nh cho mnh m hnh ph hp. Tuy nhin, m hnh hp tc khng phi l yu t quan trng quyt nh s thnh cng ca bancassurance. Sn phm ph hp

Trc ht, hot ng bancassurance thnh cng cn phi c sn phm ph hp. Theo Allen J. Pathmarajah, m hnh kinh doanh hp l nht l bt u bng cc sn phm n gin. Vic p dng sch lc ny s gip cp nht thng tin khch hng, phn on c s d liu khch hng thc hin marketing hiu qu hn v thu c li nhun t vic u t t v ri ro thp.

39
Sau , c th m rng m hnh ny vi cc sn phm khc. Sn phm phi c la chn mt cch tht k cng v phi c s ng thun ca c hai bn: ngn hng v cng ty bo him. Theo Muguel Alferieff Ph ch tch khu vc Chu ca SCOR Vie, t kinh nghim ca Php, giai on bt u ca bancassurance, sn phm bo him nn c c im gn vi hot ng chnh ca ngn hng, sau c th a dng. iu ny lm cho khch hng v lc lng bn hng d dng hiu c sn phm. Vic bn sn phm vi t quyn li gip c th a ra mc ph thp v c th p dng quy trnh nh gi ri ro v quy trnh Marketing n gin v chuyn bit. iu ny ph hp vi bc trin khai v ngn hng cha c nhiu kinh nghim v iu kin thc hin nh gi ri ro v quy trnh marketing n gin v chuyn bit. iu ny ph hp vi bc u trin khai v ngn hng cha c nhiu kinh nghim v iu kin thc hin nh gi ri ro mc cao. ng thi, phi lun lng nghe nhu cu ca khch hng. Tuy nhin, cng ging nh bn cc sn phm bo him qua cc knh khc, vic bn cc sn phm qua knh bancassurance cng i hi vic o to, marketing, cc bin php khuyn khch, chnh sch th lao, quy trnh nh gi ri roph hp. Thc hin phn on th trng ty theo hnh thc hp tc, cch thc bn hng (qua i l, qua nhn vin ngn hng, qua th) v theo sn phm. Theo mt s nghin cu, tui cng thp th kh nng mua bo him qua ngn hng cng cao. Trong s nhng ngi nhn bit c vic ngn hng bn bo him, vi tui t 18-34 kh nng mua bo him qua ngn hng l 34% trong khi vi tui t 65 tr ln kh nng ny l 17%. L do l v, nhng ngi tui cao bo him kh y v c quan h bn vng vi cc nh t vn ti chnh (chng hn, i l bo him), c xu hng a thch knh phn phi truyn thng. La chn i tc ph hp: Vic la chn i tc cng ng vai tr tin quyt i vi s thnh cng ca bancassurance. Trc ht, vic la chn i tc c uy tn, thng hiu tt gip cc bn c th pht huy v b sung cho uy tn, thng hiu ca mnh. Tuy nhin theo quan h bin chng, vic thc hin bancassurance khng tt c th nh hng tiu cc n uy tn, hnh nh ca cc bn tham gia. Tip n, cn chn i tc c ngun lc (con ngi, c s d liu, khng gian) tt c th trin khai bn bo him. Nh vy, hai bn cn hiu r kh nng v im mnh ca nhau. Khi tm kim i tc, cc bn hp tc- ngn hng v cng ty bo him cng cn phi xc nh r s c yu cu thay i trong vn ha kinh doanh ca cc bn.

