PHATTRIEN BAO HIEM QUA N G A N HANG dVIET NAM
NGUVENHiirUKHANH
Bancassurance Id thugt agdtieng Phdp dung dichi viec bdn theo cdc san phdm bdo hiem qua hi thong ngan hdng. Bdy la mpt kenh trong chiin Itigcphdn phdi sdn phdm cua cdc doanh nghiep bio hiem cd nhdn tAo Idn phi nhan thg, Uen kit vdi cac ngdn hdng thtiang mgi dicung cdp co hiiu qui cac sdn phdm bdo hiim tho khdch hdng cHa minh. Viec van dung mo hinh Bancassurance btidc dda giup idc doanh nghiep bdo hiim tdng doanh sd nhd phdt trien thim kenh phan phdi sin phdm hiin dgi bin cgnh kinh truyin thdng Id dgi ly bio hiem. Bai viet ddnh gid thdc trgng viic van dung mo hinh bancassurance, tifdd dtia ra nhdng gidiphdp kiin nghj nhdm phdt triin phuang ^6c ndy trong th^ gian tdi.
T^kbda: S6o hiem quo ngdn bdng, doanb nghiep. ngan hdng thildng mai
\
DEVELOPING BANCASSURANCE IN VIETNAM Nguyen Huu Khanh
Bancassurance is a French term used to refer to the cross-selling of insurance products through the banking system. This is a channel in the product distribution strategy of both life and non-life insurers, in association with commercial banks, to effectively provide insurance products to their customers. The application of Bancassurance model initially helps insurers increase sales by developing more modern product distribution channels besides traditional insurance agents.
The article assesses the current situation of bancassurance model application, from which proposed proposed solutions to develop this method in the future.
Keywords: Bancassurance, business, commercial banks
\
Ngdy nhgn bai: 9/4/2020 Ngay hodn thien bien tap: 17/4/2020 Ngdy duyet ddng: 24/4/2020
^ ich cCta md hinh Bancassurance
Tai Viet Nam, Bancassurance da m a n h n h a tir nhiing nam 1990, song bancassurance ehi thuc su khbi dpng tir nam 2001. Tir d o den nay, thi t r u a n g bao higm Viet Nam da chiing kien s u thay doi Ibn trong hoat dpng. Mgt so trubng h g p dien hinh tai Vigt N a m dang thanh cbng do la su h g p tac giiia Techcombank - Manulife, SCB - Manulife, VPBank - AIA, MB Bank
- MB Ageas Life, Vietinbank - Aviva Vigt Nam... Cac doanh nghigp bao hiem (DNBH) da cb gang dap ling xu h u b n g n a y bang each He'p can khach hang thong qua vigc m b rgng bancassurance. Thong ke mbi day cho thay, ty tigng dbng gbp a i a kenh bancassurance vao tbng phi bao hiem nhan thg lien tuc m b rgng tir 5,9% nam 2016 len 12% vao nam 2018 va 15,8% tiong 9 thang dau n a m 2019. Trong khi db, kgnh nay d i n g ehiem 29% tong phi bao hiem nhan thp nam dau tien tiong 9 thang n a m 2019.
Theo Nguyen Thanh Hoa (2014), mb hinh Hen ket Bancassurance la xu the tat yeu vi thoa man n h u eau a i a tat ca cae ben hen quan: khaeh hang, ngan hang va DNBH.
- Boi vai khdch hdng: N h u c'au a i a khaeh h a n g thucmg dugc thba m a n khi hg d u g c tiep can tbi mgt to chiie "mgt ciia" eung cap eac dich vu tai chinh. Ngoai tien giri, vay va cac giao dich t h u b n g xuyen, khacii h a n g ebn dugc bao vg khbi cac nii ro tiong cube song d o d u g c tham gia cac h p p dbng bao hiem vbi miic phi hpp Iy va d u p e ca DNBH va ngan hang eham sbe.
Bancassurance giiip ngan hang hoan thign vbng quay nhu cau a i a khach hang b5ng vige dap iing day d u 4 nen tang dich vu ehii chot: Cho vay, giao dich, dau t u va bao ve (Bao hiem).
