| Insurance, as an important part of the national economy, is anindispensable part of thesocial reproduction. Insurance market’sgrowing, is closely linked with economic, political andsocialdevelopment. It also penetrates into all areas of economic society.Current era is an erawith the internalization and globalization overproduction, commodities, capital, and financialmarket. In this era,insurance industry plays any important role in economic world byprovidinga variety of security.As one of China’s three major financial industries, insurance hasexperienced50years of development. Insurance already become an essential part of socialproduction and daily life in China. With medical insurance and pension systems’ reform, theconnection between insurance with citizen’s benefit and national’s development, becomemuch closer. Building a harmonious society is our country’s goal in this year. Insuranceshould play a greater role in such a year.This article is divided into six parts, the main research content is as follows:Introduction to the first chapter mainly introduced the paper selected topic background,research purpose, research significance, the domestic and foreign well-known insuranceinstitutions research trends, research ideas and methods and paper innovation place.The second chapter related theory analyzes the porter competitiveness theory, corecompetitive ability theory, resource genre theory, innovation theory and the analysis of marketsegmentation and market positioning, for the big life shaanxi branch marketing research laid asolid foundation provides a lot of theoretical basis.The third chapter analyses the current situation of the market For the analysis of themacro environment, from the economic environment of shaanxi province to the life insuranceindustry in shaanxi structure, customer consumption psychology, the purpose, the supply oflife insurance market, insurance analysis research, many problems such as for the big lifeshaanxi branch marketing research put forward the strategy and enlightenment.The fourth chapter market SWOT research from the advantages and disadvantages of thelargest life, study of potential internal and external threats and opportunities to give a largeamount of data to support.The fifth chapter market positioning The life insurance market segmentation study subdivided by shaanxi province principle, type of customer segmentation, types of regionsegmentation, comprehensive evaluation of the largest life development principle andpositioning in the market.The sixth chapter marketing implementation countermeasures From a personal business,group business market, the market economy developed areas, the problems existing in themarket economy less developed area into relevant safeguard measures on the implementationof market development strategy.Conclusion and action：Insurance, as one of the pillars of China’s financial industry, especially life insurancebusiness development, market development level of a city is directly related to the security ofnational economy and people’s life. The largest life insurance company has its owncharacteristics, although a small but professional, pertinence and flexibility is unparalleled. Inrecent years, with the continuous development of national economy, the development of ourcountry’s life insurance business has been booming. Life insurance market in shaanxiprovince are also in a rapidly growing, the market potential is growing, but at the same time,market competition is becoming more and more intense. The great life shaanxi branch in theface of an aircraft carrier type comprehensive large insurance company, the pressure ofcompetition is becoming more and more big. Big company business scope widely, thestrength is abundant, the big life shaanxi branch must rely on shareholders but do not rely onfirmly marketization road, do professional life insurance company has its own characteristics. |
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