Group Life Insurance Marketing Strategy Research

For the time of being an official member of WTO, the insurance market has opened to the world more. At the same time the radical change of the relation between insurance supply and demand has made group insurance face the global competition directly. How to take the uses of effective resources and marketing strategies to improve core competency and construct sustainable competitive advantage so as to survive the provincial level of insurance companies in the emerging market condition, are the author's concerns.This thesis analyzes the marketing activities of PICC(Pacific Insurance Company of China) Guizhou branch, concludes the main factors hindering the development of group insurance. Based on marketing theory, strategy innovation and sustainable competition theory, in additions with math statistical methodology, conclusions of abroad developed insurance marketing reasons and analysis of PICC Guizhou branch's operational status quo and targeting consumption surroundings are obtained; behavioral traits of group purchasing insurance are obtained and data of market orientation are summarized. With the supports described above, point out that Guizhou branch should comply with value-oriented marketing view, use continuous innovative competition strategy, be helped with marketing strategic combination and sensitive innovation mechanism, to face the dynamic market environment correctly, to build the core competency of PICC Guizhou branch's group insurance and finally to achieve sustainable competition advantage.