The Marketing Strategy Analysis Of BOC SY Branch’s Banc Assurance Financing Product

With the development of the global economic integration, different kinds of financial institutions have become increasingly integrated. In accordance with changing market demands, the constantly innovating business, cooperation between bank and insurance company has become closer. There are lots of insurance factors embed the emerging supply chain finance. With the help of insurance, bank can provide the core customer of the chain with financial service on their account receivable management, extend the bank service chain, expand customer effectively and also greatly enrich the bank financing model. Therefore, various kinds of bank-insurance financing products have been developed and has shown a strong aftereffect for its further development.Bank of China is the most international and diversified bank in China. In order to comply with the changing needs of the trading in the Country’s markets, BOC has push-off series of bank-insurance financing products. In this essay, it takes the bank-insurance financing products marketing of BOC Shenyang branch as an example. First of all, it provides a brief introduction to development status of bank-insurance financing products which has been promoted by BOC Shenyang branch. In the next place presents some problems needed to be resolved at present. After that, there is an analysis of marketing environment for Bank-Insurance financing products marketing of bank of china Shenyang branch from the interior, exterior and competitive environment and so on. It also determines the best mix strategy by SWOT matrix analysis. Determining Its target customers and market position in combination with the realities of the bank of china Shenyang branch by combining the theory of STP、4PS and some other theories. Based on the above analysis, determining the proper marketing combined strategy for bank-insurance financing products of BOC Shenyang branch from product, price, sales channel and promotion. In the end, the assay discusses the execution of this strategy from measure and safeguard.The studying of marketing strategy of Bank-Insurance financing products of BOC Shenyang branch is of great theoretical and realistic significance. The studying use "products leadership sale" as entry points, expands the financing market of BOC SY branch, improve the marketing mode, expand customer base, and push the development of trade finance of BOC SY branch.