Research On Marketing Strategy Of FD Life-insurance Company Bancassurance Business

With the continuous development of domestic financial liberalization,the cooperation between insurance companies and banks has become a trend to conform to the integration of financial services.Bancassurance has become an important source of premium income for insurance companies.However,behind the rapid development of the banking and insurance business,how to adapt to the market trend and improve the market share of insurance companies has become an important challenge.Due to the imperfection of macro-market economic system and financial legal system,and the non-standard management of competitors,suppliers,purchasers and substitutes in micro-insurance industry,there are a series of problems in the marketing strategies of products,prices,channels and promotions.Therefore,the research on marketing strategy of FD life insurance Company's banking insurance business is of great significance to promote the development of its banking insurance business.Firstly,this paper combs the related concepts and theories of Bancassurance marketing at home and abroad,combines the current situation of Bancassurance marketing of FD Life Insurance Company,and finds out the problems of Bancassurance product marketing through product research and internal analysis of the company itself.Secondly,from the macro and micro aspects,this paper analyzes the marketing environment faced by FD insurance company's banking and insurance business,and SWOT analysis of its banking and insurance products.Thirdly,STP analysis is made on the banking insurance products of FD life insurance companies from three aspects: market segmentation,target market selection and target market positioning.Finally,on the basis of the analysis of marketing environment and STP of products,from the "4P" strategy of products,prices,channels and promotions,this paper optimizes the marketing strategy of FD insurance company's bank insurance.This paper argues that in terms of products,we should enrich the types of products to meet diverse customer needs and adopt key product strategies for different grades of customers.In terms of price,we should adopt price differentiation strategies for different channels;in terms of channels,we should open up a variety of marketing channels other than state-owned banks.And in terms of promotion,we should closely protect them.Insurance companies cooperate with banks to provide branding and personalized services.Significance of this study: On the one hand,the FD insurance company bank insurance marketing strategy research,can effectively guide the FD insurance company bank insurance business.On the other hand,the FD insurance company's bank insurance marketing strategy optimization program,to other insurance companies ‘bank insurance business development,has certain reference value.