Research On Main Channel Development Of Bancassurance

The thesis consists of three parts: the introduction, the case and its analysis.The first part presents the background, the study clue and method. This part also gives a brief summary of the process of collecting material for the thesis.The second part introduces the background information of Chinese life insurance market and the history of Taian Life. On this basis, the case presents Taian Life's marketing strategy since its reopening, laying the great stress on bancassurance. The case also describes one of its organizational behavior problems.In the third part of the thesis, we apply Strategy Management, Marketing and Organizational Behavior theories analyzing the case with emphases on marketing and organizational behavior. At the beginning of this part, we give a detailed discussion on the existing circumstances of bancassurance and consumer demand. Based on the discussion, we analyze Taian Life's marketing strategy. At the end of this part, we use syllogism dealing with the problem on organizational Behavior. We first bring up the problem, then employ organizational behavior theory analyzing the problem, and finally adventure an idea to solve the problem.