Research On Customer Marketing Strategy Of JY Company's Banking Insurance Business

With the development of China's insurance industry and insurance market,As a new form of economic development,a bank-based insurance company is gradually emerging and gradually developing and expanding.JY Insurance Company is the first bank insurance company in China established by a joint venture between banks and insurance companies.Although the development of bank-based insurance companies is flourishing,due to the relatively late start of the development of China's insurance industry,so there is still a big gap between the developing countries and the developed countries,making the development of the banking insurance industry also facing great challenges.Many insurance companies have to develop marketing strategies to improve their own core competitiveness in order to cope with the fierce competition in the insurance market.The implementation of customer marketing strategy is an important measure to adapt to the development of the insurance market,expand the market share of enterprises and obtain profits.This article takes JY insurance company as the research object,The development of JY insurance company is analyzed and the problems of customer marketing are summarized.Then through using the swot analysis tool carries on the superiority,the inferiority,the opportunity and the threat analysis to the JY insurance company's marketing environment,discovers that the JY insurance company exists the target market not to be clear,There are some deviations in the market orientation.JY insurance companies are over-dependent on JY bank and other marketing problems.According to the marketing environment that JY insurance companies are facing,combined with 4P marketing strategy,this paper puts forward specific countermeasures to the JY insurance company's customer marketing strategy,and proposes the improvement of customer service,the training of specialized marketing team and the establishment of standardized Incentive system and other appropriate safeguards.Through the study of JY insurance company's customer marketing strategy,the author hope to provide reference for the development of JY insurance company and the development of bank-based insurance company.