Hunan Branch Of Xinhua Life Insurance Marketing Strategy

Since reform and opening, China's insurance industry has been apid and healthy development, the major insurance company's marketing performance increased year by year, the insurance market gradually matured. With China's accession to WTO, China's insurance market is gradually opening up, especially since 2005, China's insurance market has been fully opened, foreign insurance companies have vied for the Chinese market, the domestic insurance industry and the situation has undergone profound changes are taking place , the insurance market increasingly fierce competition, in this context, Hunan branch of Xinhua Life Insurance is facing opportunities and challenges.Hunan Xinhua established not long in the life insurance field has made a good performance, as the market environment changes, Hunan Xinhua marketing strategy should be how to build and expand market share, improve product competitiveness, an impact on the development of a branch in Hunan important issue. Firstly, the basic knowledge of insurance and insurance marketing basic theory are discussed, and the extensive data collection and research, based on the Hunan branch of Xinhua Life Insurance, life insurance marketing of insurance products from the situation, organization and sales channels, product promotion other aspects of the detailed analysis, and on this basis reveals the Hunan branch of Xinhua Life Insurance Marketing Strategy of the following problems exist: the old marketing concept; product type single; personnel selection and appointment of non-standard; ineffective marketing channels. These problems have seriously hampered the expansion of Hunan, Xinhua nor and the company's development. Hunan branch of Xinhua Life Insurance, through product marketing, Swot analysis, clear in the development process of the company's strengths and weaknesses, and opportunities and threats facing the company. Finally, the paper from the market strategy, product strategy and marketing channel strategy and other aspects of the Hunan branch of Xinhua Life Insurance, product marketing strategy.