Research On Differentiated Marketing Strategies Of Life Insurance Companies Based On Customer Segmentation

In recent years,the rapid development of the insurance industry is accompanied by the gradual deterioration of the regulation of insurance and the gradual improvement of people's awareness of insurance.The ten new countries of insurance pointed out that by 2020,we should comprehensively improve the service function of the insurance industry,and build it into a modern insurance industry that is compatible with the economic development of our country.The insurance industry is a use of the law of large numbers for our customers to provide high value-added service industries,which determines the insurance industry is a highly oriented by the customer demands of the industry,the insurance industry competition already from traditional price competition to service competition value.At present,the domestic insurance market is still in the growth stage.A life insurance Guizhou branch is fifth life insurance companies to enter the Guizhou market,the strong momentum of development,but still faces many problems,such as the agent,the high turnover rate of the service quality needs to be improved,thirteen months to low rate of KPI.These problems are caused by agents from the source.I believe that through the implementation of customer segmentation,marketing professional to help customers different help agents better,improve their professional level,can effectively solve the A life insurance Guizhou branch is facing some problems.Based on the questionnaire,this paper makes an investigation on the problems related to customer differentiated marketing of 29 core marketing managers of A Life Insurance Co.,Ltd.,Guizhou,and the other 234.Results showed that the formulation of marketing to customers with different A life insurance Guizhou branch at present from the level of management is not systematic and related systems,but the agents in the course of the exhibition industry has had a preliminary concept customer division.Agents through their own experience to carry out the portrait of the customer,targeted development,but this approach is too extensive.The author found that the basis of the customer's division is relatively single,mainly based on customer income.At this stage of the A life insurance Guizhou branch or in the marketing plan as a major push agent of the exhibition industry,which helps to open up the market to help the company quickly pre mining customer resources,but for the initiative of the agent has the disadvantages of increased.The healthy and sustainable development of the insurance company depends on the high quality policy of the agent.The implementation ofcustomer differentiated marketing strategy can improve the efficiency of communication with customers,is conducive to the construction of a high performance high loyalty and high service level business team,reduce management costs,reduce the risk of compliance management.The low-end(inactive)and four types of potential customers.Combined with A life insurance company in the sale of products and insurance plans for the four types of customer groups for marketing strategy recommendations.This paper is divided into six chapters.The first chapter is the introduction,introduces the research background,research significance and literature review;the second chapter is the theoretical basis of this paper;the third chapter of the A life insurance Guizhou branch development from competition,internal management,organization and service quality and other aspects of the analysis,and then focus on customer differences of the company's current marketing situation the analysis mainly depends on the ground inside and outside the questionnaire data,finally expounds the necessity of the A life insurance Guizhou branch of marketing customer differences;the fourth chapter is the introduction and selection of clustering data through clustering classification of customer data the author collected;the fifth chapter is the classification of the previous results analysis and suggestions on the marketing of different groups of people;the sixth chapter is the conclusion.