Research On Marketing Strategy For Bank Insurance Business Of Changchun Branch Of China CITIC Bank

In recent years,due to the increase in residents’ income and the improvement of living standards,people’s demand for insurance products has become more and more urgent.However,there is a big gap between China’s insurance depth and insurance density and developed countries,and the development of the bancassurance business is huge.In the development of the bancassurance business in the past few decades,some improper sales behaviors in the industry have greatly affected the credibility of insurance products.In addition,the current insurance products purchased by customers in the bank are mostly short-term payment products,and there is not much protection function.The sales of long-term annuity insurance,critical illness insurance and accident insurance with guaranteed functions are not ideal.After the merger of the China Insurance Regulatory Commission in 2018,the industry supervision was further regulated,and the insurance business began to emphasize the guarantee function.The short-term payment insurance products will gradually withdraw from the historical stage.Therefore,in the current context,how to develop a banking insurance business marketing strategy that is more adaptable to the new environment is a realistic problem facing commercial banks in China.China CITIC Bank’s bancassurance business has always been at the core strategic position of the company’s retail intermediary revenue business.Since its establishment,Changchun Branch has also attached great importance to the development of the bancassurance business.The sales scale of bancassurance products is at the forefront of the provincial joint-stock commercial banks.However,with the continuous changes in regulatory policies and market conditions,CITIC Bank Changchun Branch urgently needs to develop a sound marketing strategy to promote the sustainable development of the bancassurance business.This paper studies the marketing strategy of the bank insurance business of CITIC Bank Changchun Branch.The full text is divided into four chapters.The first chapter is the introduction,which introduces the research background and significance,research methods and contents,theoretical basis and literature review at home and abroad.The second chapter analyzes the current situation of the banking insurance business of CITIC Bank Changchun Branch.Through the 4Ps and STP marketing theory,it analyzes the problems and causes of the current CITIC Changchun branch bank insurance business marketing.The third chapter is the analysis of the marketing environment of the bank insurance business of CITIC Bank Changchun Branch.Firstly,the PEST analysis method was used to conduct macro environmental analysis on the bank insurance business of CITIC Bank Changchun Branch.Subsequently,through the three aspects of customer environment,competitive environment and internal environment,the micro-environment analysis of the development of bancassurance business of CITIC Changchun Branch was carried out,and on this basis,the SWOT analysis of the bancassurance business of CITIC Changchun Branch was carried out to clarify the internal advantages and disadvantages of the business.,external opportunities and threats.The fourth chapter is the design and implementation guarantee for the development of the marketing strategy of the bank protection business of CITIC Bank Changchun Branch.Through the market segmentation and target market positioning,it proposes the development strategy of the bank insurance business,designs the marketing strategy,and builds and upgrades from the bancassurance cooperation and internal system.The professionalism of sales personnel and other aspects put forward effective and effective safeguard measures.Through the research on the marketing strategy of the bank protection business of CITIC Bank Changchun Branch,this paper proposes a marketing strategy such as adjusting the product structure and broadening the sales channels,in order to provide reference for the development of the bank insurance business of CITIC Bank Changchun Branch under the new regulatory environment of the two conferences.In addition,the market share of the bank insurance business of CITIC Bank Changchun Branch in Jilin Province will be enhanced,and the economic profit of CITIC Bank Changchun Branch will be promoted.