Research On Marketing Strategy Of China Post Insurance Hebei Branch Guarantee Products At The Background Of Regulatory Guidance Adjustment

At present,the living consumption level of residents is constantly improving,insurance has become an indispensable part of daily life and a product category with special characteristics.From an economic perspective,insurance is a financial arrangement for the apportionment of accident losses.From a legal standpoint,insurance is an act of contract,a kind of contract arrangement that one party compensates the other party's loss uniformly.From a risk management perspective,insurance is a method of risk management.From a social perspective,insurance is the important component of social economy safeguard system,the social production and social life stabilizer.So we can see that risk guarantee is the most basic function of insurance.In 2015,The CIRC proposed that the entire industry should be in the original source of the premise,improve the quality of insurance supply,optimize the insurance supply structure."Return to the source" has become the insurance industry consensus.This paper is based on the rapid development of social economy,China's insurance industry,especially life insurance market,has a trend of large-scale and high-speed development.But the pursuit of profit,many domestic insurance enterprises have deviated from the development direction of insurance operation,excessive development and sales of short-term,income-type financial insurance products,the safeguard function of insurance is gradually weakened.This paper is based on the above regulatory policy guidance,analyze the current situation of hebei life insurance market,explore the marketing strategy of guaranteed products in China post insurance hebei branch,develop a 4p strategy.It is of great practical significance to the development of hebei branch of China post insurance.At the same time,it also helps to improve the market competitiveness of China post insurance in hebei insurance industry.