Taiping Pension Annuity Insurance Company Marketing Strategy Research

After China’s reform of the pension insurance system, the social basic pension insurance that is the first support of the multi-layer pension system has achieved stabilization, and as the second support, the occupational pension has just come into being. As China Ministry of Labor&Social Security issued the "Interim Measures for the enterprise annuity," and a series of supporting policies, the trust mode annuity system has formally established and enterprises annuity market has started. Taiping Endowment Insurance Company, as a forerunner of annuity business, should fully play its advantages in the enterprise annuity market, occupy an important position and play an important role.This article analyzed the occupational pension market with some marketing theories. such as marketing segmentation and etc. Combined with the practice of Taiping Company, the author discussed the market positioning for Taiping Company and give some effective advices on marketing policy.The article first describes the development of China’s enterprise annuity and annuity policies and meaning. Then explains the basic Taiping Pension Insurance Company annuity business background and an overview of the field. Competitive analysis is the basis of market positioning, the chapter3and4of the article focuses on the Taiping Pension Insurance Company’s competitive advantages and disadvantages. Studies have shown that face Pacific’s overall favorable market opportunities, but also facing severe competitive pressures.The chapter5are the core part of this article. Taiping Insurance Company’s marketing strategy". Starting from the analysis made in previous chapters, the marketing strategies in the enterprise annuity business are brought out. These mainly include:target market selection, enterprises annuity program design, assembly enterprise annuity plan, personnel and marketing channels strategy and public relations strategy.Finally, the author summarized all advices in the article. These advices will be helpful for Taiping company to improve its marketing work.