40
V hp ng hp tc, cc quyn v ngha v trong hp ng bancassurance cn c xc nh r v khng bao hm s thay i n phng. Quan h gia cng ty bo him v ngn hng v cng ty bo him v i l. Ngn hng i din cho cng ty bo him bn sn phm. Cc iu khon v thi hn hp ng, thi hn thng bo ti tc hoc hy b hp ng, hoa hng, hoa hng ti tc, phn chia li nhun, vic s dng d liu khch hng v thng hiu cng nh vic pht trin cc sn phm bancassurance, tnh c quyn v qun l ti sn cn c th hin r trong hp ng. u t cc ngun lc ph hp, bao gm: c s vt cht (khng gian, my tnh), ti chnh v con ngi c th thc hin c bancassurance. C s cam kt mnh m t hai pha, c bit s ng h mnh m ca cc nh lnh o cao cp ca hai bn. ng thi, nhn vin ngn hng cn c tinh thn thi phc v - vn ha bn hng, vn ha dch v- p ng cho vic bn bo him. im khc bit gia ngn hng v cng ty bo him l khch hng ca ngn hng thng tm n ngn hng yu cu sn phm, dch v ngn hng trong khi cc cng ty bo him phi i tm khch hng bn sn phm. Bn cnh , sn phm bo him thng phc tp hn rt nhiu so vi cc sn phm ngn hng v trong kinh doanh bo him, dch v khch hng ng vai tr rt quan trng. X l tt cc mi quan h v mu thun trong hp tc Ngn hng cn sn sng chp nhn s thay i, c bit trong thay i vn ha kinh doanh. Khi tin hnh bancassurance, cc bn cn phi vt qua s mu thun v cc mc tiu, khch hng. Vic cung cp cc sn phm bo him qua ngn hng c th dn n s mu thun v c s khch hng v sn phm bo him c th thay th cc sn phm ngn hng mc nht nh v ngc li. Php lut iu chnh ph hp

Ti Hng Kng v Singapore, hai th trng khng c quy nh gii hn v hot ng ca Bancassurance, cc ngn hng t lu thc hin bancassurance v t c nhng kt qu rt ng ch . Ti Nht Bn, t thng 10/2002, sn phm nin kim c php lut cho php bn qua ngn hng v doanh s bn ca sn phm nin kim bin i qua ngn hng tng ln mt cch t bin. Trong khi , ti mt s nc Chu nh Trung Quc, do s gii hn ca php lut nn cc ngn hng ch c th ng vai tr l ngi phn phi cho Cng ty bo him. Ti M,trc nm 1999 hot ng kinh doanh bo him khng c ngha quan trng i vi ngn hng v BHNT khng phi l gii php chin lc ca a s ngn hng M. Vi s ra i ca o lut Gramma-Leach-Bliley, doanh thu hp ng mi ca sn phm nin kim qua h thng ngn hng chim t trng 17% trong tng s doanh thu sn phm mi ca tt c cc knh phn phi.

41

hot ng bancassurance thnh cng, cn c s hp tc cht ch t hai pha: ngn hng v cng ty bo him. Phi c s cam kt mnh m t pha ngn hng v cng ty bo him tt c cc cp thc hin, c bit l cam kt ca cp lnh o cao nht. ng thi phi t chc tt vic thc hin tha thun bancassurance trn thc t v u t thch hp thc hin knh phn phi ny. c bit, phi u t thch ng vo cng ngh thng tin, phc v xy dng, lu tr v khai thc d liu khch hng. ng thi mi bn phi a ra nhng bin php ring nhm pht trin knh phn phi bo him qua ngn hng.

Hin nay ngi dn mun mua bo him thng mi ch bit n knh phn phi qua i l v mi gii, do knh phn phi sn phm bo him qua ngn hng c th pht trin th cn phi y mnh hn na vic qung co, ph bin n mi tng lp dn c li ch m h c th nhn c khi mua bo him qua ngn hng. Thit k cc sn phm bo him nhn th mi vi thi gian bo him linh hot, bo ph thp, ph hp vi c im ca cc dch v ngn hng khch hng c thm nhiu s la chn. ng thi, cc cng ty bo him nhn th nn kt hp vi ngn hng nng cao dch v hu mi cho khch hng nh: s dng mt vi dch v ngn hng min ph, hng mc li sut u i, Cn pht trin cc sn phm c kim nghim thnh cng ti cc th trng khc. l: nin kim: (annuities), bo him gn vi d n tn dng (Credit life), bo him ngi gi tin (depositors insurance), bo him thng tt, bo him xe my, t, bo him du lch, bo him nh t nhn. Cc sn phm bancassurance thng gn vi cc khon vay th chp, chng hn khon vay th chp gn vi bo him t k c s tin bo him gim dn. S dng linh hot i ng bn bo him: c th s dng kt hp nhn vin ngn hng, cc nh t vn ti chnh, cc nh mi gii, i l bo him ty thuc theo m hnh hp tc gia ngn hng v cng ty bo him, tnh cht phc tp ca sn phm, trnh ca i ng bn hng, thi gian hai bn thc hin hp tci vi cc sn phm n gin, c th s dng lc lng nhn vin ngn hng, tuy nhin i vi cc sn phm phc tp hn th i hi phi c phn phi thng qua cc nh t vn c bit.

