Heng An Standard Life Bank And Insurance Marketing Strategy

The article focuses on Heng An standard life insurance Jiangsu dividend company as study object and studies internal and external environment by means of marketing management theory. It analyses the opportunity and threat that enterprise faces and the strength and weakness that enterprise has by the Porter model and brings up improving measure in marketing strategy. The paper has seven parts. The firth part introduces the background, the motive, the research purpose and the research method. The second part introduces the theory of marketing management. The third part studies marketing strategy and problem that bank insurance exists. The fourth part chooses marketing strategy by analysis of the marketing environment, the profession structure. The fifth part brings up marketing strategy improvement measure. The sixth part puts forward guarantee that the enterprise carries out the marketing strategy effectively. The seventh part brings up the conclusion and suggestion, Namely according to the marketing strategy choice, setting up Heng An standard life insurance core competencies, carrying on enterprise marketing mix strategy, insuring the valid implementation of the marketing strategy.The text puts forward reference way how to develop our country the bank insurance sale in life insurance. It specially analyses the marketing mix of the bank insurance, which is certain realistic meaning to strengthen the development of bank insurance marketing channel and promotes our country the bank insurance sale in life insurance.