Analysis On The Marketing Strategy Of Greatwall Life Insurance Co.,ltd Shandong Branch

With the rapid development of China's economy,the domestic financial industry,especially the life insurance industry,has also achieved rapid growth.In recent years,many foreign insurance companies entered the Chinese market and set up joint venture insurance companies with Chinese enterprises.Many state-owned insurance companies,private insurance companies and brokers company have been formed and established in China.China's insurance industry has unprecedented opportunities for the development of the industry known as the "golden decade".In this paper,taking Greatwall Life Insurance Co.,Ltd Shandong Branch.("GLS")as the research objective,first sales situation and the existing problems faced by GLI Shandong Branch are described in detail,and then uses PEST,SWOT etc.research method,analyzing the macro environment,industry environment and their domestic environment.Finally,some improvement strategies are put forward on the GLS product,price,channel,sales and other aspects of the marketing,and proposes some supporting measures to strengthen the marketing staff training and internal management innovation.Hopes to play a reference role about developing the insurance market in Shandong,expanding market share,increasing brand awareness and credibility of the people.Furthermore,it will also have some reference value on the same industry market in Shandong.