42
Vic thit k ch th lao cho ngn hng cn phi m bo khuyn khch i ng nhn vin ngn hng trc tip bn hng cng nh i ng lnh o ngn hng. Vi kinh nghim ca mnh, cc cng ty bo him c th t vn cho ngn hng i tc, cch phn chia th lao cho cc cp. Cn phi c cch tip cn vi khch hng ca ngn hng mt cch ph hp. Chng hn, c th kt hp vic khai thc c s d liu khch hng vi vic bn hng qua in thoi: gi in cho cc khch hng ca ngn hng bn bo him. ng thi, cn thc hin tt vic qung co, tuyn truyn dn chng hiu hn v s dng v s dng cc sn phm ngn hng cng nh bo him. t c hiu qu cao nht trong hat ng bancassurance, cng ty bo him cn a ra cc tiu ch la chn cc i tc lin kt thch hp:

i vi vic bn bo him qua ngn hng : Nu tha thun c mc hoa hng,

m bo cung ng dch v tt th u c th lm i l ca cc cng ty bo him. Cc ngn hng s c nhn vin qua tp hun theo chng trnh ca cng ty bo him v nghip v t vn, giao dch vi khch hng, cc iu khon hp ng bo him

Trong vic a ra cc dch v bo him cho khch hng ca cc ngn hng ( s

dng trong cc chng trnh khuyn mi): tha thun c mc ph bo him, iu kin bi thng, v cch thc tin hnh bi thng th c th cung cp dch v ny cho khch hng. Khng ngng m rng phm vi phc v t cng nghip ti nng nghip, t thnh th ti nng thn nhm tng xng vi tim nng ca ngnh ni ring, ca ton b nn kinh t ni chung. Xy dng gii php nhm hn ch s xung t gia knh phn phi truyn thng (cn b/i l) vi knh phn phi qua Ngn hng. Nng cao cht lng dch v bo him trn th trng th hin qua kh nng bi thng tn tht, mc chi tr hp ng dch v bo him, chnh sch chm sc khch hng, thc hin nghim chnh cc cam kt nhm lm tng cht lng dch v bo him t thu ht c nhiu khch hng tiu dng sn phm hn. th trng bo him nhn th ca Vit Nam cha thc s pht trin, mt phn do mc sng ngi dn cn thp, tp qun cha quen mua bo him v mt phn do thiu nhng chnh sch khuyn khch mng dch v ny pht trin. Bancassurance s gn lin thng hiu ca ngn hng vi thng hiu ca cc cng ty bo him. Do , nu xy ra nhng trng hp nh: Cng ty bo him lm n km hiu qu, gian di, khch hng khng hi lng, cng ty bo him phi bi hon tin bo him trong mt v tai nn ln s nh hng nht nh n tm l ca khch hng v s tn nhim ca khch hng i vi thng hiu ca ngn hng. iu ny c th gy tm l e d ca mt s ngn hng trc khi hp tc vi cc cng ty bo him.

