Research On High-end Customer Marketing Strategy Of Shandong Branch Of JX Life Insurance Co., LTD

With the rapid development of China's economy,the high end of the wealth of the population continues to grow,high-end customer demand for insurance is increasingly strong,a direct impact on the development of China's insurance industry speed and quality.Although Chinese insurance industry maintained a good momentum of development,but the study of high-end customers in the entire insurance industry in the initial stage,not forming a systematic marketing of high-end customers,is still in the stage of marketing product centric ".The research on the present situation of Shandong branch of JX Life insurance marketing of high-end customers,to find a scientific marketing strategy has very important practical significance for the company,but also have some reference to the development of the insurance industry in the high-end customers.In this paper,the letter of life Shandong branch as an example.First,briefly introduces the background,significance and research ideas and methods,then,summarizes the advanced theory and literature overview the current high-end customer marketing;then,analysis of the Shandong branch of JX Life status in the high-end customer marketing and the existing problems,and through the PEST analysis,in-depth analysis of SWOT environment the Shandong branch of JX Life.According to the marketing situation of Shandong branch of JX Life,a series of marketing improvement strategies and measures are put forward.In this paper,we believe that Shandong branch of JX Life insurance needs to improve its marketing strategy in terms of product,service and promotion.In terms of products,to improve the ability of insurance products to meet the needs of high-end customers,and truly establish a "customer centric" business philosophy.In terms of service,not only to strengthen internal staff training and norms,let employees stand in the customer's perspective,improve service quality,at the same time,to establish the background operation system,make customers feel convenient,meticulous and thoughtful service,the company's trust and reputation in the promotion of intangible.In terms of promotion,to enhance the construction of a good image of life in the high-end market,make full use of high-end media,the Internet,etc.to enhance the reputation and reputation of the letter to build life.In this paper,the high-end customer marketing strategy,to strengthen the construction of the Shandong branch of JX Life to build high-end customer marketing strategies to improve the industry to enhance the high-end customer service has a certain reference.