Research On The Marketing Strategy For Bancassurance In China

Bancassurance market develops rapidly in China. Whether today's separate operation or future's mixed operation, the development of Bancassurance in china is inevitable. Bancassurance in China faces many contracdictions accompanying the change of macroeconomic environment, organization system and government policy.Firstly, the paper analyses the history of international Bancassurance market and studies the internal and external motive causes. Secondly, the problems of developing Bancassurance in China are studied based on the reality of our country. Thirdly, the external environment and competition situation of Bancassurance in China is analyzed by using SWOT theory. Fourthly, the product and service policy, and the channel marketing strategy in Bancassurance business are studied, and synthetic strategy of keeping and enlarging of competitive power in Bancassurance in China is also put forward.