Research On The Marketing Strategy For Bancassurance Of TB Insurance Company Shenzhen Branch

The development of China’s banking and insurance has been more than ten years. ten years is just a beginning for the relatively mature European market, but the development of the banking and insurance market in China has not been easy. Especially from2005to2008financial crisis in recent years, China’s banking and insurance business volume fluctuations, which indicates that China’s banking and insurance market is still immature, and not a solid basis for cooperation between banks and insurance companies.After2008, China’s banking and insurance into the stage of rapid development, the various insurance companies have great importance to the mode of cooperation in banking and insurance, the scope of the bank and insurance business and sales of rapid growth.TB Property&Casualty Shenzhen Branch was established in1992, is located in the coastal open cities in China, the TB property insurance branch, in2011realized a total premium income of2.6billion yuan up to22%market share, over the years, retaining its position as the Shenzhen City the first three of the insurance market. Over the years, the branch of the business has achieved considerable development, bank insurance business is to get good results, one of the important way for companies to increase premium volume. The face of fierce market environment, however, the TB of property and casualty insurance, Shenzhen Branch Bank insurance business is also exposed many problems, which restricts the faster development of the business. Therefore, how to develop a suitable TB Property&Casualty Shenzhen Branch in the process of following the rapid development of marketing strategy, the bank insurance business in the fierce market competition is still dominant position is an important issue facing the Shenzhen Branch.In this paper, the theory of marketing management, a more detailed analysis of the status of the TB property and casualty insurance, Shenzhen Branch Bank insurance business, through the analysis of the Shenzhen Branch of Bank of TB property insurance insurance marketing environment, combined with the use of SWOT analysis the company banking insurance marketing opportunities and threats, strengths and weaknesses, property Insurance Company of TB bancassurance marketing strategy put forward specific ideas and marketing strategies. Form their own competitive advantage in the banking and insurance business and to further enhance the competitiveness of the Shenzhen Branch.