The Research On The Strategy Of Marketing Employed By The China’s Life Insurance Company

The development of the insurance industry has promoted the insurance marketing. Even since 1950s, the insurance companies from Europe and America have applied marketing concept into the insurance marketing activities. So far, the theory of insurance marketing has matured and evolved into a perfect state. Meanwhile, new ideas have been continuously brought forth to marketing strategies and marketing mode.With globalization of the economy, China’s insurance market basically achieved comprehensive opening-up at the end of 2006, making the competition between Chinese and foreign insurance enterprise further intensified. But as our insurance industry started late, which inevitably resulted in many problems, such as the imperfect marketing system, the nonstandard operations and great homogenization of insurance coverage. Because of the insurance product homogeneity, each of insurance company’s products doesn’t make much difference. So, the quality of service and the talent of marketing and sales become the key factors to success.Based on the author’s working experience, this article accumulated and collected a large number of data. On the basis of insurance company’s marketing and related theory, it also made a detailed elaboration and a research in a current situation of Sichuan branch, focused on combining theory with practice and applied SWOT analysis method. This article made a summary and analysis in China life insurance market status and Sichuan life insurance market situation, and then targeted on this point, the author analysed marketing situation and existing problems of one of Sichuan branches of life insurance corporation. This paper by analyzing a life insurance sichuan branch of the marketing strategy analysis of corporate social economic environment, industry environment, market demand and competitor and external environment, such as company’s internal resources, ability, the core competitiveness of the internal environment is analyzed. On this basis was put forward for the development of the company’s competitive strategy-the differentiation strategy, put forward the concrete implementation plan, in order to realize the business objectives and the healthy and stable development of the enterprise.Finally, based on the life insurance products, services and sales channels, talent and technology, brand, reputation, enterprise culture and management mechanism of differentiation strategy. The author has an assumption on competition strategy of a life insurance company, Sichuan branch, and he puts forward the corresponding implementing measures.