Research On Marketing Strategy Of Life Insurance Business Of Taikang Insurance Financial Group

After the Chinese accession to the WTO,state-owned insurance companies began the shareholding system reform,and the insurance industry entered a highly open era.China's insurance has entered an unprecedented competitive market.Insurance has become an indispensable part of the daily life of the Chinese people.The opening up of the insurance industry means more foreign competitors.Domestic life insurance companies will be together with well-experienced foreign insurance groups and Internet insurance companies with big data support.To seize the market,the external environment of the market is changing with each passing day.It is predicted that the demand for life insurance market will grow.It is an inevitable choice for the company to stabilize the market by formulating new marketing strategies according to environmental changes in a timely manner.This paper takes the life insurance business of Taikang Insurance Financial Group as the research object.Through the analysis of the marketing strategy of the life insurance business of Taikang Insurance Financial Group,it finds the problems and causes of the company,and seriously studies the marketing environment of life insurance business,from the macro environment and market demand.Advantages and disadvantages,market opportunities and threats are analyzed.It is believed that the domestic life insurance market still has great potential.Then,using 4ps theory,the marketing strategy improvement suggestions are given from four aspects: product,price,channel and promotion.And after the recommendations are given,the implementation of safeguard measures.In order to change the small scale of Taikang market,weak brand advantage,product design can not meet the individual needs of consumers,Taikang should first use big data for more detailed market segmentation,implement diversified product strategies,and at the same time broaden channel construction,according to The life insurance industry features flexible pricing of products,improving its own services and other measures to improve product reputation,gain customer loyalty,and thus establish a brand effect.In order to successfully implement the above strategies,Taikang will conduct more detailed customer classification and develop customized policies based on this more refined customer classification to meet the different needs of different groups of people.The product should be subdivided to protect the content,strengthen the integrity management of the marketer in the service,optimize the claims service process to increase the customer service experience,and avoid sales misleading.In the use of big data,we should improve the ability to analyze data,make full use of the information contained in big data to develop sales strategies,and pay attention to the security of customer information,so as not to cause losses to customers.Finally,in order to successfully implement the new marketing strategy,the whole company should change the marketing concept and make the new marketing strategy more smoothly implemented.