The Bank Channel Marketing Strategy Research In Jiangxi Branch Of ZY Insurance

After the world trade organization,China insurance industry gradually improved its comprehensive strength,bullish on China's development potential investors of the foreign-funded insurance companies and other industry constantly selection in the Chinese insurance market,aggravate the competition between insurance institutions,industry operators are increasingly aware of the importance of insurance services.Because of its service marketing have to maintain customer loyalty,marketing diversification,marketing support and other special features,more fit in China's insurance industry needs,which are becoming more and more important position.At present,China's insurance market is still in the initial stage of development,most of the insurance companies behind the marketing concept,the market positioning is vague,ignoring the needs of customers and the community.Most insurance companies,especially small and medium-sized insurance companies,lack effective service marketing mechanism,and the traditional "happy horse enclosure" and "big crowd" tactics still occupy the leading position of the company.With the mature of market economy,the insurance companies in the past by reducing the premium rate and improve the traditional method of marketing expenses has been difficult to meet the needs of the market,in order to adapt to the changing legal environment,economic and social development,as well as the changes in consumer demand,change the current marketing concept,improve customer service to solve the problem is the first insurance company.First of all,this paper briefly introduces the development of China's insurance industry and the status of service marketing at home and abroad from the macro perspective.From the micro perspective,the ZY insurance company Jiangxi branch as the research object,from the three aspects of the analysis and construction of marketing system gradually: first,using the STP theory analysis of corporate marketing present situation,pointed out the existing problems of marketing activities;two,based on the service marketing theory and SWOT analysis,discuss the advantages and disadvantages,opportunities and threats of the company to implement the service marketing;three,based on the investigation and data analysis,and from domestic and foreign insurance enterprise service system,using the 7P marketing theory,marketing strategy for the enterprise,to find out the suitable ZY insurance Jiangxi branch company of scientific and sustainable business strategy.Based on the research of ZY insurance company Jiangxi branch property insurance marketing,that insurance companies through the analysis of customer data and the insurance market,the implementation of precision marketing,to establish and maintain close contact with the bank channel,and further enhance the feasibility of competitive strength,in order to provide reference for the theoretical research and practice of marketing mode of the bank insurance company.