The Research Of Customer Marketing Strategy On The Liaocheng Branch Of Xinhua Life Insurance Company

After the accession to the WTO in2001, China’s life insurance industry began a rapid development under the tide of economic globalization and ranked the international insurance market at the end of2006, ahead of the end of the transition period. It took us only20years to achieve what the Europe, the USA, Japan and other developed countries did for hundreds of years.Based on Liaocheng life insurance market and external environment, I summarized its advantages, disadvantages, opportunities and challenges in this paper, and according to the analysis method of fractionizing market and to the spirit of" customer-centric, adhering to the sustained and stable growth of business, adhering to reform and innovation, adhering to the value and insurance principle, seizing the historical opportunity of urbanization and aging", I tried to identify their target market and business marketing development strategy. According to the Xinhua Life Insurance Company Liaocheng branch company’s actual situation, I developed a set of marketing combination strategies, to improve its marketing system in product, price, channel and promotion. Finally, in order to ensure that the established marketing combination scheme can be implemented, I put forward a series of marketing strategies and security strategies, from building the enterprise culture, improving the organizational function, optimizing business process, to training the staff, to improve personnel quality, to enhance the value of enterprises, and to stabilize its long-term development.I studied the specific case of Xinhua Life Insurance Company Liaocheng branch company, and, combining the advanced marketing theory, I proposed practical and feasible marketing strategies, in order to help the company to improve its daily operation measures, to standardize its business processes, to improve the company’s management system, to adhere to the business philosophy-" create value, robust sustainable", and to help to build a harmonious society and to raise the living standard in Liaocheng.