The Business Development Plan For Bancassurance Marketing Channel Of H Insurance Company

Scientific and technological progress and economic development have produced the Internet economy.People’s lifestyles have changed greatly during the period of the mobile terminals’ influence.The traditional financial industry has gradually entered the electronic era because of the rapid development of the Internet and e-commerce.The sales terminal of bancassurance has been transferred from offline to mobile terminal.With the increase of per capita income,people’s demand for insurance has increased significantly.The depth and density of China’s insurance market has maintained a trend of rapid growth.In the environment of the growing rise of Internet finance,increasingly strict financial supervision and the trend of mobile terminals,insurance companies need to take the initiative to change.Based on the relevant theory and research of insurance industry development and bancassurance business,the author designs the bancassurance marketing channel business development of Heilongjiang Branch of H Insurance Company(hereinafter referred to as "H Insurance Company"),comprehensively using the methods of literature analysis,inductive analysis and qualitative interview.This paper solves three key problems encountered in bancassurance marketing channel business development with H Insurance Company as the research object,taking the research on its bancassurance marketing channel business development as the principal line,using the idea of research theory-current situation analysis-key problems-putting forward solutions-supporting measures.First,how to adapt to the changes of customer interface.Second,how to grasp the changes of stakeholders and interest demands.Third,how to weigh the risks in business development.According to the actual situation of H Insurance Company,this paper refers to the concept of "channel customer",classifies the channel customers through the customer ABC classification method,analyzes the current situation of the cooperative relationship between H Insurance Company and channel based on the channel power dependence theory,and formulates corresponding adjustment measures.At the same time,it comprehensively analyzes the risks in the business development of bancassurance business marketing channels of H Insurance Company,and then determines the objectives,overall ideas and evaluation methods of the business development plan.Finally,it puts forward specific plans based on the needs of stakeholders with the help of data mining,and puts forward optimization suggestions and Implementation Countermeasures for its variation,versatility,value and vibration based on 4V marketing theory.And put forward corresponding supporting measures in order to improve the core competitiveness of enterprises.Because the theories used in this paper are not special theories for the insurance industry,this paper also tests the feasibility of the application of channel management theory in the channel management of the insurance industry.The innovation of this paper is to put forward practical development strategies for the bancassurance marketing channels of H Insurance Company according to the 4V theory,the marketing combination strategy and the restructuring of stakeholders.From the perspective of stakeholders,this paper analyzes the feasibility of H Insurance Company’s Bank Channel expansion,and evaluates its efficiency and risk,so as to provide decision-making reference for the project.