Research On Marketing Strategy Of A Bank Bancassurance Products

With the intensification of competition in the financial industry and the promotion of financial integration,bancassurance products have grown rapidly as an important part of domestic financial products.A bank as one of the four major state-owned banks,but also to increase the intermediate business income and product structure adjustment,which is particularly evident in the bancassurance business strategy.But with the development of A bank bancassurance,bancassurance products produced due to complaints than routine upward trend,which has brought many negative effects to the A bank,has also attracted the attention of the leadership of Bancassurance marketing strategy.This paper describes the A bank bank insurance product sales background as well as the specific sales of bank protection A product types and in recent years,the complaint case of bank protection,the analysis of the problem of A bank bank insurance product complaints exposure.The purpose of the study is to analyze the marketing management problems of bank A bank,and to analyze and optimize the bank's Bank of A bank from a strategic point of view.This paper uses PEST external analysis and SWOT analysis method,in-depth analysis of the strategic positioning and competitive advantage of A silver bank insurance cooperation from a strategic point of view,to solve the problem of insufficient cognitive strategy;according to different class of customers in different life cycle,provide the product portfolio to meet the needs of the Bancassurance products and to develop a reasonable for them.Helps to reduce the product and demand does not match the complaint.The use of CRM theory,combined with the OCRM bank's A system,from the analysis of customer information,lock VIP customer groups,the depth of the customer's potential to tap customer security requirements and other aspects of the analysis of how to improve customer satisfaction.Finally,combined with the marketing environment changes and the evolution of the theory,mining problems and analyze the reasons,from the development process of A bank,A Bank of Bancassurance marketing management strategy of safeguard measures,proposed to build professional marketing team,A Bank Strategic optimization for bank bancassurance product business development incentive system,solve the problem of product sales professional and the incentive system is not reasonable,trying to A bank managers and decision-makers in the future further development of Bancassurance marketing to provide some useful reference.