Research On The Marketing Strategy Of Personal Insurance Product In Bazhong Sub-Company Of China Life Co.,Ltd

With the rapid development of China’s economy, society and public awareness for risk management and control gradually strengthen; China’s insurance industry has been developing rapidly in recent years. The major insurance companies have invested a lot of manpower and material resources to carry out the marketing and promotion of its life insurance products particularly in life insurance products. However, because the insurance industry is relatively late start in China, in the course of life insurance product marketing business, there are still problems, including marketing and internal management mode of consciousness behind scientific issues such as life insurance companies for product marketing caused some negative impact to the industry.In this thesis, life insurance product marketing of the Bazhong Subsidiaries of China Life Insurance Company is studied, and analyze the existing problems, combined with the company’s internal and external marketing environment analysis, a proposed life insurance products targeted marketing strategy and strategy implementation process recommendations and measures. Firstly, on the basis of the theory of marketing insurance products and related marketing collation and analysis, including STP strategy theory, the basic concept of the marketing mix theory and marketing of insurance products, the basic features and cutting-edge theory. Secondly, combined with the status quo branches in Bazhong Life Insurance’s products marketing analysis, summarized and organize its internal marketing environment, external marketing environment, SWOT matrix and the problems which exist. Thirdly, under the guidance of the theory and methodology of modern marketing, combined with environmental analysis branch in Pakistan Life a Life insurance products marketing, put forward the corresponding product marketing mix strategies, including target market strategy, product system strategy, product pricing strategy, channel strategy, product marketing and product promotion strategy. Finally, in order to implement a proposed life insurance products marketing mix strategies to provide protection, but also from product features to build teams, improve internal business systems and staff training to improve the quality of human resources management and other internal perspective of the marketing mix strategy proposed implementation process the recommendations and measures.The research work in this paper is based on theoretical analysis and practical studies, and the author’s practical experience as a guide, through the analysis of the local life insurance market is obtained, so research work in this thesis has certain theoretical and practical significance.