Research On Marketing Strategy Of Group Life Insurance And Choice Of Target Market

In this thesis, Wuhan Branch of China Life Insurance Group life insurance marketing methods the actual history and current status as the basis of marketing theory, strategic management theory of modern enterprise and modern business theory, analysis of Wuhan China Life group life insurance business in the organizational structure, sales channel development, target marketing and marketing innovations such as the problems and causes, and learn from industry, domestic rivals and foreign companies in the development community with the life insurance business experiences and practices of the major, thus Wuhan Branch of China Life Insurance group life insurance market segmentation, target market selection, marketing innovation, marketing and management system reform, construction and other aspects of marketing channels to make exploratory study.This paper consists of seven parts:The first part is an introduction, describes the development of domestic and international group insurance and group life insurance business in Wuhan background material, made the subject of this research, research ideas and methods.The second part of the group life insurance market and marketing aspects of the analysis from theory, laid the theoretical foundation of this article, including 4P theory and STP theory. Put forward the basic scope of this research and the framework.The third part of the Wuhan Branch of China Life Insurance Group Life Insurance to analyze the status and problems, that this is the analysis basis in reality.The fourth part of the Wuhan Branch of China Life Insurance Group Life Insurance Marketing environmental analysis, including macroeconomic policy analysis, industry competitive environment analysis and SWOT analysis.Part V Wuhan Branch of China Life Insurance Group Life Insurance choice of target market research, including market segmentation, target market selection and market position.Part VI, Wuhan Branch of China Life Insurance Group Life Insurance Marketing Strategy, including product strategy, pricing strategy, channel strategy, promotional strategy.Part VII, policies and recommendations, including reconstruction of Wuhan Guo life group life insurance sales channels and organizational structure, develop group life insurance sales channels.