Zhuhai China Life Beneficial Business Development Strategy Research

With the wide application of the rapid development of the Internet and e-commerce fields subvert the traditional business model, gave birth to some new marketing tool. Internet technology is contributing to changes in the insurance industry thinking, management of change, plays a vital role in the field of insurance marketing model innovation. However, at present, the development of net sales in the initial stage of China’s insurance, whole life insurance market in the marketing, use of funds, and after many problems still exist, can not meet the needs of a large number of customers, is still a business, extensive and disorderly competition, development is not improve primary market. According to statistics, the contribution rate of net sales premiums are less than 1% majority. Facing the opportunities and challenges of the situation, the insurance company how to grasp market trends in order to develop a reasonable internet marketing strategy as a platform to enhance their management level, to win customers and market insurance companies become the key to winning the point, it also became a items worth study.In this paper, the Zhuhai branch of China Life case proceed, trying to use strategic management theory learned by the macro environment, industry competitive environment and internal environment of the three angles Zhuhai branch of China Life faces internal and external environment systematic and comprehensive analysis, research opportunities and threats facing the Zhuhai branch of China Life Insurance and its own advantages and disadvantages. Combined with the company’s internal strengths and weaknesses, external opportunities and threats, that "reciprocity treasure" development strategy and implementation of control measures on the basis of application of SWOT matrix analysis.This paper studies trying to take advantage of the new marketing strategy Zhuhai branch of China Life in the new market environment proposed with a view to the development of China’s insurance industry, inspire and help.