Tpl Bancassurance Strategy Development

In 2008,the bancassurance of Taiping Life began to implement the professional growth strategy. The professional growth strategy basing on the training marketing and relationship marketing, expands bancassurance business achievement by means of the strengthening of internal marketing team skills development, marketing and management system construction and marketing of cultural shaping, to realize the value of the company persistent rapid increase, thus promoting a peaceful life sustained, stable and healthy development. After the strategy implemented in 2008 and 2009, it achieve significant results. Although the bancassurance income grows rapidly, the difficulties are gradually exposed at the end of 2009.Though a comprehensive review of the professional growth strategy of Tai Ping Life bancassurance, the study carded the core ideas and content system, summed up the effectiveness of professional development strategies and the implementation of the difficulties faced. After two years implement, the environment of bancassurance changed a lot. It includes the macro environment, the industrial environment, the competitors and the corporate inner resources. In the last, the study declares the developing direction of the change of the strategy of the Taiping Life bancassurance. The study not only can guide practice in future, but also can format the theory which made up the gap of recent research of bancassurance growth strategy.This study suggests that professional growth strategy of the Taiping Life bancassurance successful on the whole, especially in the inner management area. Through the implementation of internal management strategy, the bancassurance in the internal marketing management system, sales force training and skills upgrading and professional channels of cultural development with much success. The main reason of the Taiping Life bancassurance facing difficulties is that the market competition strategy has some flaws. It can be changed in the in the shallow, it also can be changed deeply. This stage, the change should be shallow.