Research On Bancassurance Marketing Strategy Of A Life Insurance Company In Yantai

With the development of economic globalization,great changes have taken place in the financial system,and two major capital,banking and insurance,have infiltrated.Banking and insurance industries in various countries have broken the conventions one after another.Under the general trend of mixed operation,they use each other's resources to develop in-depth cooperation.Banking and insurance is the product of the times created by financial development and bank development.In recent years,China's banking insurance market has expanded rapidly,banking insurance companies have emerged constantly,and there are many new life insurance companies,which regard the banking insurance business as the main business of the company.However,in the process of rapid development,many problems and difficulties have been exposed,such as misleading sales,vicious competition of handling fees,serious homogenization of products and so on.In response to this series of problems,the regulatory authorities issued a series of new regulations on banking insurance,aiming at promoting the sound and stable development of the banking insurance industry.The implementation of the new regulations has a certain impact on the premium scale of insurance companies,especially those supported by bank insurance.Under the new policy environment,how to change the strategy of these insurance companies and develop a balanced marketing strategy is particularly important for the sustainable and stable development of the company.As a professional life insurance company,A Life Insurance Company has been using bank insurance as its main premium source since its establishment.Yantai is a key city of insurance supervision,and a pilot area of many insurance policies and regulations.Regulators have strict requirements on a series of regulatory policies promulgated by Bancassurance,especially on product nature,sales behavior and handling fees after 2016,which has caused considerable impact on the scale of Bancassurance premium of Yantai A Life Insurance Company.Taking Yantai Company of A Life Insurance Company as an example,this paper uses PEST analysis and Five Forces Model to analyze the macro and micro environment faced by its banking and insurance industry.Based on the current situation and policy situation of the insurance market in Yantai area,this paper makes an in-depth analysis of the marketing strategy and existing problems of the banking and insurance business of A Life Insurance Company in Yantai area,and combines MBA knowledge theory with A knowledge theory.The actual situation of life insurance company,study its development strategy of bank insurance business in Yantai under the new policy environment,formulate feasible marketing strategy,hope that through this study can help A life insurance company to achieve better operation and management of bank insurance business.