Research On Marketing Mix Strategy Of Personal Insurance Of A Bank Daqing Branch

With the gradual promotion of bank insurance in China these years,this market is becoming more and more complete,and the competition in bank insurance between A Bank and other commercial banks is becoming increasingly fierce.While bank insurance of A Bank is booming itself,it also exposes some problems in sales process.Therefore,it is of practical significance and application value to study the marketing of A bank's affiliate insurance business.This paper makes A Bank Daqing Branch as research object,and has discussed the problems that exist in individual insurance sales of this bank,which are mainly about product functional orientation's departure from social expectation orientation,distribution channels to expand,lack of market segmentation,target customer orientation's not comprehensive,incomplete development of young and middle-aged customer market.In order to solve these problems above,this paper puts forward the following marketing mix strategies.Make adjustment of product function orientation to conform the social expectation.Speed up to promote the pace of electronic sales channels.Complete the market segmentation.Make the suitable products suit the right customers.Change target audience from low-end customers to high-end customer and hold old customer market,actively develop the youth customer market.The analysis and strategies of these problems are of great significance to the healthy development of local commercial Banks.This paper systematically analyzes some problems existing in individual insurance of A Bank Daqing Branch,and makes detailed analysis of present situation and problems of local bank insurance market and product sales,to define the direction of future marketing mix strategies' adjustment and provide theoretical support to promote personal insurance of A Bank Daqing Branch in the future,also as to optimal market sales model,and increase business competitiveness of A Bank Daqing Branch.