- Do! v&i ngan hdng: Viec phan phbi san pham bao hiem se giiip cimg co long tinuig tiianh va tang su gan bb a i a ngan hang va khach hang vi cac san pham bao hiem co ky han dai h o n eac miic giri tiet kigm hay cae khoan vay b tgi ngan hang; giiip ngan hang tib thanh mbt "sieu thi tai ehinh mot cira" cung cap eac dich vu tign gbi, thba man tot b a n n h u cau khach hang va da
m
dang hba san pham, tao them nguon thu tir hoa hong cho ngan hang va nhan vien ngan hang.
- DOI v&i DNBH: Ben canli cae kenh p h a n phbi truyen thbng, day la mgt kgnh phan phoi phiic tgp, cb kha nang m b rgng va hieu qua, giup gia tang thi phan va doanh thu, tiep can them vbi nguon khach hang mbi oia ngan hang va tao ra gia tri thuong higu tir viee hgp tac lien ke't vbi cac ngan hang.
Cac yeu to quyet dinh thanh cong cua phuTcmg thiirc bancassurance
Theo cac ehuyen gia bao hiem, viee trien khai bancassmanee thanh eong phu thupc vao rat nhieu yeii to, vi vay, de eo the tan dung dugc loi t h e v e ehi phi va quy mb eiia mb hinh phan phoi nay, c'an co su nghien d i u va due ket cac kinh nghigm thuc te v'g nhiing yeu tb quyet dinh thanh cbng tiong hgp tae va trien khai bancassurance. Cae nghign ciiu truoc do, trong do eo nghign eiiu oia Nguyen Thanh Hoa (2014) cho thay, co cac yeu to eo ban sau:
- Xdy dung chie'n luac vd dinh hu&ng phdt trien bancassurance: Theo db, DNBH va n g a n h a n g c'an thbng nliat lb tiinh va buoc di phii hpp de xay d u n g m o hinh h g p tac. Vbi DNBH, chien lugc phat trien bancassurance cb the n h a m tang doanh thu, thiie day tang thi phan, dae bigt la tgo ra kenh phan phbi thay the eac kenh p h a n phoi tiuyen thong tiong boi eanh thi trubng dang ngay cang canh tianh n h u hign nay.
Tai thi t r u a n g bao hiem Viet Nam, h a u bet cae DNBH phi n h a n thg deu cb chinh sach tan d g n g tiiet de kenh ban le de p h a n phoi nhiing san pham bao hiem dap ling xu h u b n g eiia khach hang.
De day mgnh doanh thu, bancassurance la mpt lua chgn eho h u b n g di ban Ie ciia DNBH dae bigt tiong M l vuc bao hiem phi nhan thg Trong khi do, vbi ngan hang, tiong boi canh kinh doanh khb khan va ty le n g xau ngay cang cao n h u hien nay, viee tnen khai them cac san pham bao hiern vira giup ngan hang tang them doanh thu tir hoa hong bao hiem, vira tao dieu kign cho nhan vien nang cao chat lupng tu vEoi va dieh vu khach hang. Chien luge phat trien ciia ngan hang, dinh vi khach hang muc tieu tap trung vao khach hang ea nhan hay khaeh hang DN se giiip DNBH Iga chgn va hoaeh dinh chien luoc phat trieh san pham phii hgp voi n h u cau ciia ngan hang va khach hang.
- Hop tac lau ddi: H g p tae lau dai la mpt t o n g nhiing yeu to quyet dinh den thanh cbng oia phuong thitc kinh doanh hign dai. Thbng qua viee xay dung va trien khai mgt ke hogch hgp tac lau dai mbi cb the mang lai niem tin cho eac ben, dam bao su phat trieh ben vung, ciing
Nguon: Tac gii tdng hpp
n h u dgng lue de trieh khai cac chig'n lupc dai hoi. Thbng thubng, viee h g p tac va cam ket cb the d u p e the hign qua cac hinh thtic ky h g p dgng phan phoi hang nam, ky giao ube thi dua quy dinh chi tieu h a n g n a m giiia DNBH va ngan hang, cung n h u eiia ngan hang vbi timg ehi lihanh. Ngoai ra, cae bp phan/eae cap can cb s g lign Igc, tiao db'i thbng tin thucmg xujen, lanh dao can gap go, d u a ra dinh h u b n g phat trieh theo quy, hoae theo thang va cap nhat linh hinh kinh doanh. Dong thbi, ttong qua tiinh h o p tac, can cb nhiing cugc hpp ttao doi giiia hai bgn, cac cap de riit kinh nghigm tiong tnen khai de viec hgp tac cb higu qua. Thuc te'cho thay, nhieu d o n vi thuc hien ky ket h p p tac n h u n g sau do, khbng cb su duy tri quan hg thubng xuyen tir cac cap trien khai dan de'n hieu qua hgp tac khong eao va sau d o khbng phat trien duoe bancassurance.
