| With the accelerating trend of global economic integration,the trend of financial disintermediation and mixed business operation has been on the rise.As one of the important elements of the existing financial system,the insurance industry has become an important link in the integrated layout of commercial banks.The rapid development of the life insurance industry and the large network size and customer resources of commercial banks have combined to make the development of bancassurance business soar.In recent years,the sales of bancassurance products have gradually shifted from the initial crude sales to target customer stratification with the help of digital marketing tools and means.Along with the adjustment of product structure,both bancassurance companies are moving towards a more focused target customer orientation,providing private and comprehensive high-end services for middle and high-end customers.The key to success in differentiating ourselves from the rest of the pack is to implement digital marketing transformation and fully capture customer needs.Therefore,it is important and urgent to study the digital marketing strategy of bancassurance business.This paper presents the marketing environment of bancassurance business of N branch of China Construction Bank by using PEST analysis,Porter’s five forces model and SWOT analysis.By summarizing the overall goal of digital marketing and establishing a comprehensive marketing system of "Great Wealth",we summarized the principles of digital marketing and eleven optimization strategies for bancassurance business;in the end,we put forward a proposal for the digital marketing of bancassurance business from three aspects:institutional guarantee,financial guarantee and human resource guarantee.Finally,we propose the measures for the optimization strategy of digital marketing of bancassurance business from three aspects:institutional guarantee,financial guarantee and human resource guarantee. |
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