Research On Marketing Strategy Of Life Insurance Service Of Beijing Branch Of Y Insurance Broker Company

Insurance brokerage companies are an important part of the insurance market.With the gradual development and maturity of China's insurance industry,insurance brokerage companies will play an increasingly important role in the future insurance market.As an intermediary service agency in the insurance market,it is the key to the long-term development of insurance broker companies that how to make use of their own advantages and adjust marketing strategies in combination with the changes of the market environment to improve customer value.Two obvious changes have taken place in the current environment.Second,customers become more mature and rational.Insurance products are intangible service products.In order to adapt to the new environment and gain competitive advantages,insurance brokerage companies should start from improving service level to create higher value for customers.Therefore,this paper proposes to construct the marketing strategies of insurance brokerage companies from the perspective of service marketing,so as to promote the benign development of insurance brokerage companies.Through literature analysis,combination of theory and practice,investigation and research and other research methods,this paper makes a comprehensive analysis of the marketing strategy of Y insurance brokerage company Beijing branch(hereinafter referred to as north branch of Y company),and finds that the marketing strategy of north branch of Y company mainly focuses on the following aspects:1.Fuzzy market positioning;2.2.Lack of marketing channel construction;3.Lack of marketing team building;4.Lack of tangible display;5.Lack of service process construction.In view of the above problems,the author firstly repositions the market position by using the STP theory,and then deeonstructs the adjustment of service marketing strategy of Y company's northern branch based on the 7Ps marketing theory,focusing on the optimization of marketing strategy for the unique 3Ps of service marketing.Then,a certain number of customers before and after the optimization of marketing strategies were selected as samples for questionnaire survey.Based on the questionnaire data statistics and the changes of the core business data of Y company,the conclusions were drawn.This article is different from previous research,based on the perspective of the insurance company life insurance service marketing strategy of product,but on the insurance brokerage,viewing the professional insurance intermediary market,and connecting with the enterprise practice sums up the marketing strategy,in the same industry of professional insurance intermediary institutions to develop their own service marketing strategy has certain reference significance.