43

Phi nng cao cht lng dch v ngn hng nhm to iu kin thun li cho vic thanh ton ph bo him ng thi gip cho khch hng c th tip cn cc dch v khc ca ngn hng. Nhng nhn vin ngn hng bn bo him cn c o to v sn phm v k nng bn hng. Ngoi o to c bn ban u, cc nhn vin ngn hng cn c o to nng cao thng xuyn c th cp nht thng tin, nng cao k nng, kin thc. Pht trin ngun nhn lc c cht lng cao ph hp vi yu cu pht trin ca ngn hng trong c vic gi cc chuyn gia trong nc sang hc tp v cng tc nc ngoi. Ngoi cc kin thc v ngn hng, cn b ngn hng cn phi nm vng kin thc nn tng v bo him, c k nng marketing v k nng m phn k kt hp ng. T chc cc kha o to v Bancassurance cho cn b ca ngn hng trong c nc nhm chun b tt nht cho vic hp tc phn phi sn phm. Cc kha hc s cung cp cho hc vin nhng kin thc tng quan v c bn nht v bo him v cc sn phm s trin khai qua knh Bancassurance. Ngoi ra, ngn hng c th tp trung v tn dng khai thc i ng cc nhn vin ca ngn hng v ang lm t vn cho cc cng ty bo him cng nh ngn hng c th hc hi mt s kinh nghim cc cng ty bo him c kinh nghim quc t trong quan h vi khch hng, chin lc phn phi sn phm v marketing, Cc khch hng quen thuc ca ngn hng s a chung ngi cung cp l nhn vin ngn hng bi v nhng khch hng s thy tin cy hn l nhng li cho mi ngt ngo t cng ty bo him vi s ri ro cao. 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, thu ht v khi xng cc mi quan h vi khch hng thng qua vic gi th qung co, trao i trc tip v cc sn phm bo him Phi nhn thc c li ch ca vic kt hp vi bo him l 1 phng php phng chng ri ro thanh tan n vay kh hiu qu. Khi t c s lin kt cht ch hn na, Ngn hng kt hp vi cng ty bo him thit k sn phm kt hp ngn hng bo him han tan mi hng ti mt nhm khch hng chung. y l mt hng i mi ti Vit Nam v nu thnh cng s mang li nhiu li nhun cho ngn hng hn so vi cc sn phm kt hp thng thng.

44
Thit k chi tit d n trin khai sn phm kt hp ti khp cc chi nhnh, phng giao dch ca ngn hng (cc vn v marketing sn phm, v nhn s qun l, v vic lin kt vi cc i tc) Ngn hng cng cn phi a ra cc tiu ch c th trong vic la chn i tc lin kt: Trong vic thu chi h bo ph v tr lung cho nhn vin, cho thu mt bng t bn t vn: Hu ht cc ngn hng hin nay u tin hnh cc hat ng ny vi mc tiu huy ng ti a ngun vn t pha bo him, tng doanh thu cho ngn hng vi cng chi ph c sn do a phn cc ngn hng khi c cc cng ty bo him ngh lin kt th u chp nhn m khng c mt tiu ch hay iu kin no. Trong vic ngn hng lm i l cho cng ty bo him: C th ni vn duy nht c quan tm l hoa hng nhn c t vic gii thiu v phn phi sn phm ca cng ty bo him n khch hng ca mnh. Ch cn tha thun c mc hoa hng hp l cng nh nhng h tr ca cng ty bo him trong hun luyn nhn vin, cung cp ti liu Cc ngn hng c th xem xt thc hin Bancassurance vi nhiu cng ty bo him hoc mt cng ty bo him c th xem xt thc hin Bancassurance vi nhiu ngn hng nng cao hiu qu v m rng chin lc phn phi sn phm. Tuy nhin, ty vo iu kin c th m c th trin khai di nhiu hnh thc khc nhau: Ngn hng hot ng nh mt i l ca cng ty bo him hoc cng ty bo him b tr nhn vin bo him hot ng thng trc ti ngn hng.

Tng cng v i mi ng dng tin hc trong qun l, trong ch trng n vic xy dng h thng tin hc qun l iu hnh chung cho ngn hng v i mi ng dng tin hc qun l ti chnh k ton, tin hc qun l cc lnh vc kinh doanh mi nh bo him nhn th, ngn hng, qun l qu. Tip theo , cn u t v p dng cng ngh hin i, ng b lu gi c s d liu khch hng v x l cc vn k thut nhm nng cao tin ch sn phm khi khch hng s dng cng mt lc nhiu sn phm do ngn hng cung cp. Nng cao trnh v cng ngh thng tin ca ngn hng v cng ty bo him, trnh ny phi t n mc nht nh m bo lin thng d liu v c s khch hng, v c ch thu chi h, thanh ton nh k c bit l phn mm qun l tp trung hai bn c th gim st c kt qu hp tc mt cch thng xuyn.

