Research On Product Marketing Strategy Of Life Insurance Industry In China

In this paper,from the microcosmic perspective of product marketing of life insurance companies,we choose Ping An Life Insurance,which is known as the"Whampoa Military Academy",which is ranked second in the market.We mainly study the problems existing in the life insurance product marketing of our life insurance companies,And give their own marketing recommendations,management recommendations,this paper is more from the consumer point of view,how to change the status quo of China's life insurance industry to promote healthy and sustainable development of China's life insurance industry perspective The China's insurance industry after 30 years of development,in 2016 to become the world's third largest insurance market,premium income 3.1 trillion,of which life insurance company premium income 2.17 trillion,accounting for more than 70%of total premium income.Insurance in the three major financial industry started the latest insurance as one of the three pillars of the financial system,but the public acceptance is not high,especially life insurance is people talk about risk.To catch the reasons,life insurance companies imperfect marketing strategy,life insurance agent misleading and other issues to our insurance industry,especially the life insurance industry has brought a lot of negative impact.China is from the insurance power to the insurance power forward,modern insurance economic compensation,capital financing,social management and other functions is also very important,the healthy development of life insurance industry is a strong guarantee for the transition to the insurance power,this paper in the study of this issue,This paper chooses the micro-subject of China Ping An Life Insurance Anhui Branch,analyzes its analysis and analyzes its problems,and puts forward some suggestions on marketing strategy improvement and agent construction.In the content of the paper,the article is divided into five chapters,the first chapter is the introduction part,mainly introduces the research background,research purpose,research ideas and research methods.The second chapter analyzes the product marketing environment of Ping An Life Insurance Anhui Branch.This chapter mainly analyzes the current situation of national economic environment,legal policy environment and life insurance industry.The third chapter analyzes the current situation of Ping An Life Insurance Anhui Branch,introduces the basic situation of the branch company,the main marketing products and the premium income in recent years,and makes SWOT analysis on the product marketing of Ping An Life Insurance Anhui Branch,Disadvantages,opportunities,threats;this chapter also pointed out that the Ping An Life Anhui Branch is currently in product marketing and internal management problems.Chapter 4 summarizes the contents of Chapter 2 and Chapter 3,and puts forward the strategy of life insurance product marketing for Ping An Life Insurance Anhui Branch.This chapter is mainly based on 4P theory and combined with the idea of network marketing to develop product marketing strategy,Product positioning,design,channel,promotion and other aspects of the corresponding strategy,it is recommended to strengthen the protection of product design,to pay part of the commission commission to reduce product prices,product promotion focus on people-oriented,product channel strategy put forward a lot of enhanced network insurance marketing The construction of the proposal;this chapter also from the life insurance companies how to increase social credibility,improve the social image,the ideological and moral aspects of agents conducted in-depth study.The last chapter of the paper summarizes this paper and prospects for the future.In the process of writing this article,the author collected a lot of literature,landing a lot of data sites,In view of the limited level of knowledge,there may be a lot of product marketing strategy is not too strong constructive,but still hope that through this system of research and product marketing strategy to develop,hope that the development of a large number of products in the text,The content of this article can provide some ideas and reference for the product marketing development of Ping An Life Insurance Anhui Branch.At the same time,it also hopes to provide some ideas for the product marketing of the whole life insurance industry in China.