Analysis And Suggestions On The Marketing Tactics Of Tai-Kang Life-Insurance Co.,Ltd

Tai-Kang Life Insurance Co.,Ltd is the second tier company in China insurance market, compared with first tier companies such as China Life, Ping-An and Pacific Life, it owns much smaller market share. As the company grows up, Tai-Kang want to gain more market share, which is a challenging marketing topic. My article try to analyze the marketing strategy of Tai-Kang and raise my suggestions for it's marketing tactics.Through the SWOT analysis, I identified the core competition of Tai-Kang are their ability of learning, right marketing positioning and good branding. As for market opportunities, there are three: 1.Huge potential of life insurance development in China; 2. The demand for security is increasing; 3. Trends for olive-style social structure changing. And the major treat is from the entry of foreign insurance company.Chinese life insurance is developing fast, it is hard to gain cost advantages, so differentiation is the right strategy for most companies. I believe targeting white collar is the right strategy for Tai-Kang.Lastly, I gave my suggestions and specific explanation for the marketing tactics for Tai-Kang:Differentiate marketing tactics.Develop new products based on the actual demand.Provide high quality service to maintain loyal customers.