Research On The Marketing Strategy For Bancassurance Of A Insurance Company Lanzhou Branch

Bancassurance, which means "saling particular insurance products to clients in the bank branch", originated in Europe during the 1990s. It landed in our country in 1996 and achieved a full blast in the life insurance just a few years. As a brand-new Business model in the conditions of financial integration and market competition becoming increasingly fierce, the bancassurance started late but has a rapid development. It has become the fastest growing and part of the largest proportion in the life insurance business at present.The premium growth of the A insurance company, which is one of the earliest insurance company built in Lanzhou, has been present a rapid development trend. As the growth of the insurance market mainstay in Lanzhou resent years, the price war has become intensified which the core is bank charges, and the bank insurance marketing has emerged some problem such as the predictable product structure and the impeded marketing channel. This paper analyzed the opportunities and threats in the business development and marketing environment of the A insurance company, summarized the advantage and the disadvantage of the company. And formulated the corresponding Marketing strategy using the 4p theory, provide the feasible advice for the company bank insurance business. With the aspects of Organization system, business process, channel construction and personnel management, the paper designed an organization safeguard to make the strategy useful.The analysis of this paper is based on the writer's work experience and thinking in the insurance industry. Combined the knowledge learned from MBA, the marketing strategy and the safeguard measures which proposed is meaningful for the business development of the A insurance company, as the case might be provide reference for the operators and regulators of the insurance company and banking institutions as well.