Research On Marketing Strategy Of Cangzhou Branch Of Pacific Life Insurance

With the growth of the domestic economy as well as the national support of the insurance-related policy,the Chinese insurance industry has been reached a level which is rapidly developed.Pacific Life Insurance,the well-known insurance company in China,has obtained part of market share in region of Cangzhou for its organized management system and good reputation.However,the intense competition exist between the innovative local insurance companies and new entrants,hence,there it's great value to study the marketing strategy of the Pacific Life Insurance to forestall the market share in the region of Cangzhou.This paper take the Pacific Life Insurance Cangzhou branch as an example and take domestic and foreign study as the reference,meanwhile,guided by the marketing ideas,first the paper analyze the macro external environment and industrial external environment.Then analyze the status quo of the CPIC in order to explore its development advantages and disadvantages and further analyze and explain it by using SWOT analysis.At the same time,used the method of market survey to investigate the insurance demand of the local citizen to know the willingness of the consumer deeply.Then the segmentation,targeting and positioning of market are introduced.The new marketing mix strategy is analyzed by Product,Price,Place and Promotion(the 4P Theory).The last part of the paper,some executory safeguard measures are brought to ensure the marketing strategy.We hope the study in this paper are significant reference for the Pacific Life Insurance marketing operation.