Gansu Life Insurance Company Accident Insurance Product Marketing Strategy

Accident insurance business with high security, low premiums and good benefits, etc., and has been welcomed by a large number of consumers. It is the focus of various insurance companies competes. To stay ahead of fierce competition in the market situation, Gansu Life Insurance Company looks accident insurance as a significant profit growth, and has to be promoted as an important product. And how to develop the marketing strategy is the key issue. From the perspective of marketing management, companies located in the analysis of the current macroeconomic environment and micro-environment and SWOT analysis, Gansu Life Insurance Company determine the risk of accidents business development goals. Market is broken down by the Consumer characteristics. In the company's own analysis of the market potential and all segments of the market, choose a target market, and re-positioning of the company's image and products. On this basis, a complete marketing mix strategy, products, prices, channels, marketing services and the implementation of the four specific aspects of the observations and recommendations. In terms of product strategy, the major innovation from the insurance provisions accident insurance product portfolio to enhance packaging and building three brands made some improvements; price strategy, flexible pricing strategy aimed at groups of customers, competition and pricing strategies of penetration pricing strategy individual customer pricing strategy and the prevailing psychological pricing strategies; in the marketing channel strategy, develops accident insurance through group insurance channels, channels for insurers, agents channels. Acting professional channels and telephone network to expand sales channels accident insurance business; In marketing strategies, advertising sales, marketing and public relations staff to promote the combination of marketing methods. Finally, the company should be made to establish an efficient marketing organization and control systems to support the marketing strategy. With a view to the adoption of this study will contribute to the Gansu Life Insurance Company to provide accident insurance products and marketing guidance.