Marketing Strategy Optimization Study Of CC Life Insurance Company

There has been a continuous growth trend in China's insurance industry,especially in the past decade.The reason behind this is not only the support of China's national economy development,but also the improvement of people's living standards and educational level.With basic needs of life being meet,people become aware of their need to avoid risks.The development of China's insurance industry presents a slow-to-fast growth process,from the initial domestic old-fashioned monopoly to diversified development.Since 2010,most state-owned banks have joined the insurance industry,and have established life insurance subsidiaries.In addition,foreign insurance companies and domestic Internet giants have continued to join the ranks.How to develop a system with abundant products,orderly competition and diversified marketing channels in the industry has become a new topic for the survival of life insurance companies in this period.This paper takes CC life insurance as the object and makes a study focusing on its marketing strategies and practices in recent years.CC life insurance,as a small and medium-sized company,used to present a high-speed development,despite of its relatively small market share.However it's growth has slowdown since 2016 and its growth rate is quite low compared to whole industry growth rate.This paper is mainly based on the STP theory and 7P marketing mix theory in the field of marketing and since insurance products as intangible products share the characteristics of service,the 7P marketing mix theory is selected in particular to do the analysis combined with the STP marketing theory.This paper studies each element included in STP theory and 7P marketing mix theory and finds out the relevant problems of CC life Insurance,such as high dependency on the bancassurance channel,product homogenization and insufficient Internet innovation application.In addition,this paper makes a targeted analysis of the marketing environment of CC life insurance,including the overall environment of the insurance market and the industry competition that the company itself faces.Secondly,in view of the problems existing in CC life at the present stage,such as the lack of differentiated products,marketing channels narrowness and promotion inefficiency,the marketing strategy of CC life in the future can be comprehensively worked out by analyzing the internal and external environment of the company combined with SWOT analysis method.This paper proposes solutions to the existing problems from the perspectives of product system,pricing strategy,marketing channel construction,personnel strategy,promotion,physical evidence,marketing process management and so on.In order to ensure the effective implementation of the marketing optimization plan,this paper also discusses the corresponding guarantee mechanism,including the construction of sales team,human resources security,financial security,etc.This paper combines the classical marketing theories with the latest marketing concepts and trends to solve the practical marketing problems in CC Life in terms of combination of thoery and practice.It is hoped that this paper can help to optimize the marketing strategies of small and medium-sized life insurance companies and bank life insurance companies and improve the overall level of marketing skills.