Research On Personal Life Insurance Marketing Strategy Of Pacific Life Jining Center

At the same time, with China’s economic strength ascension, the increasing of people income, technological innovation, the concept change cause a change in all aspects to the insurance business.Jining city is located at the southwest of Shandong province, it is the birthplace of Confucian culture, the economic and cultural center of the southwest of Shandong province and an important industrial city in Shandong province.In recent years the number of competition main bodies increased in Jining insurance market, several branch offices of life insurance companies in Jining market are preparing, we can see that Jining life insurance market competition is intensifying.From the premium income of life insurance market in Jining city in 2014, the market share of Chinese life insurance is 26.34%, Pin An life insurance life is 7.68%, while the Taikang life and new China life’s market share were 7.45%and 6.86%, we can see that there is a certain gap between Taibao life and Chinese life, Ping An life, while Taikang life and Xinhua life have catch-up trend.This paper takes marketing concept as a guide and takes the integrated use of the marketing management, human resource management, customer relationship management, consumer behaviour related to academic knowledge and has conducted the system research for marketing strategy of Jining branch of Pacific life insurance.The system analysis of marketing environment for Jining Center branch of Pacific life insurance is done by using of a comprehensive analysis and quantitative alaysis with qualitative analysis were adopted to analyze the marketing present situation of individual business and the existing problems of insurance marketing were summarized. SWOT matrix are used to analyze the advantages and disadvantages and opportunities and threats during management process forJiningCenter branch of Pacific life insurance. The method of market survey and interview is done to investigate the insurance demand of Jining residents and learn the characteristics of life insurance demand and purchasing behavior characteristic. Based on these system analysis, new target market strategy and new marketing combination strategy are put forward.Finally, in order to ensure the new marketing mixture strategy formulation can be implemented smoothly. The corresponding measure is put forwarder. Hope that this research can provide some ideas and reference for the individual insurance business of JiningCenter branch of Pacific life insurance.