Enterprise Annuity Marketing Strategy Of Shandong Agricultural Bank

This thesis introduces the concept of enterprise annuity.Enterprise annuity products as the second pillar of society and social insurance an important supplement.It summarizes the main problems of the market :Low market demand,single Product,Less customer choice,.Potential customers can not meet the demand.The thesis analyzes the situation of the industry and looks for solutions.Through the management theory and marketing theory,to seek to optimize the product strategy.Through the breakdown of the market,to find the market needs and provide specialized annuity product solutions.Market staff can do the accurate marketing and standardized marketing.This thesis is based on 4P theory,STP theory,BCG matrix theory and SWOT analysis agricultural annuity products.Based on the situation of Shandong market and Market segments,it designs products and Builds the annuity product system.Final goal of the thesis is to Serves Shandong Agricultural Bank of annuity products marketing.Through the study of the status of the industry,compared with the differences between domestic and foreign enterprises annuity products,subdivided out different enterprise annuity market groups,according to the characteristics of different market groups,design different products,in line with the status of enterprises in Shandong enterprises pension development strategy.Mainly in the product design,the need to consider the revenue determinism,cost-setting and hybrid products;customer stratification,to design ordinary employee products,corporate executives products,equity incentive products and collection products;in product pricing,In accordance with the customer's ability to withstand the risk,the design of high-risk high-yield products;risk in the low-risk and low-yield products.In the channel strategy,not only to rational use of Shandong Agricultural Bank's own customer manager channel to develop existing stock customers,as well as the use of industry resources;in the promotion of foreign developed countries experience,the joint government and the entire industry and enterprises to develop policies,To cultivate the market,the whole market bigger and stronger,so as to share the dividend of the entire market.The paper is characterized by the combination of Shandong Agricultural Bank of the actual situation,market segments.By building annuity product system,designing specific products,the thesis provides the annuity solution of Shandong Agricultural Bank.