Taiping Life Center Branch Of Marketing Strategy

The rapid development of china economy creates an ideal growing environment for the insurance industry, which makes it expend at a rapid way. The state also issues relevant policies to remove obstacles for the development of insurance industry. In recent years, as the insurance industry of our country has been in a steady rise, many foreign companies continually enter into Chinese market, market entities are on the increase, and the types of insurance and service become more and more personalized and diversified. However, the domestic market is still in a high monopoly, PICC,PLICC, the Pacific and other large insurance companies occupy the most market share, which makes the most of other smaller insurance industries are suppressed by monopoly enterprises in the process of growing up. These small and medium-seize enterprises face the dual challenges of weak internal competition mechanism and poor external environment. In addition, insurance cannot be stocked and spilt, and has heterogeneity and imperceptibility features, which makes the smaller and strength in poorer companies take advantage in marketing strategy if they want to have an invincible position in the fierce competition of the market.Under the circumstances of national insurance industry rapid development, the insurance industry has entered a new stage. Based on the insurance marketing and marketing insurance related theory, this paper makes a systematic study on the life insurance marketing strategy of Taiping Life Center Branch. First, it introduces the domestic insurance industry, especially the development of insurance industry in Anshan market background, and clarifies the content of the macro environment.Second, respectively from the present situation of the insurance industry, market potential and prospects, etc and combined with the product structure, marketing channels, competition structure, competitor and customer demands, it analyzes the internal and external environment of Taiping Life Center Branch. Third, with the marketing situation and its existing problems teased in detail, the paper analyzes the advantaged and disadvantaged of the internal and the opportunities and threats of the external by SWOT model. Finally, according to the result of SWOT analysis, using the integrated strategy to develop marketing situations, it establishes marketing combination strategy from product, channel, promotion and marketing team construction. In the part of conclusion, it summarizes and puts forward opinions and suggestions to Taiping Life Center Branch of marketing strategy.