Research On Shaanxi Branch Bancassurance Marketing Strategy Of Agricultural Bank Of Chian

At present ,the bank competition environment has had the huge change, conventional service profit ability continues to glide down, Thus the middle service risk small, the income big characteristic more and more brings to the bank attention. Agent insurance business took the middle business the new variety, has the considerable development potential, This article take the bank agent insurance business market marketing as a background, mainly studies the banking industry agent insurance business the market marketing strategy plan design question, is research which to the present bank middle business, the agency business development aspect carries on, simultaneously also is one of insurance business extremely issues of concern.This article acts the XH insurance company's life insurance product take the agricultural bank SX branch as an example, studies the banking industry agent insurance business the marketing strategy, Agricultural Bank in Shaanxi Province as one of the four major state-owned commercial banks , which hold huge market shares in Shaanxi. XH companies belonging to the new company is developing stage , market shares are still very small, therefore this article has studied options XH company's products , which have a certain representation and practical significance.This article uses the case research the method. Through qualitative, quota analysis method, from competition aspects and so on environment analysis, benefit analysis qualitative, quota analysis, obtains the bank to develop the agent insurance business necessity; Using Porter's Five Forces Analysis competition , obtains the competition condition and the competition intense degree which the proxy insures; Using the SWOT analytic method, is clear about the SX branch the competitive advantage, the inferiority, the opportunity and the threat; Will insure the product using the contrast method the brand , the share , the promotion , the channel , the personnel and so on joins the comparison , the root which will discover the silver to guarantee which in the cooperation to have the question and produces , will formulate the reasonable market localization the product design,the market competition,the market for the source SX branch of the Agricultural Bank enters and so on the market sale strategies , as well as will contain the channel marketing,the personnel marketing,the relational marketing,the network marketing market marketing plan. Formulates the reasonable marketing strategy and the plan for the SX branch, is for the purpose of developing the bank agent for his line to insure the product to provide the theory and the practice participation.This article holds that life insurance agents branch of the Agricultural Bank SX products conducting strategic expansion , take no difference in the concentration of market positioning and strategy, product expansion and focused product strategy , market challenger competition strategy weak from the free market access strategy to take the initiative in order to expand market share. Using matrix organizational structure,establish a counter,the Internet and other three-dimensional multi-level marketing channels using financial management division Customer Marketing Manager personnel,the strengthening relationship marketing,promotion well- knownness to promote the rapid development of insurance products , obtains the silver to guarantee win.