Analysis On The Marketing Strategy Of Dividend Insurance In China Life Insurance Company

With the rapid development of the domestic economy,insurance industry gained the success that attracts worldwide attention.In recent years,with increasing market players,market competition is becoming increasingly fierce.As a leader in the domestic life insurance industry,China life not only has a historical responsibility to revitalize the national life insurance industry,more important task is to face fierce market competition.The competition based on the premiums of the life insurance.Due to participating insurance produces accounted for a large proportion of market share,the choice of market strategy is the key factor to determine the competition of insurance company.Therefore based on the Chinese life insurance company internal and external environment and the current analysis on marketing strategy of participating insurance product,author intend to reveal and find the problem through in-depth analysis,and provide the targeted recommendations for the current marketing strategy of life insurance company.At the same time,author also hope that these recommendations provide certain reference significance to the life of domestic life insurance industry for the healthy and sustainable development of the future.In this paper,participating product marketing strategy of China life will be the object of study.Using the empirical research method and theory which include life insurance marketing management,marketing strategies,product positioning,service marketing,management theory,makes a comprehensive analysis of China life participating product marketing strategy,and find out the existing problems in the process of marketing.Author would like to put forward corresponding improvement measures and recommendations which combined with the present situation of market.This paper is divided into seven chapters.Chapter One is the introduction;Chapter Two is an overview of relevant theories,which include analysis of the basic theory of the marketing strategy,marketing strategy of SWOT,7Ps theory,STP market positioning theory;Chapter Three is life insurance industry background,which include marketing situations of participating insurance,company introduction,marketing strategy of participating insurance and problem of marketing strategy;Chapter Four is analysis of SWOT for China life;Chapter Five include the segmentation of market,target of market,product positioning;Chapter Six is suggestion of marketing strategy;Chapter Seven is the conclusion and prospect.