| The insurance industry is a new industry in China, which leads the way in GDPgrowth every year. With increasing competition, banks need to explore multi-linemanagement in order to extend its income channel. As the regulatory departmentscarry out loose policy and changes relevant rules and regulations, many banks start toset up or acquire assurance companies, indicating the opening of mixed management.By doing this, the assurance industry will be affected significantly.As we know, Bank of China Insurance Company Limited (hereinafter referred toBOC Insurance) is not only the first bancassurance in China, but also the fist propertybancassurance. BOC Insurance makes a great achievement in the six-year’s operation,but at the same time has many problems in accepting insurance, settlement of claims,marketing and company image. Compared with other insurance companies, BOCInsurance develops very slowly and lacks its own theory of co-operation with Bank ofChina. At the present time, BOC Insurance has to make full use of the great resourceoffered by Bank of China. The dissertation aims to introduce the theory of servicesmarketing and strategies by discussing the existing problems and lessons.7P theory ofservices marketing and strategies will be further approached from the aspects ofproduct strategy, pricing strategy, place strategy, promoting strategy, physicalevidence strategy, people strategy and process strategy. For the sake of smoothimplementation of7P theory, this dissertation also puts forward the maintenancemechanism which includes the new adjustment of department functions andassessment system, improvement of operation model, evaluation system construction,supporting measures and so forth.This thesis of discussing the use of7P theory by insurance companies is hope tobring about effective marketing system in insurance companies, especially propertyones and to grope a set of successful management and development model for theinsurance companies in China. |
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