Research On Marketing Strategy Of China Life Insurance Changsha Branch Individual Life Insurance Business

The Chinese government policy on the insurance industry to support efforts continue to strengthen,at the same time at the same time,along with the upgrading of China's economic strength has increased people's income,technology innovation,the concept of change brought about changes in all aspects of the insurance business.China's life insurance market has developed rapidly,but it is still a change in the rapid development of the primary market is not mature.As the life insurance market development started late,the market system is not perfect in many aspects,as the life insurance market supply of life-insurance company,are still lack of mature market experience in marketing and customer service service,the use of funds,this factor largely restricts the life insurance market potential demand into effective demand,the market supply and demand has not equilibrium.The marketing of life insurance company is the key to the sustainable development of the company.In this paper,the Changsha branch of China Life Insurance Company as the research object,the use of the basic model of marketing theory and analysis methods for the company to study and develop the corresponding personal business marketing strategy.This paper first analyzes the development of foreign insurance personal business survey,found that the marketing of personal business factors,marketing priorities and strategies,etc..Secondly,through the Chinese life in macro and micro and internal environment analysis and find out the opportunities and threats of the SWOT analysis,the Chinese life Changsha branch personal business marketing strategy of market segmentation,and use different strategies.And from the three aspects of new product strategy,product portfolio strategy,service strategy product strategy;through the development of pricing strategy,avoid the difference between the company's products are not refined,in the implementation of tiered pricing strategy for products;using the characteristics of the company's brand value high prestige pricing strategy for the implementation of the company's high-end products;develop insurance agent the media,marketing,banking and insurance,telephone marketing,network marketing and other diversified marketing channels,the channel construction company in the integrated management of reasonable competition,to avoid excessive dependence on single channel,reduce the channel risk.Through advertising,marketing,public relations,promotion and other marketing strategies to solve the problem of the company's promotion system is not standardized and promotion of personnel quality,and establish the image of the company's comprehensive financial management.In the end,the author puts forward a series of guarantee system to promote the steady implementation of the marketing strategy according to the specific practice and the analysis of the Changsha branch of China Life Insurance.As the main part of the life insurance supply,life-insurance company,how to grasp the market trends,develop a reasonable marketing strategy,improve their management level,is to deal with the market competition,the key to win the market.In this paper,we hope that the research results can be used for reference to the similar enterprises in the industry through the study of the personal business of Changsha branch of China Life Insurance.