The Bancassurance Management Strategy Research Of ICBC-AXA Insurance Co.Ltd Shaanxi Branch

The purpose of this study is that the ICBC-AXA Life Insurance Company Shaanxi Branch explores the bancassurance business strategy based on the national of the new cooperation of bancassurance equity merger and referenced to the foreign and domestic marketing strategies. Analyzing the competition strategy of ICBC-AXA Shaanxi Branch by the national bancassurance equity merger, Shaanxi Branch could use itself advantages and seize the current market opportunities, improving the company's core competitiveness.According to extensive literatures and field surveys,this thesis makes an in depth study of the current situation in China's and Shaanxi province life insurance markets.It uses the market segmentation theory in marketing to segment the life insurance market,and has determined the target market that Shaanxi Branch should compete to the theory of target market selection.On this basis,the theory of five competitive forces in Porter Model summarizes the industry of the target market, focusing on main competitors analysis.SWOT method is also used to analyze the strengths and weaknesses of Shaanxi Branch against its competitors,and the opportunities and threats it will adopt in the target market.Finally,the theory of general competition strategy is used to conclude what competition strategy should support the life insurance market target the middle and high class customers,exert its unique investment vantage,utilize new insurance types to quickly and firmly take up market shares,and take recourse to advantages in other fields to form a powerful competitiveness,guaranteeing the achievement of Shaanxi Branch business objectives.This thesis only settles the issues of formulating a competition strategy for ICBC-AXA Shaanxi Branch,but it is believed that it will play a positive role a reference for life insurance companies on how to take part in local market competition based on a rational competition strategy.