New China Life Insurance Life Insurance Marketing Strategy Of Nanjing Branch

Since china joined into the World Trade Organization (WTO), Chinese government gradually opened her insurance market and many foreign insurance companies entered into China. Thus the competition bodies are increasing and the trade competition is being intensified. As the branch of New China Life insurance CO. LTD (NCL), the Nanjing branch has made good achievement, but his life insurance marketing is still product-led not customer-led, the sale's mode is majored in the increase of sales persons and personal marketing, not a complete marketing based on the company. From these points, it'll do harm to the NCL's stable, healthy and sustainable development.This thesis first generally introduced China's insurance development, analyzed the environment of the life insurance marketing and the current status of the Nanjing branch of NCL, and then segmented the life insurance market of China, and selected the NCL's target market. Lastly, based on the analysis of the life insurance marketing rules in our insurance trade, applying the combination of the 4Ps theory and the customer value theory, detailed the product strategy, price strategy, sale channel and promotion strategy, brand strategy and the management of customer resources, from the point of enhancing the products' additional value and lower the customers' cost, thus increasing the customers' values.