Research On The Marketing Strategy Of Bancassurance Of CIGNA-CMB Life Insurance Company

In twentieth Century 80, Bancassurance as an emerging industry appeared in the Chinese financial market, the birth of bank insurance immediately by the theoretical circles and industrial circles a lot of attention. "Bancassurance" in essence, it has dual characteristics of "insurance" and "bank". It is started in France, then after the exploring and developing by the various countries, which has been mature. Compared with the world insurance industry development, bancassurance starts relatively later in China. After the initial exploration stage, Chinese bank insurance has developed from the simply premium collection model to a rapid development period, the cooperation mode has been through and developed by the simple cooperation into capital cooperation. In the positive development of the insurance industry policy support and the wealth management concept has been through, bank insurance ushered in a new development opportunity. Based on the shareholder background advantages, the bancassurance business of CIGNA&CMB Life Insurance Company is experienced in the single investment products gradually transformed into the life insurance products line, which is following by the China Merchants Bank customers demand. However, the CIGNA&CMB bancassurance business started relatively late and also facing various problems and challenges during the single channel cooperation process with China Merchants Bank. How to give full play to their own advantages, strengthen the breadth and depth in channel cooperation, improve the internal management mechanism and structure, create the great development of CIGNA&CMB bancassurance business has become an important topic of management urgently need to consider. They also have an important strategic meaning to the company’s business development.In this essay, the bancassurance businesses of the CIGNA&CMB Life Insurance Company as the research object, which will introduce the service marketing theory and method of the bancrassurance. It also will review the origin and development and current business situation of the bancrassursance. PEST model will be used to analyze in various environment of bank insurance. SWOT analysis model also will be used for analyze the advantages, weakness, opportunity and threat of the bancrassurance business of the CIGNA&CMB Life Insurance Company. The purpose which is find out the problems in the products sales channel and internal management during the development process. Giving the suitable bancrassurance business development suggestions to CIGNA&CMB Life Insurance Company by marketing strategy mode.The Bancassurance of marketing strategy of CINGA-CMB suggestions are along the company’s equity changes caused by the bancassurance mode change path design, part strategy has been in the exploration and practice in the process of research and development, hope can for the company’s throwing out a brick to attract jade practice combining theory, provide a reference.