Research On The Marketing Strategies Of Bancassurance Of Taiping Life Insurance Company

In the1980s, as emerging financial commercial glossary,"bancassurance" entered into the industrial world and the vision of theorists. Bancassurance is one kind of business model which is the combination of the banking industry and the insurance business. Internationally, the development of bancassurance is quite already mature. In our country, the coming of bancassurance is later, but because of its advantage of gathering the bank and insurance company’s superiority to realize the goal of resource sharing, and to bring the adding value for the bank, the insurance company and the customers, it also rapidly expand. At present, the majority insurance companies in China collaborate with all kind of bank organization together to market insurance product, and the scope and form of the cooperation also gradually change and deepen. As the earliest company of managing finances product life insurance, Taiping Life Insurance Co., LTD promoted YINBAOTONG cooperating with the bank in the home the earliest. And it also has the first section of bancassurance specialized managing finances plan electron platform in the domestic, namely the customer relationship management system of "CAIFULINGYU" But, in new time, particularly after the financial crisis, facing with the challenge of new round competition, how to adjust its own service strategies to maintain the leading position in national bancassurance service, and to resist the competition from companies of the foreign capital, is one of the questions for Taiping Life Insurance Co., LTD to consider.This dissertation takes the bancassurance of Taiping Life Insurance Co., LTD as the research object. Through the analysis of the external environment, the threat, the opportunity, the inferiority as well as the superiority for its development’s, and concrete questions of its product, price, channels and sales, this paper proposes further strategy suggestion for the development of the bancassurance of Taiping Life Insurance Co., LTD.This article chapter arrangement of this paper is as follow:The first chapter is the introduction, mainly introduces the research background, the research significance, the research technique and the research route and so on. The second chapter is the theory summarizes, introduces the theory support of the bancassurance and the marketing theory. The third chapter is the present situation and question analysis of the bancassurance of Taiping Life Insurance, and lays the foundation for further analysis of its marketing strategies. The fourth chapter and the fifth chapter are main body part of this article. The fourth chapter has carried on the analysis of the marketing development environment of the bancassurance of Taiping Life Insurance from three facets of the current life insurance market, PEST analysis, and SWOT analysis. The fifth chapter is the suggestions for the market development of the bancassurance of Taiping Life Insurance from four facets of product strategy, price strategy, channel strategy and service promotion strategy. The sixth chapter is conclusions and further research directions for future.The main innovations of this paper is:through considering the changes of politics, economics, society and technical environment in new times, as well as the changes of market competition condition, analyzing the problems of the bancassurance service of Taiping Life Insurance, and promoting some strategy suggestions for its future development from the classics four aspects of product, price, channels and promotion strategy.