- Xdc dinh mo hinh hap tac phan phot phii hap: DNBH va ngan hang can thong nhat m o hinh p h a n phoi eb lgi cho ea hai ben, tiong db quy dinh rb rang v'e san pham hop tac, quy tiinh phoi hgp, chia se lpi nhuan, ehia se eg sb khaeh hang, su ho tio va nguon lge tiong thbi gian thba thuan trgn co sb can nhae tbi cac yeu to n h u miic dg cam ket tir doi tac; mang lubi, nang Iuc p h a n phoi san pham, thucmg higu...
Hien nay, co rat nhieu hinh t h u c kliac n h a u de xac dinh m b h i n h h g p tae p h a n phoi giua eac ngan hang va DNBH. Co ban nhat la cac thba tiiugn p h a n phbi (Ngan hang p h a n chi phoi san pham bao hiem (san p h a m lien ket hoae san p h a m bao liigm tioiyen thbng) va h u b n g hoa hbng, sau db la tiioa tiiugn lien minh ehien luge (Ngan h a n g va DNBH se h g p tae sau h a n va miic dp chia se thong tin h g p tac cao h o n ) va cao nhat la thba tiiuan dpc quyen (Hai ben se cb thoa t h u a n rb rang ve quyen sb h u u chung doi vbi san p h a m va khaeh hang.
- Kehoach vd muc tieu trie'n khai cu the, co che hap tac ro rdng: H g p tae bancassurance khb kha thi n e u
i ike iiu^cn-t
r^iStrEHtNH
khbng CO m u c tieu va ke' hoach trien khai cu the cho timg giai dogn. D o vay, m u c tieu, ke hogch va lg trinh trien khai can d u g e hoach d i n h va t u a n theo ke hoach kinh doanh eua n g a n h a n g va D N B H theo thang, quy, v^ hang nam. Trong do, nguBp Igc, thbi gian, chi phi can dugc ehi tie't hba va cb cam ket cua hai ben. C a che phoi h g p va trao doi thong tin d i n g can d u g c quy djnh ro va n e u cae d o n vi khbng h o a n t h a n h ke hoach da giao se can d u g c h b trg nhieu h o n d e co the thiic day hgp tae higu qua.
- Ddo tao nhan su phuc vu bancassurance: D N B H va ngan h a n g can lua chgn can b b cb n a n g luc va kinh nghiem, ky n a n g can thiet "lam d'au m o i " va he thong tb ehiie b b p h g n / p h o n g b a n chiic n a n g ve bancassurance de dieu phoi va thiic d a y viec trien khai bancassurance tai ngan hang. Vbi DNBH, n h i m g can bp va quan ly bancassurance c'an la nhiing n g u b i tam huye't, nhiet tinh va bbi bancassurance la chie'n lugc lau dai, kenh p h a n phoi n a y c'an n g u o n luc cb ky nang cao, the hign d u g c m e m d a m m e va cam ke't vbi cbng viec ngoai nhiing kien there ve bao hiem va ngan hang va eae ky n a n g can thiet d e giao tiep, t u van va ban bao hiem hoae h b trg b a n hang. Vbi n g a n hang, yeu to con n g u b i cang q u a n ttpng b o i d o a n h thu tit bancassurance t h u a n g k h b n g Ibn so v b i ty tigng doanh thu m a n g lgi tir h o a t d b n g n g a n h a n g ngn vigc p h a n bo n g u o n luc va can bg/bp p h a n dieu phoi bancassurance la vb eimg q u a n tigng.
