Market Strategy Of Anhui Pacific Life Issurance Company

December 2004, the Chinese government fulfilled commitments on joining the WTO to open up the domestic insurance market fully. This meant that China will be up against wealth of foreign insurance companies with richness managing experiences, maturity operating manners. Pacific Life Issuance Company was founded in Anhui in November 2004, when implementation of a comprehensive foreign insurance competitive strategy period. A front national life, security life, after a foreign investment, the private company of the healthy and rapid development of the management company is facing important issues.This paper first introduces marketing and insurance marketing theory. And then from Anhui insurance market environment, Anhui insurance market supply and demand, Pacific Life Anhui branch marketing conditions and problems, SWOT analysis, market subdivision choices and positioning analysis and research raise Anhui Pacific Life Issurance Company marketing strategy and marketing strategy implementation. The main environmental analysis in the market area in Anhui overall economic environment and industrial development trends in the status quo .draw on the conclusion that Anhui insurance market has tremendous development potential after analysis the insurance needs of the Anhui region supply of insurance overall size and categories. Under competition analysis of the Pacific Life Insurance Company position, on the basis of internal resources and the status of the competitor analysis, sums up companies in brand recognition, quality of personnel strengths in marketing and corporate networks, services and tools marketing inferior. On the basis of the internal and external environment, breakdown of the insurance market, and positioning choices analysis to get the conclusion for the marketing mixture strategy is : strengthen the sub-categories strategy to the development of new categories of customer premise, and the combination of categories for packaging. In the categories of price strategy to address the characteristics and low-cost competition for the company's business objective, reasonable prices. Channel strategy has made a three-dimensional type multilevel marketing channels. Marketing strategies focus primarily on improving the efficiency of advertising and public relations media effects. And finally, the paper presents in the implementation of marketing strategy recommendations: the continuous improvement of business processes, establish and perfect incentive and restraint mechanisms, the development of human resources, the implementation of the human resources strategy, the establishment of a cohesive corporate culture, the establishment and improvement of marketing information systems.The ideas and methods this paper proposed plays a certain role to Anhui Pacific Life InsuranceCompany development in the establishment of an effective marketing system and the scientific concept of a large marketing help. We also hope that the Pacific Life Insurance Company will continue to keep healthy and rapid development.