Study On AIA Marketing Strategy Based On Improving Customer Value

With the more competitions in insuranceindustry, the customers need more financialinnovative products and services. On the background, this dissertationresearches the AIA insurance company, mainly including the marketing strategy, the innovative services toimprovecustomer value in reality.This study takes some theories ofinsuranceindustry and marketing management, which construct the theoretical basis of themarketing strategy of the AIA insurance company. First, itanalyzes the opportunities and challenges in the complex market environment, by PEST analysis method, SWOT analysis method and investigation in the AIA insurance company. Then, it indicates an integrated marketing strategy to improveAIA’s customer value based on the customer value theory, market segmentation and marketing mix principle. Thirdly, through the experience of taking action of AIA "Five years project", it introduces the recent results of constructing the marketing strategy, marketing teams, diversified marketing channelsand innovativeinsuranceproducts.This study contributes the practical methods to optimizethe marketing strategy for AIA and the other insurance companiesin the new developing stage.Also, it is helpful to improve customer value which benefits both AIA and the customers. It also provides some valuable ideas of insurance innovation in China, such as AIA advocating "Back to basics"for new products.