Analysis And Research On Marketing Strategy Of Commercial Bank Enterprise Annuity

With the deepening of the aging society in China,the pension problem has become a focus of social concern.At present,China's society has gradually shifted from the old family care mode to the way of social support for the aged,and the coverage of the social basic pension system has exceeded 90%.China has realized the transformation from the traditional society to the modern society.This is followed by aging,which has increased the burden of social pension.The elderly dependency ratio has risen to 15.9% by the end of 2017.The age of 40 years old,-65 years old,and the proportion of elderly people over 65 years old account for 40% of the total population of the society.At the same time,the problem of pension gap in China is also very prominent.There are 7 provinces in the country.The pension balance is not enough,and the pension balance in 12 provinces is not enough to pay for one year.Experts predict that the pension gap will be 1 trillion and 210 billion yuan in 2019,and the gap will continue to expand in the future.This gap will continue to expand in the future.As a supplement to basic endowment insurance,enterprise annuity will play an increasingly important role in the future and has great potential for development.It is foreseeable that the competition in the annuity market is becoming more and more intense.This paper studies the optimization of the marketing strategy of enterprise annuity products based on the behavioral research object of Erdos.First,through the comparative analysis of the development status of the construction enterprise annuity,it is considered that the development of the enterprise annuity in the Construction Bank is in the middle position of the commercial bank,and has a larger room for growth.At the same time,it analyzes the internal and external environment of the Construction Bank in the development of enterprise annuity,and considers that in the internal environment,the whole process of specialized service system,personalized service products,good social reputation in the industry,huge service network and powerful service system,and strict risk control system are the advantages of the Construction Bank in developing enterprise annuity.The disadvantages of the enterprise annuity management system,the limitation of the appraisal mechanism and the further optimization of the enterprise annuity products are their disadvantages.In the external environment,the state's policy support and the social and economic development environment are conducive to the development of enterprise annuity.Next,through the form of questionnaire,the development and influencing factors of enterprise annuity in Ordos City are analyzed.The survey shows that people hold a positive attitude towards enterprise annuity.However,due to inadequate publicity and low wage income,most people take a wait-and-see attitude towards the enterprise annuity plan,and the low proportion of enterprise payment affects the play of the enterprise annuity plan.Finally,this paper applies SWOT analysis to analyze the development of enterprise annuity in Erdos branch of Construction Bank,and according to SO,ST,WO and WT strategy respectively gives the marketing strategy of Erdos branch enterprise annuity development.At the same time,the corresponding optimization strategy is put forward to improve the competitiveness of enterprises through the product market segmentation,annuity product optimization and annuity marketing channel optimization.