Study On Integrated Marketing Strategy In Met Life Dalian Branch

Since 2004, foreign insurers entered in Chinese market. Our insurance trade is open to outside already with the only restrictions that foreign ownership in insurance companies is limited to 50% and the statutory restricted insurance business is not allowed. The insurance industry has been boosted by a series of preferential policies, it grows into an important component of economic operation in the national economy and serves as society “stabilizer” and “booster”, its huge potential leads to increasingly fierce market competition.Sino-US United MetLife Insurance Co.,Ltd, a leading company in foreign insurers, is committed to the business philosophy of customer-centric, and makes a great contribution to the development of financial market and insurance industry in China. But in the face of challenges from imperfect industry and Chinese companies' local advantage, MetLife needs to establish strategy on analysis, marketing and communications, aiming at optimizing service quality and then profits are realized over expectation.With over one decade development, Needs Based Service marketing has become competitive advantage on differentiation. Based on the “Service Marketing” and “Integrated Marketing Communication”, it uses PEST analysis, SWOT analysis and other approach to evaluate the external environment and internal conditions, and describe both the challenges and opportunities the Dalian branch may encounter during operating. Based on the analysis results, it is recommended to make market positioning and raise the strategic choice with a clear aim; also linking with the feature of life insurance marketing, marketing innovation is needed. Meanwhile, in order to enhance service competitive strength, this paper proposes to take a further step of integrated marketing implementation from target market selection, contact point to marketing measures as well as communication tools. It tries to make the research results more helpful in improving brand awareness and extending customer source, eventually increasing the branch's market share.