45
Nghin cu xy dng cc sn phm bo him, sn phm ti chnh v sn phm bo him ti chnh kt hp ph hp vi nhu cu ngy cng a dng ca khch hng. Ngn hng cng cn r sot, ci tin th tc bi thng to thun li cho khch hng ng thi m bo tun th cht ch cc quy nh ca nh nc v hn ch n mc thp nht kh nng trc li bo him. Mt s sn phm bo him ca cc cng ty bo him c hnh thc tng t vi mt s sn phm ca ngn hng (tit kim tch ly, tit kim nh k). Hin nay, trn 90% doanh thu ph bo him nhn th ca th trng Vit Nam l t cc sn phm tit kim, do vy to ra s cnh tranh trc tip i vi tit kim ngn hng .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 thu ht khch hng vi cc cng ty bo him (i tc ca ngn hng). Tn dng 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:

Hin nay, h thng ngn hng vn cn e ngi chia s thng tin khch hng vi cc cng ty bo him. Do , hai t chc ny cn ch ng hn na trong vic to iu kin v khuyn khch i tc cung cp thng tin cho nhau Bancassuarance c thm nhiu iu kin pht trin. Thm mt yu t cng quan trng l c s d liu thng tin v khch hng. T u thp k 70, hot ng kinh doanh ca ngn hng c a dng ha vi nhiu hnh thc kinh doanh mi nh: h thng rt tin t ng ATM, h thng thanh ton t ng Chnh v vy, hu ht thu nhp v cc giao dch ca khch hng u c thc hin qua ngn hng. Tt c nhng giao dch u c lu tr vo trong h thng my tnh ca ngn hng v l c s khch hng cc k qu gi pht trin cc dch v khc, trong c hot ng bo him nhn th. Thng qua vic tip xc trc tip vi khch hng ca cc nhn vin ngn hng cng nh ca cc nhn vin bo him, ngn hng v cng ty bo him c th xy dng mt c s d liu tng i y v hon chnh v khch hng. T , hai bn d dng khai thc c s d liu mt cch lu di v hiu qu gp phn to iu kin thun li c th p ng c ngy cng cao cc nhu cu hp l ca khch hng, gn gi v gn b hn vi khch hng, ng hnh cng khch hng.

46
Tin hnh hp tc ti chnh gia cc ch th cung cp dch v bo him trong nc trn cc lnh vc nh: hp tc vi nhau trong lu thng cc sn phm bo him, trong giao kt cc bn hp ng bo him ln, t to th v lc trong hp tc ti chnh vi cc doanh nghip bo him quc t. Ngn hng cng nn m rng mi lin kt vi nhiu cng ty bo him, thc hin nhiu hnh thc Bancassurance nh lm i l bn sn phm bo him, u t nm gi c phn ti cc cng ty bo him, v thnh lp cng ty bo him trc thuc. Cc ngn hng v cc cng ty bo him c li do s dng uy tn, thng hiu v ngun lc ca c hai bn vo vic cung cp cc dch v bo him, tng cng cc dch v ngn hng, nh gip tit kim chi ph, tng kh nng cnh tranh v li nhun. Hai bn cn nhanh chng nghin cu trin khai cc sn phm u t, sn phm lin kt cng cung cp sn phm bo him ngn hng trn gi cho khch hng. Cng ty bo him phi kt hp vi ngn hng nng cao cht lng dch v hu mi v m rng chng trnh hu mi cho khch hng: Vay tin ngn hng thng qua hp ng bo him, u i trong s dng th ATM Nng cao tim lc ti chnh ca cc doanh nghip Vit Nam trong iu kin hi nhp su vo nn kinh t th gii bng vic gi vng an ninh ti chnh cho bn thn nhm c c s n nh v ti chnh, tnh hnh ti chnh minh bch trong cung cp dch v bo him v ngn hng, ng thi, tng cng tim lc ti chnh cho cc doanh nghip bng con ng c phn ho v thu ht vn u t t th trng chng khon. Ci tin chc nng ca trang web v marketing sn phm nhm thng nht tt vi cc knh offline. Cng tc tuyn truyn khch hng hiu v mua bo him thng qua ngn hng l tr ngi u tin i vi cc ngn hng. Hu ht khch hng u khng bit c th mua sn phm bo him ti ngn hng. Mt cuc kho st ti M, quc gia c hnh thc Bancassurance pht trin nht, a ra con s khin nhiu nh cung cp dch v ti chnh ngc nhin, ch 39% s ngi c hi bit rng h c th mua bo him nhn th ti ngn hng. Tp qun tham gia bo him mi bt u hnh thnh VN, phn ng dn chng cha hiu r v bo him, cn e ngi tham gia cc hp ng bo him di hn, cc phng tin thng tin i chng i khi cn gy nhiu sai lch v bo him trong khi , cn b ngn hng khng c thi gian v nghip v gii thch nhng tin ch ca sn phm cho ngi mua bo him.

