Research On Marketing Strategy For Bancassurance Products Of QJ Branch Of Agricultural

In recent years,with the rapidly development of China's economy and the improvement of residents' quality of life,the awareness of insurance demand is gradually stimulated.In the past few years,some improper sales behaviors,such as misguided sales and fixed deposit change into guarantee slip,which have a significant impact on the reputation of bancassurance products.In 2018,the China Insurance Regulatory Commission merged,ushered in the era of penetration assessment by a regulatory system,and stressed the protect function of bancassurance products,the short-term payment bancassurance products will gradually vanish,and improper sales behavior was standardized.In the current situation,how to combine their own situation,active bancassurance products transformation,and develop more suitable product marketing strategies is the urgent problem for commercial banks to solve.With the intensification of competition,the continuous standardization of bancassurance products and sales behavior under the new regulatory policy,some problems such as weak marketing enthusiasm,declining customer satisfaction and loss of core customers are also exposed of QJ branch of Agricultural Bank of China(short for QJ Branch).Therefore,in order to deal with these problems,this paper focuses on the marketing strategy of bancassurance products in QJ branch.First of all,the development of bancassurance business and marketing theory are reviewed.Combined with the "bottleneck" of bancassurance product marketing of QJ branch,4R marketing combinaton theory is selected as the basis of product marketing strategy.At the same time,collect the relevant business data of bancassurance business of QJ branch from 2015 to 2019,analyze the external competitive environment of bancassurance business with PEST analysis method and Porter's five force model,find out the potential opportunities for development.Then analyze the internal product marketing ability,and through the questionnaire of insurance product familiarity and product purchase process experience satisfaction of QJ branch random sampling customers,the problems existing in the development of bancassurancebusiness at this stage are found through the analysis of internal and external conditions.Finally,on the basis of 4R marketing combinaton theory,combined with the situation of QJ branch,on the basis of classified management of customers,play the core role of bancassurance products in the process of customer asset allocation,provide personalized services,with differential promotion,follow different demandands and give feedback.Finally,put forward safeguard measures from improving the business development system,improve the level of marketing team specialization.Through the research on the marketing strategy of bancassurance products of QJ branch of Agricultural Bank of China,this paper provides reference ideas for optimizing the marketing of bancassurance products of QJ branch,in order to improve the comprehensive competitiveness of bancassurance products marketing of QJ branch.