- Sdn pham bao hiem phii hap nhu cau cua khdch hang vd ngdn hdng: San p h a m p h a i d o n gian, dg n h b , de hieu va d a m bao n h a n v i e n n g a n h a n g cb t h e nam dugc. Ben c a n h db, m u c tigu cubi c i m g ciia ngan h a n g va D N B H cuoi e i m g v a n la h i e u q u a kinh doanh h a y nbi each khac la p h a i cb lai, m u b n nhu vgy, san p h a m p h a i cb gia tri cao d e g i u p n g a n hang thu d u g e d o a n h thu tir h o a h o n g h g p ly d a m bao von d a u t u cho b a n c a s s u r a n c e ca ve n h a n Iuc va eo sb vat chat. Tuy nhien, can can n h a c m p t so yeu to quan trgng khi p h a t trien cac s a n pha'm eho bancassurance, gom: thba t h u a n v e san p h a m p h a n phoi, tai ligu tbm tat ve san p h a m v a tai ligu h u b n g dan ban h a n g d a n gian, s a n p h a m d u g e thiet ke rieng bigt cho n g a n h a n g , ket h o p t h u o n g hieu cho ngin hang, san p h a m d u p c q u a n g cao tai q u a y ciia ngan hang, phi bao hiem phii h g p . N g a n h a n g cimg DNBH hoach d i n h ehien l u p c p h a t trien san p h a m dva tren n h u cau ciia khach h a n g , cb the ket h g p thuong higu hoac tao ra d b n g s a n p h a m d g c q u y e n trien khai q u a n g a n h a n g d e tgo s u k h a c biet va h a p dan khach h a n g h o n .
Mot so kien nghj
Dua tren vigc nghien a i u eae yeu to quyet dinh thanh cong oia p h u o n g thiic bancassurance, de mb hinh nay tiep tuc phat trien tiong thbi gian tbi, c'an chii trpng mpt so van de sau:
Mot la, DNBH va n g a n hang can thong nhat Ig trinh va djnh hubng hgp tac phii hgp de xay d u n g m b hinh h g p tac. Ben canh db, ngay tir dau, can xac dmh chien luge h g p tae, dai hoi, tren eg sb hai ben cimg cb lgi, dam bag su phat triSi b'en viing a i a phuong thiic bancassurance d i n g n h u h g p tac giiia hai ben.
Hai la, tiong trieh khai thuc hign, DNBH va ngan hang nen <M ra ke hoaeh va mgc tigu trieh khai cu the, CO che' h g p tac rb rang. D u a tren co sb db, ca hai cimg tim kiem va lua chgn Lua chgn mb hinh phan phoi phii hgp, toi u u nhat vbi tiem luc, vi the va nang luc trie'n khai a i a hai ben.
Ba la, xay d u n g san ph&n bao hiem p h u hgp nhu cau ciia khach hang va ngan hang, gan vbi chien luge marketing h p p ly, cb tigng tam, tipng diein, Trong do, can luu y rang, cae chuong trinh khuyen mai, xiic tie'n ban hang can dugc thiet ke va kich hogt vbi phan khiic khaeh hang cg the bang nhiing thbng digp p h u hcjp, de tang doanh thu.
Bon Id. chii tigng cong tac dao tao, dao tao lgi va tap h u a n cae ky nang cho dbi n g b kinh doanh a i a hai ben.
Ngoai ra, cac vi tri va m b hinh to chiic tiong bg phan bancassurance tai ngan hang va DNBH can dugc phan dinh ro va Iga chon "diing ngubi, diing viee" de trigii khai bancassurance higu qua.
Nam Id, chii tipng ung dgng cbng nghg thbng tin tiong trial khai phuong thuc kinh doanh mbi nham tiei kigm ehi phi, ngubn iuc thbi gian. Trong do, chii bpng iing dimg cac thanh tuu a i a Cach mang cbng nghigp 4.0. ^ Tai lieu tham khdo:
1. Qudch6i(2010),Luatsdaddi,b6sungmgtsddieucuaLudtlCinhdoanhBdohiem;
2. Qudchgi(2019),Luatsdaddi.b6sungm6tsddieucuaLugtKtnbdoanhBdohiem, isidtSdhOutrltue;
3. Nguyen Thanh Hoa (2014), Bancassurance -10yeu tdguyetM dianh cong. Jap dli Tdi chinh-Bdo hiem;
4. PhiThiMinhNguyet(2016).Bdnhgidtbi/ctrgngvdndungm6hinb8anaissuran(e vd nhdng gidi phdp kien nghi phdt trien mo hinh ndy trong thdi gian tdi, Tgp chi Cdng Thddng thdng 1/2016;
5. Phuang Nbi (2019), Bancassurance cdxu hudng tdng trddng manh, bdo Dien ddn doanb nghiep
Thong tin tac giS
JhS. Nguyen HOu Khdnh - Ngan hang TMCP Sai 6dn Email: [email protected]. vn