Research On The Relationship Marketing Strategy Of The R Branch's Agent Insurance

Under the background of financial liberalization and interest rate liberalization,the competition in the banking sector has been gradually aggravated.The obvious effect of the financial disintermediation and the continuous narrowing of the spread between deposits and loans have not only prompted commercial banks to improve their intermediary businesses in the areas of credit,but also improved the proportion of intermediate business income.As one of bank's agency services,bank insurance is not only an effective source of increasing the income of intermediary businesses,but also an important means for banks to enhance their competitiveness.With the bank insurance business model and sales process is becoming more sophisticated,under the policy of insurance market,bank agency insurance business is receiving more and more attention from bank operators.Insurance product marketing is not only product sales,but also multi-faceted and comprehensive strength of competition,how to enhance the banking agency insurance business marketing level has become an important issue for bank managers urgently need to study.Based on the related research results and taking the first-level branch of a state-owned commercial bank as an example,this paper applies the theory of relationship marketing to point out the current situation of this branch of the insurance business.In addition,this paper analyzes the causes of the problems in detail and constructs the relationship marketing strategy model according to the actual situation of R branch.The marketing strategies are proposed from four aspects: association,reaction,relationship and return.It contain four parts,that are association strategy of competition oriented and customers closely related,reaction strategy to market information,relationship strategy of interacting with all interrelated main bodies,and return strategy of giving positive feedback strategies to all stakeholders.This thesis is divided into six parts.The first part is introduction.This part expounds the background,purpose and method of this paper,briefly introduces the main contents of this paper and gives the framework of this paper.The second part is the literature review.This part includes the related theories of bank insurance and relationship marketing,and the review of relationship marketing in bank insurance.Although relational marketing is commonly used in the banking industry in our country,it is rarely used in bank insurance agency business.There is not enough understanding of agency insurance business relationship marketing among bank employees,and the overall planning of relationship marketing is not perfect.Therefore,this paper attempts to study the case of agency insurance business relationship marketing strategy with R branch as a case study.The third part is the current situation of R branch agency insurance business marketing.This chapter provides an overview of the R branch agency insurance business development process,business scale,business environment and strategic objectives,expounds the main marketing strategies of the R branch agency insurance business,and summarizes the current marketing measures taken by R branch agency insurance business.Although the R branch has taken some marketing measures in behalf of the insurance business,it has not changed the trend of insurance coverage and double-dip.The fourth part is the analysis on the problems and reasons of R branch agency insurance business relationship marketing.This chapter points out the problems existing in the agent insurance business relationship marketing of the R branch,and analyzes the causes of the problems in detail from the four angles of "relevance","reaction","relationship" and "return".For the next part of the relationship marketing strategy construction laid the foundation.The fifth part is the construction of R branch agency insurance business relationship marketing strategy.This chapter is the core content of this paper,using the famous 4R theory in marketing,combined with the current situation of R branch,the marketing strategy model of R branch agent insurance business relationship is constructed.From the four angles of "reaction","relevance","relationship" and "return",this paper puts forward scientific relationship marketing strategies that accord with the current situation.It is helpful for banks to improve customer satisfaction and loyalty,increase the income of intermediary business of agency insurance business,and enhance the comprehensive competitiveness of agency insurance.The sixth part is the summary and Prospect of the thesis.This chapter summarizes the main conclusions of the paper,and prospects the prospect of agent insurance business relationship marketing in R branch.At the same time pointed out the shortcomings of this paper,with a view to further in-depth research in the future.This paper argues that the marketing of bank agency insurance business is a process of interaction between banks,employees,customers,insurance companies,government public units and so on.Maintaining and developing the relationship among the main bodies of this business is the key to enhance the competitiveness of ban assurance business.The agency insurance business relationship marketing of a bank can take association strategy of competition oriented and customers closely related,reaction strategy to market information,relationship strategy of interacting with all interrelated main bodies,and return strategy of giving positive feedback strategies to all stakeholders.This study is helpful to the development of the banking insurance business,and can provide useful reference for the bank operators.