Research Report On Xiangtan City Insurance Product Consumption Behavior Based On Banking Channels

In recent years,along with circ policies,the sales difficulty of the life insurance company through the banking channel of insurance products is also increasing.In 2017,the circ notice again,making a regulation clear that insurance product must return to guarantee.In march,2018,according to a report from the institution under the state council,the Chinese banking regulatory commission and the Chinese insurance regulatory commission will disappear,the bank of Chinese insurance regulatory commission replaced.By nearly two years of policy,regulation is steping up.Under this background,the sales road of insurance products through the banking channel is also more bumpy.In this paper,under the guidance,bank channel of insurance products in Xiangtan city life insurance company is as investigation object,and we study its sales situation.Further through the individual consumer behavior model,the bank channels of insurance products consumer behavior model is established,and on which we design questionnaire.In the form of questionnaires and interviews,we obtain the research data and the conclusions.The purpose of this research is mainly to explore the reasons behind why insurance premiums of bank channels in Xiangtan city is constantly falling behind,investigate consumer consumption behavior of insurance products of bank channels in Xiangtan city,and research the main decision factors influencing consumers not to purchase the insurance products of bank channels.According to the current situation,in the downlink,insurance department of channels of bank should change passively to actively to take rescue measures to adapt to the mainstream.With which purpose of this article we design the questionnaire and research in the consumer behavior theory,.According to the questionnaire distributed and recoveryed,we organized survey data and divide the data into three groups.According to comparing the purchase intention level,we thus draw the corresponding conclusion.Results show that the deep-seated reason why the sales difficulty of insurance product of bank channels in Xiangtan city is upgrading is the conflict of economic strength and purchase intention;About half of respondents for having already purchased insurance products of bank channels is satisfactory.The reasons behind why they are not satisfied with it are on the one hand insurance agent and bank staff are impatient for success,exaggerating the banking insurance product revenue,misleading sales to consumers,comparing the life insurance company's insurance products' income of bank channel and bank deposit's interest to the sales,and primarily inducing consumers to buy the financial insurance products of sharing out bonus with consumers' not understanding them.There is no concept of guiding consumers to return to the security of insurance products;on the other hand insurance companies are low efficiency of their claims and their formalities are complex.The survey also founds that the main reason that consumers are willing to buy the insurance products of bank channels is that most consumers don't think insurance products can be a certain extent legal liability risk shift on property,and do not want to buy insurance products and don't have financial investment habits.They more focus on traditional deposit savings products.This paper has certain reference value for the insurance research of bank channels in financial industry,and also provides some Suggestions for prospective banking insurance product designing direction in Xiangtan city and exploring direction of marketing model,providing the corresponding direction to the development of the banking intermediary business,playing a role in promoting for the construction of the future financial diversified development.