Shenzhen Branch, Prudential Life Insurance, Banking And Insurance Business Diagnosis And Marketing Strategy

Bancassurance business is one of the main businesses of insurance banks; it plays a vital role in promoting insurance development and in the maximization of the economic benefits of China's insurance companies. At present, the competition for bancassurance business between insurance corporations becomes more and more intense. How to maintain and expand market share in the fierce competition has become the company's key issues in strategic decision-making. Therefore, analyze and diagnose the bancassurance business of CITIC-Prudential Life Insurance Company Ltd. Shenzhen branch, and study its marketing development strategy has not only some practical guiding significance for Shenzhen branch, but also some lessons for other companies.CITIC-Prudential Life Insurance Company Ltd. Shenzhen branch is a joint-stock insurance company in China's open coastal cities, it has made great progress in its every business since its entry in Shenzhen in 2005, and its bancassurance business has also achieved a good performance, and becomes one of the most important ways to increase the scale of insurance premium. Now how to develop a further development strategy based on this is an important issue that Shenzhen branch has to face.In this paper, we used the related theory and diagnosed the present state of the development of bancassurance business of Shenzhen branch; we did some thinking in the problems of the process. in specific, and studied that how Shenzhen Branch should take advantage of its own resources and ability, play up strengths and avoid weaknesses, combine the external opportunities, threats and internal strengths, weaknesses, make a development strategy that fits the internal and external environment, form its own competitive advantages in bancassurance business to further improve its competitiveness.