Ancassurance Marketing Strategy Research Of Taiping Life

The rapid development of bank insurance in China makes it face the situation that the management base does not match with its outer environment.Especially with some new policies made by the insurance supervision authorities, it caused some changes in the bank insurance market, and then a new pattern of its development is formed.In this new pattern, it will promote bank insurance to a deep cooperation stage with main models of strategic alliance, equity cross, integration of bank insurance etc, and it will make the operation of bank insurance much more less specialize. In this mew pattern,how to maintain the specialized operation of the enterprises, and to keep and increase the competition advantage in the bank insurance market, it has become a key problem to solved by the management department.In this paper, the bank insurance of Taiping Life Insurance Company LTD (hereinafter referred as Taiping Life bank insurance) is the main research subject. It analyses the changing of regulatory policy, bank cooperator, market trade and the consumer demand. Under this new situation, the bank insurance of Taiping Life are facing some problems such as the negative growth of business, shrank of channel and team, increase of handling cost, drop of professional business ability. Also it analyses the present situation of existing channel, team, products, customer service and so on to indicates the problems of channel source support is not enough, the sales skill is low, staff training system is imperfect and customers service system level is low and indicate the core of the problem is the present marketing strategy does not match the reasonable strategy position.Finally, this paper draw lessons from the development of Europe and the United States bank insurance, combined with the status of domestic bank insurance delopment and Taiping Life development, and made a strategic alliance cooperation strategy as the basis, and given some specific suggestions in different channel strategy, product strategy, differentiation of the targeted customer service strategy and other aspects. Then, the paper proposed the concrete measures to guarantee the optimization of strategy from human resources, organizational structure and resources input etc.