Research On Banking Insurance Channel Marketing Of BN Shanxi Branch

Bancassurance originated in Europe, mainly refers to provide insurance products and services through the channel of bank. Bank insurance is the competition of the market economy, but also fit the "opening and sharing" economic and social development of new ideas. Bancassurance channels have become the main source of life insurance premium, insurance companies face fierce market competition must promptly change the marketing idea, pay full attention to the channel banks, to achieve equality and cooperation between insurance companies and banks, promote mutual trust, mutual benefit and mutual help. The bank insurance channel around this theme, summed up the bank insurance related theory, analyzed the course of development of bancassurance, explore the essence of bank insurance, contact the Shanxi Branch of the actual analysis of the main problems existing in the bank insurance channel, it gives the main reason of these problems proposed reasonable opinions and suggestions.First of all, the paper clarifies the research background, research significance and purpose, research ideas and methods, as well as the theoretical basis of the study. Secondly, it analyzes the characteristics and the important role of insurance marketing, the development process of the bank insurance and the current situation of the development of China's Bank insurance. Third, discusses the BN Company Shanxi branch banks and insurance companies marketing channel development present situation, existing in the bank insurance channel problems, these problems are mainly: partner of silver insurance business lack of attention, lack of security function, internal corporate governance is not perfect. Fourth, from the aspect of the economic environment, social environment, regulatory environment, technical environment, corporate internal governance system and management capabilities, such as, the problems existing in the bank insurance marketing channels were cause analysis. Fifth, closely linked to the BN Shanxi Branch of actual, proposed BN Shanxi branch banks and insurance companies marketing channel optimization scheme, scheme, including the main content:to construct bancassurance both long-term interests sharing mechanism, with the bank to establish strategic cooperative partnership, updated business philosophy, strengthen the construction of talent team, strengthen the reserve personnel support, strengthen personnel training, improve the incentive and restraint mechanisms, perfect professional information management system, the establishment of customer relationship management system, the information help the company grow.