Research On Marketing Strategy Of Bane Assurance Of A Bank

Banc assurance, as one of bank agent business, is efficient source of increasing intermedial business income and also the important means of increasing bank core competence. Bank A has been the agent of banc assurance for ten years. The product and marketing flow have been becoming mature. But as the stronger market competition, the market share ranking order in four stated-owned banks changes from first to third. This paper study the present internal and external environment and marketing strategy of Bank A's banc assurance, adjust the marketing strategy, and put forward special measures to raise Bank A's banc assurance competence.First, define the connotation of banc assurance from narrow and broad perspective and describe the overseas and domestic development situation of banc assurance. The domestic banc assurance has developed from the stage of concurrent agents into the stage of share holding cooperation.Second, on the base of analyzing the development situation of Bank A's bane assurance, the paper analyze the external environment of Bank A from the aspects of economy environment, horizontal competition and industry regulation and the internal operational conditions of Bank A from the six aspects such as product structure, marketing group and performance encouragement and so on.Third, analyze the aims and location of marketing strategy adjustment of Bank A's bane assurance and put forward the adjustment key points from the aspects of building up stratified marketing business, raise the ratio of property-casualty insurance, force on agriculture industrialization leading enterprise and build up high quality talents.Finally, put forward detail measures from the points of product, sale promotion, channel and risk controlling. On product, adjust structure, layout reasonably, research and develop special products to increase competence; On channel, exploit cabinet member, telephone, electron and finance planner channel; On sale promotion, advertisement, interactive activities, cooperative units and people propaganda; On risk, this paper provide the suggests of controlling reputation risk and reimbursement ability risk; On inspiring, the paper puts forward that substance inspiring and spirit inspiring must be united.