The Research On Marketing Tactics Of Life Insurance Of New China Life Company In Hunan Branch

Xinhua insurance company has achieved good results,2009market share hassecond place. But some problems also gradually, if not to solve these problems, thecompany develops inevitable existence. Company management, personnel, etc, mustbe a series of problem radically innovative marketing management, the company canbe bigger, but also promote the company will serve the continuous, healthy and rapiddevelopment.This paper firstly marketing theory related literature of established research, thetheoretical basis, based on the SWOT analysis, the paper then through the branches ofthe internal and external environment of Hunan enterprises and their advantages anddisadvantages were systematically analyzed, and further clarified the Hunan branchtarget market selection and market positioning, further strengthen the city leveladministrative regions, it is expanding marketing efforts of the core competitivenessof enterprises, Hold the construction socialism new countryside in the goodopportunity for the rural market, as a new growth point and continue to do greatbenefits for a short-term insurance, key accident insurance and health insurance.Based on the advantage, share dividends risks and safeguard products do less, andeverything. For a long time, increase the connotation of higher value of danger.Based on this, the paper puts forward the Xinhua life-insurance insurancemarketing mix strategy of Hunan branch. In the product strategy, strengthen theinnovation of product categories and product structure adjustment, In productmarketing service strategies, customer service, implement and improve customerservice management, the innovative concept, implement quality management, Incombination with the strategies, the channels of individual agent and bank agent,comprehensive use multiple proxy way, In the marketing strategy formulation of newpublic relations, advertising and promotion and sales personnel. In order to guaranteethe smooth marketing mix strategy, the company from top to bottom, take a series ofreforms on the whole the safeguard measures, to ensure the smooth implementation ofmarketing strategy.