Research On Marketing Strategy Of Fushun Union Life

Change in today’s social environment, revenue increase, pension pressures gradually raise the people’s awareness of insurance, the fourth revolution brought China’s insurance industry, prompting an increasingly competitive market. Union life insurance Limited by Share Ltd established less than ten years, but in Fushun branch opened only two years, as a new life insurance company, how to play to their strengths, weaknesses, seize opportunities, meet challenges, to survive and develop well in the increasingly fierce competition in the insurance market, worth every united us think deeply.Considering the present situation of the life insurance industry competition in China and facing the marketing dilemma, through analyzing the status of United Life Insurance Fushun Branch Marketing analysis, points out the problems in marketing strategy, and through the analysis of specific issues, put forward to Hezhong life useful differentiation competitive strategy and suggestions, clear Hezhong life can choose the correct product strategy and action plan to gain access to the company’s advantage in the market, so as to avoid the homogenization of the competition among the same industry.In this paper, the background of the industry status quo through the PEST model, SWOT, Porter’s five forces analysis to analyze competition on the marketing concept, social environment, and insurance marketing mix strategies, according to the 4P theory from the product, price, place and promotion to four Union Life discusses aspects of Fushun Center branch of the current situation and problems of marketing, and discussed the problems in its marketing, noted the existence of product homogeneity, a single channel to promote ineffective and other issues. This paper 7PS theory, from product, price, place, promotion, people, physical evidence, process management has developed seven aspects Union Life Fushun center branch marketing mix strategy. Proposed pension insurance industry should focus on the development, promotion of senior housing products, using bidding strategy on price, explore the county, rural markets, expand sales channels and other strategies. Finally, security management and organization, human resources and claims service guarantee security and other measures.