47

Nh nc cn phi nhanh chng hon thin c s php l to iu kin cho cc doanh nghip bo him c th tham gia u t vo th trng, s dng hiu qu s vn huy ng c. T nng cao vn t c v lm cho doanh nghip bo him tr nn vng mnh to c s tn nhim ca dn c khi tham gia bo him. Hon thin v nng cao h thng php lut, c ch, chnh sch, b my qun l ca Nh nc i vi dch v bo him, c bit trong iu kin hi nhp kinh t th gii nh hin nay; cn c cc vn bn php quy hon chnh, cht ch nhm h tr cho hot ng kinh doanh bo him ti ngn hng. Cc doanh nghip bo him v ngn hng vn thn trng trc khi quyt nh lin kt, bi hin nay cha c vn bn php l no quy nh v hng dn chi tit vic bn bo him qua ngn hng. Trn thc t, sau khi lin kt, nhn vin ngn hng s bn bo him theo phng thc kim nhim v khng phi ngi no cng mn m vi trch nhim ny. Trong khi , nhn vin ngn hng tham gia m hnh lin kt phi p ng y cc tiu chun ca mt i l bo him do B Ti chnh quy nh. V vy, mc d 2009 c coi l nm thnh cng ca m hnh bancassurance, song phn ln cc thng v hp tc mi ch dng li mc "ngoi giao". Vic xy dng mt hnh lang php l nhm qun l v y mnh s pht trin bancassurance Vit Nam l rt cn thit. to iu kin cho m hnh ny pht trin, B Ti chnh cn sm ban hnh cc quy nh c th v vic sn phm BH no c phn phi qua knh ngn hng; tiu chun i l; c ch chia s, bo mt thng tin v d liu lin quan n khch hng gia doanh nghip bo him v ngn hng.. V trong tng lai, cn pht trin Bancassuarance thnh mt ngnh hc chnh quy c o to bi bn ti cc trng i hc. ng thi, xy dng cc chnh sch thu ht cht xm trong lnh vc ti chnh t cc nc pht trin thng qua vic thu t vn hoc thu cc chuyn gia iu hnh qun l.

48

Dch v bancasssurance hin ti ang trn tin trnh khai thc mc thm d trn th trng Vit Nam. Nhiu vn cn phi nghin cu thm c th hon chnh v thc y dch v ny pht trin.Tuy nhin, iu chnh yu l dch v ny c th pht trin trong tng lai hay khng, th khng ch n thun l s c gng ht mnh ca mt bn no , m l s tham gia n lc cu ton b tng th c lin quan : cng ty bo him, ngn hng, c quan chc nng v ngi dn. Nhng u im ca dch v ny c thc t kim nhn, tuy nhin vic pht trin ca n vo tng nc khng phi l nh nhau .V th, trc ht phi xy dng mt l trnh c th, tng bc trin khai cho ph hp vi hon cnh c th. Khng nn khin khai rm r mt thi gian ngn v sau b ng , phi trin khai mt cch c khoa hc, da trn vic nghin cu th trng cng nh s tham kho ca cc nc c kinh nghim trong lnh vc ny. T to th trng v tm kim khch hng ngay trong kh nng ca tng cng ty. Do , n lc ca ngn hng v cc cng ty bo him l b phng cho bancassurance pht trin. Trin khai mt sn phm c tnh phc v li ch cng ng cao v gp phn gim thiu ri ro cho nn kinh t, th hin nhin s c s hng ng ca ton x hi .