Research On Marketing Strategy Of Bancassurance Business Of A-Life Insurance Company

Bancassurance business has become an important source of premium income for insurance companies,especially life insurance companies.It plays a pivotal role in maximizing the economic benefits of life insurance companies.However,the bancassurance business also faces various problems: the cooperation between banks and insurance companies is still shallow,and they are still at the initial stage;most of the products sold are products with low embedded value.Sales misleading events occur frequently.In the face of increasingly fierce market competition and changes in the domestic political environment,A-Life Insurance Company,as China's largest life insurance company,is also facing the dilemma of the decline in the premium income of the bancassurance business and the decline in the proportion of business.At the same time,the problem of the bancassurance business has become more apparent without adjusting the marketing strategy according to consumer demand and market changes.Therefore,optimizing and perfecting the company's marketing strategy in the bancassurance channel has become an important strategic choice for the company to face the changes in the bancassurance market.This paper takes A-life insurance company as the research object,analyzes and evaluates the implementation status and existing problems of its bancassurance business marketing strategies,aiming to provide ideas for the optimization and upgrading of its bancassurance business marketing strategies.The article is divided into five parts.The first part is the introduction,which analyzes the background and significance of the topic,the research methods,etc.The second part is the first chapter,the theoretical analysis part,which explains the concept and influence factors of the life insurance company's bancassurance business marketing strategies.From the perspective of 4C marketing combination and precision marketing,this paper analyzes the theoretical basis of the marketing strategy of life insurance company's bancassurance business.The third part is the second chapter,the current status and strategies of the bancassurance business of A-life insurance company.Firstly,it analyzes the current situation of bancassurance business of A-life insurance company,and then analyzes the marketing strategies of the bancassurance business of A-life insurance company from four dimensions: product,cost,channel and promotion.Finally,according to the actual analysis,it is found that the A-life insurancecompany's bancassurance marketing strategies has a single form of bancassurance products,lack of cost control,unsmooth channels.The fourth part is the third chapter.Based on the survey data,the AHP analytic hierarchy process is used to establish the evaluation system of the relative importance of each factor of the marketing strategies of bancassurance business of A-life insurance company.The results show that public relations maintenance and branding in the marketing chain of the entire bancassurance product are crucial.The fifth part is the fourth chapter,the countermeasures and suggestions for improving the marketing strategies of bancassurance business of the A-life insurance company.Based on the existing problems and evaluation results,the rationalization suggestions such as optimizing product structure,controlling marketing costs,and developing marketing channels are proposed.