The Research On Marketing Strategy For A Life Insurance Company In The Market Transition Background

In 2009, our country insurance premium income broke through 1 trillion Yuan, and is becoming an important global insurance superpower. High-speed, continuous and steady development of China's national economy provides strong power to insurance development, so the current insurance industry is in the best development period. However, the external environment that industry development faces with has changed a lot than ever. Insurance subject is getting to increase unceasingly, market competes more and more fiercely; Insurance consciousness of the social public are improving constantly, discontent with insurance service also continues to increase; Insurance functions continues to extend, industry image continues downward instead. Various phenomenon show that insurance market has stepped into a complex market transition.Corresponding to the rapid development of the insurance industry, Gansu province insurance premium income also broke through 10 billion in 2009, and enters a new development stage. A life insurance company studied in this paper is the longest and biggest scale, marketing factors most comprehensive life insurance company in Gansu province. Since it was built, depending on its own brand, technology and resources advantages, it has made great progress. However, with the development of the market, it appears many problems that market share decliner, business income grows slowly, operating costs continue to rise, market development is relatively difficult. In the market transition background, as the first big main body in Gansu life insurance market, how to seize the opportunities and meet the challenges, further expand the market and improve efficiency in the fierce market competition, becomes a major issue for A life insurance company.With insurance marketing theory as the guide, based on the actual insurance market research, this paper makes a systematic research on A life insurance company's marketing strategies. First, this paper introduces the background and research methods. Then, based on reviewing related marketing theory, it mainly introduces and analyses present business development situation, the marketing facing opportunities and threats, own advantages and disadvantages,and marketing problems for A life insurance company. Finally, from the insurance market development reality, using the 4C marketing theory, this paper puts forward some corresponding marketing measures and some feasible suggestions for A life insurance company business development.