Research On The Marketing Strategy Of Personal Insurance Products For W Life Insurance Company Wentao Branch

With the enlargement of the life insurance market, a rapid increase in the main insurance , competition has become even more fierce , the domestic life insurance companies will face infinite opportunity and unprecedented challenges. Facing this situation, how to make full use of the opportunity and avoid market risks, and put a company's advantages into effect instead of disadvantages , integration of existing Personal-insurance products, implementation of products and services marketing strategy , so better adapt to a competition in the insurance market needs in the competition for survival ,development and efficiency, all the aspects mentioned above have been an important problem of sustained development of W life Insurance Company in Wentao.This paper takes Wentao branch' personal insurance products as a research subject,and it analyzes the existing six problems of personal insurance products,for example a pair of service does not arrive, the effective communication isinsufficient, has not developed the network marketing, the productextends the service not to be good, the competition feels weak and so on. In view of this, this paper adopts STP strategy to conduct the insurance market research and customer needs analysis, summarized the Wentao City customer market segmentation, and the middle and high-end customers accurate positioning. Meanwhile, it applies the same marketing theory 4C and 4P unify, introduces customer-centered innovative service ideas, analyzes and meet the Personalized customer demand, quantity body custom make suits the Wentao market eight personal insurance products combination methods, interprets a new insurance product portfolio-service marketing programs. Followingly, it designs and 4C the necessary 4P marketing strategy and example proving of 4C services. Finally, this paper sets forth four proposals to implement.The research is expected to afford some reference value and a certain guiding significance to raise the quality of personal insurance product services, customer satisfaction, loyalty, and to enhance professional sales, promote sustainable business growth, to the consolidation of existing market shares, and to continue to occupy the position of leadership, as well as specific market practice.