Research On The Improvement Scheme Of Bancassurance Business Marketing Strategy Of A Life Insurance Company

In recent years,with the rapid development of Internet information technology,the degree of networking and digitization of China’s economy is increasing day by day.The macro environment,meso environment and micro environment of marketing have large changes.Enterprise marketing,including insurance marketing,has to adapt to this environmental change and constantly optimize its own strategy.The bancassurance business carried out by A life insurance company in cooperation with the bank is also innovating its marketing strategy in order to improve its business productivity.However,the innovation of its marketing strategy can not deeply solve its marketing problems,and there are still some problems.Therefore,how to adapt to the current environment for optimizing the bancassurance marketing strategy is not only a practical problem faced by A life insurance company,but also an important theoretical problem worthy of study.Based on the contemporary marketing strategy theory,this thesis combines normative analysis with empirical analysis,questionnaires,statistical analysis and other methods.Firstly,on the basis of systematic review of the development history of A life insurance Company,especially the development history of bancassurance business,an in-depth analysis of the existing problems in the marketing strategy of bancassurance business of A life insurance company,such as single product structure,insufficient types,small coverage and other problems;The pricing strategy has some problems,such as inaccurate pricing and unscientific price standard.In terms of channel strategy,the existing channel resources are not fully utilized and the sales channel is single.In terms of promotion strategy,there are some problems such as insufficient advertising,non-standard activity experience and less live talk activities.Secondly,based on a comprehensive analysis of the internal and external environment and constraints of A company’s bancassurance marketing business,the thesis puts forward a specific plan to improve the marketing strategy of the company’s bancassurance business: The main principles of improving bancassurance marketing strategy are customer first,risk and benefit,win-win cooperation and keeping pace with the times,etc.The overall goal of marketing strategy improvement is to increase the annual premium scale from 5.762 billion yuan to 10 billion yuan,with customer satisfaction of more than 95%,and strive to become a more influential life insurance company at home and abroad.The specific measures of strategy optimization include: in terms of product strategy,to enrich the product category,expand the scope of product security;In terms of price strategy,differentiated pricing strategy should be developed to enhance bargaining power;In the channel strategy,we should make full use of existing channels,deepen channel management,and build diversified channels;In the promotion strategy to increase advertising efforts,standardize activity experience.Finally,the guarantee measures for the implementation of the strategy optimization plan are put forward,including organizational guarantee,system guarantee and personnel guarantee.