Research On Marketing Strategy Of Bank Insurance Business Of A Insurance Company

Bancassurance originated in France in the 1980 s.With the rapid development of bancassurance,it has gradually been emulated by European and global financial industries.It is a comprehensive business integrating channel innovation,product innovation and institutional innovation.The cooperation between my country's banking and insurance industry began in the 1990 s,when large insurance companies began to sign agency agreements with commercial banks to sell insurance products in order to expand their business scale.After thirty years of development,the cooperation between insurance companies and commercial banks has been continuously strengthened,the degree of integration has become higher and higher,and cooperation has become more and more tacit.At the same time,the degree of competition of insurance companies in the channel of commercial banks has also been intensified.Against the backdrop of a significant increase in the importance of precise and professional marketing of business channels,insurance companies have gradually increased their emphasis on marketing strategies.A insurance company's bank insurance business started late,and the channel development and marketing management experience are inadequate.This paper makes an in-depth analysis and sorting of the current status of A insurance company's bank insurance business marketing.The actual development situation,in-depth improvement of A insurance company's marketing strategy of bancassurance business,to increase its bancassurance business premium income to a reasonable proportion,thereby enhancing the popularity and competitiveness of A's bancassurance business.This paper further adopts the form of a questionnaire,based on the internal data provided by A insurance company and the development and marketing rules of the bank insurance business channel,targeted mining of the existing problems in the marketing strategy of the existing bank insurance business.The steady and rapid development in the future puts forward reasonable planning,and formulates reasonable,legal,and effective marketing strategies.The research content of this paper focuses on the company's existing bancassurance business marketing strategy in order to propose a bancassurance marketing strategy that matches the existing environment,especially the A insurance company's high-end brand.