Research On Marketing Strategy Of TP Life Insurance Shandong Branch

Insurance has the heterogeneity, no inventory, perceptual,no consistency, essentially, it is a special kind of service. If insurance company want to win in the fierce competition,it must make clear the essence of the insurance, design and appropriate marketing strategies.Based on related theory and method of market segmentation, from two aspects of macroscopic environment and microcosmic environment analysis of the development prospects of TP life in shandong branch, with TP life of shandong branch of life insurance marketing present situation and development strategy as a starting point, and then compare system and in-depth analysis, explore the construction of the company marketing strategy and strategic.In this paper, the first chapter of the basic condition of the life insurance industry in China, this paper Outlines the research background, research significance and research; The second chapter mainly discusses the market segmentation theory, strategic management theory and marketing theory studies the basic theory of summary and induction, lay the foundation for later analysis. The third chapter mainly discusses the basic situation of TP life in shandong branch, facing the macro, industry competition environment analysis; The fourth chapter mainly discusses the TP life of shandong branch of SWOT analysis, clear the company strengths, weaknesses, opportunities and threats, through comprehensive analysis of SWOT matrix, provide the basis for establishing the company’s marketing strategy. Fifth chapter determines the TP life of shandong branch of marketing strategic target, has been clear about the business of the company to tone and marketing goal, through the clear market segmentation and positioning, made clear the development direction of the company and from product strategy, price strategy, promotion strategy and channel strategy four aspects, established the marketing strategy of the company eventually; The sixth chapter puts forward the marketing strategy concrete implementation measures.