The Impact Of Branding Strategy Of Bank Assurance Company On Consumers' Purchase Behavior

Bank insurance is by the bank and insurance company cooperation,through the common sales channels to provide customers products and services,as a new type of insurance concept,in the financial cooperation,manifests the Banks and insurance companies cooperate,interconnection interaction.His biggest feature is the "triple win"of customers,Banks and insurers.In this paper,based on the relevant academic achievements and relevant theoretical,first of all,in theory,analysis of relationship between brand strategy and consumer behavior,and according to the theoretical analysis to build brand strategy based on retail insurance consumer behavior model,the bank insurance brand strategy is decomposed into bank service marketing strategy and strategic dimensions such as insurance company products.The bank service marketing strategy reference past scholars research,marketing services can be divided into reliability,responsiveness,assurance,empathy,have sex and bank brand reputation and so on six survey dimensions;In terms of product strategy of insurance company,refer to the research of past scholars,the insurance product strategy can be divided into three sub-dimensions:product function,product service and brand reputation of insurance company.In terms of insurance consumer behavior decision-making,through insurance consumer behavior intention,insurance product awareness and brand recognition dimensions such as building insurance consumer behavior decision-making model,all dimensions are based on the existing theory in combination with the practical situation of bank insurance consumption to expand and extend.In the end,this paper bank insurance brand strategy and the relationship between consumer decision-making model,establish the brand strategy of bank insurance of insurance influence consumer behavior model,according to the bank insurance brand strategy and consumer decision-making model each dimension respectively designed questionnaire to get firsthand data,field survey and use SPSS22.0 software and AMOS software to analyze survey data,through SEM structural equation and multiple regression analysis and other steps to get insurance brand relationship between consumer behaviour and bank,deal with the impact of consumer behavior on the brand strategy treatment measures are given for Chinese Banks insurance companies enhance the level of the brand strategy to provide the reference.