| The rapid development of the national economy in the past 40 years has not only created a large number of wealthy high net worth individuals in a short period of time,but also complicates the simple and primary appeal of the original family trust.A series of problems such as asset shortage,property disputes,high taxation,and wealth inheritance all test the asset value preservation and wealth transfer ability of high net worth individuals.In the future,China will continue to be one of the fastest growing wealth markets in the world.Along with the growth of wealth,the demand characteristics of high-net-worth individuals and families and their enterprises to “create wealth,keep rich,pass rich,and enjoy wealth” are becoming clearer,and the rational allocation of wealth and effective protection are more prominent.As early as 2013,China Merchants Bank Wealth Report has shown that “Wealth Protection” has become the first goal of China's high net worth individuals' family trust,and the “wealth heritage” demand has become more apparent.Zhonghong Life Insurance Co.,Ltd.is the first Sino-foreign joint venture life insurance company in China.The company designed the insurance business of “insurance + family trust” business function for high net worth individuals with family wealth inheritance needs,making up for the gap of domestic insurance trust..However,for Company A,the first time to try such a business,how to effectively conduct marketing is worthy of further study.Although Company A's insurance trust business has achieved certain results,due to competition from private banks,family trust companies,insurance companies,etc.,the current insurance fund trust business of Company A needs further improvement in the marketing environment,and there are products.Innovation needs to be strengthened,lack of differentiation in pricing,insufficient channel development,lack of competitiveness in services,and insufficient brand awareness,which greatly limits the actual development of A company's insurance fund trust business.Therefore,this paper attempts to solve the marketing problem of A company insurance gold trust business,combined with the current marketing environment,gives the optimization strategy and safeguard measures of A company insurance gold trust marketing,so that Company A can effectively improve the marketing level and solve the marketing process.The problem is to promote the development of the company's insurance fund trust business,so that the sales of the company's insurance fund trust business has been significantly improved,and the market reputation and brand have also been improved to some extent.Specifically,the paper is divided into six chapters: The first chapter is the introduction,which summarizes the background,objectives and significance of the research;the second chapter is the literature review,which sorts out the relevant research on marketing and family trust at home and abroad;The third chapter is the diagnosis of marketing problems of A company's Hongyun family insurance business.Based on the analysis of marketing status,it analyzes the problems from five aspects: product,price,channel,service and brand.The fourth chapter is the analysis of marketing environment,including macro environment.The status quo,competition environment and SWOT analysis;the fifth chapter is the marketing strategy formulation.Based on the market positioning analysis,the marketing strategy recommendations and safeguard measures are given for the diagnosis of marketing problems in Chapter 3;the sixth chapter is a brief summary.This paper hopes that through research,we can find the shortcomings of Zhonghong Insurance Company's marketing,and give scientific and reasonable suggestions,so that Zhonghong Insurance Company's Hongyun family business marketing strategy can be improved and optimized,and increase the competitive advantage of Zhonghong Insurance Company's Hongyun family business.With longer-term development goals and broad development space,it can also provide reference for other similar companies. |
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