In recent years,domestic financial liberalization has been continuously expanded,and the coordinated development of Banks and insurance companies has become the main trend of the development of financial integration services.The bancassurance business has developed into an important source of premium income for insurance companies,and the bancassurance business of H life has also witnessed rapid growth.However,due to the imperfect construction of China’s macro-market economic system and financial legal system,and the non-standard management of competitors,suppliers and buyers in the micro-insurance industry,H life bank insurance business is facing challenges in terms of product,price,channel,promotion and other marketing strategies.Therefore,how to adapt to the market demand,continuously innovate the marketing strategy of the bank insurance business,and improve the market share has become a problem to be solved by H life letter.First of all,based on the domestic and foreign concepts and theories related to bank insurance marketing,this paper combines the current situation of bank insurance marketing of H life and finds out the problems existing in the marketing of bank insurance products through the bank insurance business research and the internal analysis of the company.Secondly,it analyzes the marketing environment of H life’s bank insurance business from both macro and micro aspects,and conducts SWOT analysis on its bank insurance products.Then,from three aspects of market segmentation,target market selection and target market positioning,this paper analyzes H life bank insurance products.Finally,based on the analysis of marketing environment and product STP,this paper gives some Suggestions on improving the marketing strategy of H life banking and insurance business from the perspective of 4P strategy of product,price,channel and promotion.This paper focuses on the marketing strategy of H life’s bank insurance,which is helpful to improve its level of bank insurance business.At the same time,the countermeasures and Suggestions of the marketing strategy of H life’s bank insurance business have certain reference value for other insurance companies in the same industry to carry out bank insurance business. |