Research On The Marketing Strategies Of Life Insurance In H Life Insurance Company Ltd.

As a newly established life insurance company,H Life Insurance Company Ltd.faces the opportunity of the residents' spurt growth in life insurance demand,the challenge of the fierce competition brought about by the increasing life insurance companies,as well as the pressure of several old life insurance companies on the monopoly of life insurance business.Under such circumstances,the research on how to develop a marketing strategy that is consistent with the company's sustainable development is very significant.The thesis analyzes the internal status,industry environment,mocro environment,as well as opportunities and challenges of H Company using Boston Matrix,time series forecast method,PEST,Porter five-force model and SWOT,and discusses the company's market segmenting,targeting and positioning using STP method.In view of H Company's current problems,such as insurance product innovation shortage,channel line management confusion,single pricing strategy,low brand awareness,this thesis puts forward the long-term development marketing strategies from four aspects: product system construction,channel construction,price design and promotion strategy.This thesis also proposes a lot of solutions including establishing appropriate innovation mechanisms and cultivating product innovation teams,setting up a separate channel management center and integrating existing channels,implementing product differentiated pricing and customer differentiated pricing,and expanding corporate visibility through public relations activities such as public welfare sponsorship.Through developing marketing strategies scientifically,this thesis assists H Company to solve the problems existed in current situation,which has great practical significance for the company's healthy,stable and sustainable development.The practical experience summarized in this process has demonstration effects and theoretical value in forming core competence for both the newly established life insurance companies and the upcoming life insurance companies.