Research On Service Marketing Strategy Of TP Life Chongqing Branch

Since the reform and opening up,the living and income levels of our people have been increasing,and the demand for insurance services has been increasing.Driven by macroeconomic policies and economic dividends,the insurance industry is booming and has become a long-term promising industry that crosses the economic cycle.Behind the rapid development,the insurance industry is also facing many challenges.The industry supervision is becoming stricter and stricter,and high standards are required for the service capabilities of the insurance industry.TP Life Insurance is one of the domestic insurance brands with a long history of development.While achieving good development results,it is also facing the pressure of transformation brought about by environmental changes.This article takes TP Life Chongqing Branch as an example,and from the perspective of service marketing,explores the ways in which the insurance industry can improve its competitiveness through service marketing innovation.The research focuses on the service marketing strategy of TP Life Insurance Chongqing Branch.First,by using the literature research method,it studied the theories related to service marketing,combed domestic and foreign research related to insurance industry marketing,and established a theory for the subject research basis.Then using PEST,Porter's Five Forces Model,and SWOT model as analysis tools,the macro environment,industry environment,internal and external conditions,opportunities and threats of TP Life Chongqing Branch were analyzed in depth.Based on a comprehensive analysis of various environmental factors,with the help of STP theory,the market segmentation of the TP Life Insurance Chongqing Branch's region,the company's target market selection,and market positioning were carried out.Based on the 7PS theory,TP Life Insurance Chongqing Branch's service marketing strategy was formulated from 7 dimensions: product,price,channel,promotion,personnel,process,and physical display.Finally,in order to ensure the smooth and effective implementation of the strategies formulated by the Institute,the implementation progress and effect evaluation were planned,and four safeguard measures of organization,technology,capital,and talent were proposed.The research combines the theory of marketing and service marketing with the actual marketing work of TP Life Chongqing Branch,and formulates a service marketing strategy suitable for its development.Event cases in the field of service marketing theoretical research provide some experience for other companies in the industry.