Study On Marketing Strategy Of Enterprise Annuity Of Ceb Bank Lan Zhou Branch

Enterprise annuity is the the system of compensatory endowment insurance,which was established by law on the condition that enterprise and employees pay endowment insurance lawfully. Enterprise annuity gradually developed into another pillar in the pension system at home in addition to individual primary endowment insurance and savings.The situation of population aging in China is becoming more serious in recent years, Aging population grow at an annual rate of 3% which is five times of population growth, 0.6%. And aging speed is higher in the eastern area. Zhejiang and Shanghai has reached 4.5%.As a developing country, China’s "not rich first old" characteristics is obvious. According to the United Nations educational, scientific and cultural organization standard, when population proportion of people over 60 reached 10%, the country has stepped into aging society. The world bank predicted that by 2075, China’s pension shortfall is 9.15 trillion yuan. In order to alleviate the pension gap, to develop the enterprise annuity business, will become the inevitable choice.It is predicted that by 2030, China’s enterprise annuity scale is up to $1.8 trillion, which will become the world’s third largest enterprise annuity market. Enterprise annuity market has a bright prospect.As the pension burden is aggravating, if we just rely on basic endowment insurance provided by the government, it is difficult to keep the employees’ life at a high level after retirement. The enterprise annuity can effectively solve the problem of insufficient support capability of primary endowment insurance, and enterprise annuity is the second pillar of the national pension security system, which benefits the enterprise and the staff.This paper introduces the basic concepts of enterprise annuity, the basic provisions of the relevant policy of enterprise annuity in China, and the meaning to carry out the enterprise annuity in terms of country, enterprise, employees and bank. This paper expounded the status of the development of the enterprise annuity in our country. And from the perspective macroscopic,history, theory, this paper analyzes the development trend of enterprise annuity and the opportunities and challenges facing.Integrated use of comparative analysis, PEST analysis, five methods of model analysis,SWOT analysis, this paper has an in-depth analysis of China China Everbright Bank’s importance of enterprise annuity business development, the development goals and marketing strategy in the current social background and the pension system mode.Thus, China Ever bright Bank as a large state-owned commercial Banks, with a strong brand advantages and good customer base, due to a wide range of business, has great impact on social and economic activities and occupies the important position in the financial system in the whole country. To develop the enterprise annuity business will change the dependence on traditional business, gain more profit, charge long-term management fee, help to improve income proportion of intermediary business effectively and adjust the income structure and enhance profitability.At the same time, to actively promote the enterprise annuity is the embodiment of the positive social responsibility, is a kind of obligatory historical mission.Finally, this article, based on the reality China Ever bright Bank, Lanzhou branch, from the perspective of a state-owned shareholding commercial bank marketing development,analyzes the development of enterprise annuity prospects and how to develop market in the fierce market competition, puts forward relevant strategies.