Research On The Marketing Strategy Of Commercial Pension Insurance To H Life-insurance Company

For a long time, Chinese Endowment Insurance System is in order to the compulsorysocial insurance by the government and the supplementary pension insurance byenterprise. Commercial Endowment Insurance, which developed slowly in these years,but to play the auxiliary and supplementary role. In the western developed countrieswhere the Endowment Insurance System well, the market share of the supplementarypension insurance and the commercial endowment insurance had been reached morethan80%, while the compulsory social insurance plays a small role in the insurancemarket. By contrast, Chinese Commercial Endowment Insurance Market is stillrelatively backward.According to The Development Report of Chinese Financial Market in2012, theInsurance Density of China is1143.8Yuan in2012, which is far lower than theaverage level of western developed countries in2007, when they had reached$2000～3000. At the same time, the Insurance Depth was2.98%, while some westerndeveloped countries had reached more than12%. Therefore, the Chinese CommercialEndowment Insurance needs rapidly develop.In addition, according to the Chinese census in the past thirty years, the totalpopulation has been effectively controlled and maintained steady growth. But fromthe overall population growth rate, we see that it has declined year by year and seriousimpacted on the population structure and the social endowment of China.With the continuous improvement of material and cultural level in the society,Chinese natural population growth rate had declined and the aging of population hadincreased. At the same time, with the range of compulsory social insurance expands,more and more Chinese have realized the importance of insurance, together with thelimitations of social insurance and the supplementary of Commercial EndowmentInsurance. Therefore, the Commercial Pension Insurance will play an important role in Chinese insurance market， while it also has a large development space.In such a market background and social environment, this paper analyzes Hlife-insurance company, which includes the macro market environment of Chinesecommercial endowment insurance and the analysis of competition environment of theinsurance industry， then the SWOT analysis of H life-insurance company. Abovethese, we will find some problems about the marketing of H life-insurance companyand search the solutions to them. In this paper, we can see the following marketingstrategies, such as Relationship Marketing, Experience Marketing, NetworkMarketing and Integrated Marketing. In addition, this paper had also put forwardsome specific implementation strategies, which will have very high referencesignificance not only to H life-insurance company but some other life insurancecompanies.