The Personal Life-insurance Marketing Tactics Research For Taikanglife Shaanxi Branch

After the financial crisis originated in the USA in 2008,it had spread quickly all over the world, which caused serious and damaging effect on insurance industry. We can learn huge experience and receive plenty of warning from dangerous situation faced by AIG and even bankrupt of The Dai-ichi Mutual Life Insurance Company. Taikang Life Insurance Shaanxi branch, which founded in May 18th 2002, has gained outstanding achievement through 8 years development. Nowadays, due to the deep change of macro economic environment, market competition situation and insurance policy together with the company itself, Taikang Shaanxi branch ought to adjust its marketing strategy accordingly.The article targets at marketing strategy for individual life insurance of Taikang Shannxi branch. The author intends to redesign the marketing strategy of Shannxi branch founded at a series of factors which include his own experience, field research and theories review. Combinations of methods have been used in this article, which contains systematic analysis, compare analysis, quantitative, qualitative and SWOT. Both inside and outside circumstance, which is closely related to the marketing strategy, together with current situation is also carefully considered to reach to the redesign. The conclusion is mainly based on the theories such as relation marketing theory,4Rs, insurance marketing theory. The newly designed strategy aims at building relationships between products, clients and corporate brand, accelerating company and agents' response to clients and market, managing inner relations between clients, agents and corporation. The premise of the strategy is based on marketing competition position and competition strategy of Shannxi branch.Principles of the strategy are composed of efficiency, productiveness, entirety and competition.It is the first time when 4Rs marketing strategy is applied in life insurance industry. Relation marketing and integration marketing theory are also referred to the article.The future environments Taikang Shaanxi branch would meet in future are comprehensively reckoned involving economy, policy and marketing strategy in market competition situation. Founded at all the researches,the author tries to formulate Taikang Shaanxi branch's life insurance marketing strategy and corresponding plan to bring it into force, which would be meaningful to sustain and enhance Shaanxi branch's status and share of market. Meanwhile, it may provide reference value for individual life insurance business.