Research On Marketing Strategy For Individual Insurance Business Of Jilin Branch Of New China Life Insurance Co.,Ltd.

Since 18 th CPC National Congress, Chinese economy booms, and the rapid development of the international status and influence significantly increase. The insurance industry in the national economy is one of the fastest growing industry in China, with GDP being ranked second in the world, and the premium income ranked fourth in the world.By 2015, the state promulgated "the State Council on accelerating the development of modern service industry insurance certain opinions", which will promote the development of the insurance industry, andwill promote China change from a major insurance country to an insurance power country.In recent years, the Chinese insurance industry has development and progress in the economic opening up and deepening the reform process, and gradually shows the characteristics of internationalization, specialization, marketization and standardization. But the study of a number of cities and regional insurance market development research center of the State Council shows that China insurance industry still has the obvious problems.Compared with other countries in the world, Chinese insurance market started late, with the development of modern insurance industry only lasting over 20 years and the development level lowing, but the city insurance industry has a huge potential demand. Secondly, China’s insurance industry is small in scale, lack of effective supply, whose business mainly concentrated in limited categories, such as single product, and the problem of isomorphic is serious.At present, the insurance industry in china has a serious competition. After joining WTO, more and more foreign insurance companies enter Chinese insurance market with joint venture or sole proprietorship form, and the domestic insurance companies are facing the dual pressures of foreign competition and its development.So is the country, so is the region.Jilin Province is located in the center of northeast region,with the development of the insurance industry being complex. As for life insurance companies, 18 life insurance companies enter Jilin insurance market as 2015.Especially in recent years, with the gradual increase of competition, the severity of competition has become increasingly prominent. Product in the insurance industry market competition is key, but marketing is still an important link.Jilin Branch of New China Life Insurance is the branch of New China Life Insurance in Jilin Province, with larger share in the province’s insurance market and more institutional insurance companies. But with the rising operating costs of the slowdown in growth in business and more and more difficult in market development, as the company’s core business, the personal insurance business have been repeatedly blocking. Therefore, in order to avoid reducing performance indicators, maintaining the health insurance industry and development and stability, we need to formulate corresponding marketing strategies to effectively solve the marketing problems faced by the insurance business.Based on the theory of marketing, this paper analyzes the marketing problems of Jilin Branch insurance business in detail. Jilin Branchhas some problems including product structure imbalance, lack of service system, channel management lag, lack of sales growth, brand value and other issues.Operating from the market environment of Jilin Branch which facingthe politics, economy, society and technology factors of the in-depth analysis, with STP strategic design and marketing strategy design, and combined with the competition of the insurance business, from product strategy, service strategy, marketing channel, promotion strategy, brand strategy and other aspects,put forward proposedmarketing strategy.This paper for Jilin Branch upgrading insurance business advantages, enhancing the competitiveness of the brand, slowing development of solving such problem has an important practical significance, hoping that these marketing strategies can help insurance departments to solve related problems, the long-term healthy development, and has certain enlightenment significance to the industry of its insurance company insurance business marketing, and to explore the new mode and new means of boosting the development of the insurance industry.