New China Life Insurance Hunan Branch Marketing Strategy Research

In today's world, inter-firm differences in product and new product development are no longer the only two keys to win. Market positioning, marketing strategy and product development are equally important, which means that the success of enterprises'marketing strategies is far-reaching. Life insurance marketing is the fundamental guarantee of achieving business growth, fostering a good image of the life insurance companies and business continuity protection. Over the past decade, China's life insurance business developed rapidly. But with the changes of external environment for China's life insurance industry and increasing competition in the main body, the life insurance industry is becoming more competitive. Life insurance companies marketing strategy formulation and implementation play particularly important roles in the life insurance industry development.This article uses some marketing management theories and methods such as market segmentation theory, strategic management theory, marketing theory and so on. It makes a systematic and scientific analysis of New China Life insurance Hunan Branch on the aspects of the internal and external environment, the advantages and disadvantages, the opportunities and challenges faced in the course of the survival and development. The scientific method is used to make rigorous argumentation about the various feasible schemes of the company's future development direction. So as to infer that the company's future marketing strategy is following: taking the achievement of"the simultaneous development of scale and benefit"as aim; taking "strengthening the basic management, adhering to the value growth, enhancing the operational effectiveness " as the development ideas ,so as to promote the sound and fast development of New China Life Insurance Hunan Branch. At the same time, this article puts forward that in order to successfully achieve this strategic, The company's positioning in the market should be"establishing the leading position in customer service capacity, the dominant position in the amount insured participating policy, the challenging position in market share and the dominant position in the marketing capabilities and level"so as to promote the rapid development of the company. Another aspect, it should establish Market segmentation strategy, develop the product strategy of period premium insurance especially bank period premium insurance, establish the branch construction strategy of Marketing and service terminal, and promote the team professional and specialized to achieve the value growth. Further more, the specific safeguards is put forward in this article so as to ensure the realization of the strategy above.This article based on the basic principles of Management Strategy and Business Administration, combined with my years'management experience in this company, makes a marketing environment and SWOT analysis from the theoretical and practical combination point of view. It identifies the key issues and difficulties would be met in the process of realization of strategic objectives, as well as raises and makes the appropriate marketing strategies. Further more, it puts forward some views and measures with certain consultation value for the strategic operating and implementing of the company, so that it can grasp the general direction of the company's development and ensure the strategic objectives to achieve. At the same time, it also has certain reference value to other life insurance companies'provincial-level branch.