H Life Insurance Companies Bancassurance Optimization Marketing Strategy Research

With the continuous development of the modernization of China's socialist market economy and the financial industry to promote the process of bank insurance as a means of banking and insurance cooperation,has got considerable development,after more than 20 years of rapid development,occupy a place in the personal finance market,has become China's insurance companies,especially is one of the main channels of life insurance product marketing.At present,with the increase of the main market,various types of financial products emerge in an endless stream,business bank and insurance business as many insurance companies a competitive sector,gradually showing some irregular competition phenomenon,the CBRC promulgated relevant policies to restrict the increase gradually,on the one hand to deal with the same type of competition between enterprises,on the other hand,with the bank all kinds of financial products to attract depositors funds.One of the H company as the largest insurance company,changing the face of fierce competition and domestic political environment,the bancassurance plate facing the plight of the market share of premium income decreases,shrinking,according to the current situation of the changing market adjust itself in the bancassurance channel marketing strategy has become an urgent problem.In this paper,H life insurance company in the bancassurance business marketing strategy as the research object,the first analysis of the life insurance company H bank insurance marketing present situation and strategy,can be found in H life insurance company in recent years the bancassurance business development situation is not optimistic,investment increases gradually and in all aspects of human capital,bancassurance business the proportion of showing a downward trend,this paper divides the marketing strategy of H life insurance company's existing two aspects of direct and indirect marketing strategy marketing strategy,then further analysis of existing problems and causes of the marketing strategy of H life insurance company insurance,found that the problem is mainly concentrated in the both sides recognize differences,bancassurance standardization to enhance product marketing;a single product pricing,lack of attraction;bancassurance development is insufficient,the marketing channel is not smooth;the marketing strategy is unknown,lack of cost control in four aspects.This paper through the questionnaire survey combined with AHP to determine the weight of every index layer,quantitative analysis of marketing status of H life insurance companies bancassurance products,in order to pave the way for the next chapter of the optimization strategy.H life insurance company should be combined with the needs of consumers,to participating insurance products,strengthen business promotion efforts,using counter and online communication channels,strengthen the bancassurance strategic cooperation,the pricing and execution mode diversification,management personnel and information management system,actively building a professional.Through these measures,in order to promote the further development of Bancassurance company of H life insurance company and improve its market share.