Study On Relationship Marketing Applied For Bancassurance Business Of Sichuan Branch, TP Life Insurance Company Ltd.

Bancassurance originated from Europe in 1970 s and quickly developed to be a global financial service. It appeared at the end of last century in China, and started entering into standardized phase with the development of nearly 20 years. In the new economic, policy, social and technical environments, however, Bancassurance in China is not only encountering developmental issues but also chances.This paper, with the application of relationship marketing in Bancassurance business of Sichuan Branch, TP Life Insurance Company as research subject and Project LOCK with relationship marketing applied as the actual case analyzed, analyzes the achievements before and after project implemented from many aspects to find whether relationship marketing could enhance the marketing achievement in new situations and further analyzes the way for developing relationship marketing.This paper firstly introduces theories of Bancassurance and relationship marketing and clarifies the necessities, current situation and issues for relationship marketing implemented in China based on the summary of their definitions, development history and issues. Then, it proposes the way to develop relationship marketing based on the analysis for business environment & the related issues and marketing issues and strategies of Bancassurance of Sichuan Branch, TP Life Insurance Company. Thirdly, it introduces and comparatively analyzes the Project LOCK with relationship marketing applied from several aspects. At last, it is concluded whether relationship marketing could enhance achievement of Bancassurance and points out the way that relationship marketing should be applied and developed in Bancassurance.