Research On Marketing Strategy Of TPL Changsha Branch Bancassurance

As the eighties foreign insurance companies generally adopt bancassurance, in1995our country there are many insurance companies are starting to adopt thisimportant bancassurance channel, after30years of development, the bancassuranceagent has been selling insurance and personal as well as group insurance as aninsurance company’s business development to keep pace troika, in its simplest form isto sell insurance products through the bank’s distribution channels. TPL HunanBranch bancassurance channel in obtaining bank approval, but also by the customerrecognition, four consecutive years of positive growth in the business, has nowentered the stage of stable development. However, with increased competitionthroughout the insurance industry, TPL Changsha Branch aware of the pressure, inorder to respond to competition, to obtain a dominant position, the company isactively exploring the essence of bancassurance business development, in order toachieve sustained and stable growth of the business.In this paper, Taiping Life Insurance Changsha Branch as the research object,using the basic model and analytical methods of marketing theory, the company aimsto research and develop appropriate marketing strategies bancassurance. This paperanalyzes the development situation of foreign bank and insurance, found a variety offinancial partnerships or equity relationships between certain banks and insurancecompanies will establish a joint venture partnership with a variety of joint control of asubsidiary and the like. Secondly, analyzed by TPL macro, meso, micro and internalenvironment and identify opportunities and threats facing the company made a SWOTanalysis, the TPL Changsha bancassurance Department should seek their own brand,marketing environment promote market growth, strengthen cooperation in the bankchannel depth, focusing on the development of market segments, improve customerrelationship management, by improving its overall strength to win market share. Next,the Changsha branch bancassurance goal orientation was identified target marketselection bancassurance and marketing strategies. Finally, the authors ChangshaBranch of Taiping Life Insurance for specific practices and the preceding analysis putforward a series of targeted marketing strategies to promote steady implementation ofa series of security system.This paper analyzes status of TPL Changsha branch bancassurance and future trends through the application of the theory of marketing strategy, marketing strategycombining a combination of new ideas, new features, proposed marketing strategyTPL bancassurance market in Changsha, specifying the company’s future marketingstrategy and destination ahead, so as to raise the marketing direction of the companyfor a longer period, a clear picture of the company will make every effort to enter thecareer, the entire organization for future action have a clear goal.