| With the growth of household wealth accumulation and wealth management needs in China, banks and other major financial institutions are actively developing wealth management business. As a tool of wealth management with multiple functions and advantages, bank insurance products are helpful for keeping long-term relationships between the bank and customers, and bringing in stable intermediate business income. Hence, for the sustainable development of the bank, it is of great significance to develop insurance business. A Bank has achieved varying degrees of growth in terms of sales count, premium volume and commission revenue since it began selling insurance products as an agent in 2009. The insurance business of A Bank is developing very well.This thesis takes A Bank B branch as a research target, combining the performance data of insurance products in recent years, and thoroughly analyzing the marketing situation and problems of the insurance products in B branch from the aspects of:shares of products, withdrawal policy, sales people, purchasing place, sales process, cooperated insurance companies, comparisons with other branches, and the features of insurance policy holders. Based on the SWOT theory and the actual situation, the primary focus of this paper is the strengths, weaknesses, opportunities, threats of the insurance products of A Bank B branch as well as strategic directions of the marketing strategy.According to the insurance products marketing target of B branch ---to improve penetration ratio of the insurance products and the bank profitability, we apply STP marketing theory to do market segmentation and find the target market; afterwards determining the position of B branch in insurance market. We then formulate the specific contents of marketing strategies including:product strategy, place strategy, promotion strategy, people strategy, physical environment strategy and process strategy. This provides a reference to the development of insurance business for B branch. |
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