Research On The Marketing Strategy For The Life Insurance Business Of Tianan Baiying Company

In 2016,the insurance industry has been developing rapidly,the bank insurance industry is ushered in the best opportunities for development,taking the Bank of Jilin province insurance market as an example,the size of the annual premium exceeded 27 billion RMB,increasing 98% in 2016.The rapid development of bank insurance is mainly dependent on short-term financial insurance sales,many insurance company's cash flow from short-term financial risk,more than 90% business of the individual company comes from short-term financial risks,due to short-term financial risks are of short duration,high financing costs,therefore,the rapid development of short-term financial risks to both the bank insurance industry brings opportunity and risk,many main companies in order to be able to achieve profitability in the securities market is frequently placards,followed to the insurance industry has also brought huge risk.China Insurance Regulatory Commission held an important meeting for this purpose,the insurance company intends to develop short deposit renewal products in an unprecedented strict restrictions.Again the bank insurance agency business lines that the insurance industry must be named "BAO" as the fundamental principles,can be predicted that the insurance industry in particular bank and insurance industry will face a very important turning point and "pain".Jilin Tian Bai Ying company is the predecessor of Jilin Cheonan property insurance bank insurance department,management in 2016 sales of 4 billion 300 million yuan,accounting for 99% of the overall premium business,Tian Bai Ying although achieved good results in financial insurance sales,but for the life insurance marketing is still in a very early stage,with the change of regulatory policy,Bai Ying Tian the business center must be tilted to the life insurance business,but at present the Cheonan Baiying life insurance premium scale is only 2 million 400 thousand,accounting for less than 1% of the market.Lack of experience in the sale of life insurance products,sales of products is very simple and complex product form,the sale is difficult,these problems caused by the joint venture life insurance now marketing dilemma.Tian Bai Ying company also has its own advantages,such as auto insurance business,such as business wealth added more channels for customers for life insurance sales,the most important is Tian Bai Ying has a large number of customers with sufficient resources and cost of sales,Tian Baiying current customer resources of over 40 thousand,the stock of the policy element the premium of more than 100 thousand yuan,this is the advantage of Tian Baiying life insurance business the largest banks;and with good relations of cooperation,and provide a strong guarantee for Tian Bai Ying business life insurance business.This paper summarizes the advantages and disadvantages of Tian Baiying,puts forward the strategy and implementation of three point operation: one is to own the stock of customers to business development,increase customer stickiness and loyalty;second,relying on cooperation in good bank relationship,do banking agency work,to the bank the stock of customers for premium.Third,will be sufficient to use the reasonable cost of sales place to do a good job of project management and precision marketing.Stimulating the growth of life insurance business by increasing the average premium and not increasing the number of pieces.The effective implementation of enacted for the protection of the marketing strategy,the company must first be Bai Tian Ying company from the office to the unity of thinking,a sales force everyone to clear the important significance for the transformation of life insurance companies and individuals,secondly,should be included in the assessment of the life insurance business within the scope of the life insurance business a clear standard,improve the life insurance the proportion of insurance and financial business assessment,insurance performance standards should be reached with the life insurance business linked to the sales team to achieve revenue of life insurance business as guide.Objectively make the sales team clear the strategic significance of life insurance business.Finally,through the basis of strict management,sales support team action is not deformed,in the life insurance business promotion reward.In a word,with the change of regulatory policy,Tian Baiying company must change extensive management mode at present,not entangled in the product rate level,but to focus on the team,strengthen training,improve the basic quality of the team,at the same time,attention to marketing,not only to rely on the vast and extensive increase to pull through premium model.It is hoped that the three life insurance marketing strategies proposed in this paper can help solve the problems and difficulties encountered in the current life insurance marketing.