Analysis Of The Research On Consumers Purchase Intention And Influencing Factors Of Bancassurance

With the development of economy, the financial innovation, the development of the insurance industry in China is changing. The bank insurance as one of 3 business pillars of insurance industry in our country, with nearly 20 years of development, and gradually expanded, influence gradually deepened. In behind the prosperity and development, our country banking insurance also met a lot of problems, especially since new rules on the implementation of Banks and insurance companies, the more development domestically. In recent years, the deep-seated problems of bank insurance aroused wide attention to the social from all walks of life.As the research object, this paper takes shenyang bank insurance from a consumer perspective, on the basis of predecessors’ research results, the factors that affect consumers to buy bank insurance is divided into two aspects of internal cause and external cause, and made a research mainly through the way of questionnaire survey data and information. In this paper, based on the information, through the analysis of different methods, finally put forward about several opinions and Suggestions to the further development of bancassurance in shenyang.On writing structure, this paper is divided into four parts: the first part of the introduction, including the research background and significance, research ideas, methods and process, also the innovation and deficiency of this article do the self assessment; Summary of the second part of the bank insurance, first the connotation of the bank insurance are described, followed by specific describes the stage of development of the world bank insurance and cooperation mode, then introduced two directions from the economic and marketing advantages of bank insurance development in our country, finally, the development of bancassurance in China and the present situation has carried on the brief narration; The third part of questionnaire, this part mainly introduces the design of the questionnaire, and shown on the results of the survey statistics, slightly analysis; The fourth part analysis of affecting factors of consumers to buy bank insurance in shenyang and the relevant opinions and Suggestions on the department is divided into the focus of this article and essence. First of all, to influence consumer buying bank insurance of internal cause, namely consumer oneself factors, Logistic model is set up, using SPSS software for statistical analysis. Second, external influence consumers to buy bank insurance in shenyang, divided into positive and negative two aspects in this paper. Finally, based on reviewing the negative factors emphatically, put forward some opinions and Suggestions.