China's Life Insurance Business Marketing Strategy Innovative Research

The thesis's aim is to research into the marketing tactics of the life insurance enterprises in China and look for the newer and better marketing tactics so as to adapt to the changing of marketing environment and promote the enterprise's ability to market.I will proceed from the actual condition of the life insurance marketing in China to research with the theoretical tool. Firstly, I will research into the marketing environment according to the life cycle theory of the calling, the theory of the market structure and the tactics of competition. Secondly, I will analyse the marketing tactics of life insurance in China applying the theory of combinative marketing tactics. Finally, I will make a practical analysis by taking the Ping'an Insurance Company of China for example, and shape Ping'an Insurance Company's marketing strategy by using SWOT matrix and analyse the product structure by applying the theory of the produce life cycle.Our country's life insurance is in the growing times of the calling by researching. The market of life insurance is monopolizedby oligarchs. The innovation of marketing tactics to is to exploit the new product, built new sale channel and perfect the service system. Take the Ping'an Insurance Company of China for example, the marketing strategy of the Ping'an Insurance Company should be otherness strategy. The Ping'an Insurance Company lacks the product of the third level, and the service of insurance in rural areas is one of the third-level products. At the same time, augmenting the management of the life insurance policy for orphans and changing the strategies of combination of pushing and pulling marketing is the new ideas for Ping'an Insurance Company of China.