The Research On Marketing Strategy Of AP Life Insurance Products Facing With Retrenchment Policy

With the rapid economic development,the role of insurance as a social stabilizer has become increasingly prominent.After the promulgation of the “National Ten Regulations” of the insurance industry,the industry has witnessed in a new round of rise.In year 2017,life insurance industry ushered in a new turning point.Under the policy guidance of "insurance is mainly to ensure while surveillance is mainly to supervise",short and medium-term financial type insurance products which are used to heighten the scale have been curbed while insurance products will become the core of marketing.Thus,life insurance companies should adjust the marketing strategy.Faced with the opportunities and challenges in the new era,this paper takes AP Life as an example to discuss the formulation of marketing strategies for insurance products in the transitional period.Referring to the classical theory model of marketing,this paper analyzes the existing marketing strategies of AP Life according to its actual situation and relevant suggestions are put forward.Firstly,it analyses the marketing environment of AP Life.With the help of PEST model,it makes a comprehensive analysis of the macro environment,mainly focusing on the changes of life insurance regulatory policy,economic development,social awareness of insurance and new opportunities of scientific and technological development.Meanwhile,with SWOT analysis,it explores the strengths,weaknesses,opportunities and threats of AP Life.Secondly,it subdivides the target market according to the characteristics of insurance products and puts forward optimization suggestions based on its market selection and positioning strategy of AP Life.Thirdly,combined with 7P factor of service marketing,competitive advantage of AP Life and marketing strategy of competitors,it analyzes the marketing strategy of AP Life insurance products and also put forward other feasible suggestions.Finally,safeguard measures are formulated according to the implementation of marketing strategy.This research on AP life marketing strategy is not only conducive to the promotion of its market share,but also has significance for other life insurancecompanies' marketing of insurance products.At present,the regulatory policies of life insurance industry are in the period of adjustment and exploration.Summarizing the plans and measures adopted by enterprises in practical work is of realistic meaning and reference value for deepening reform of insurance industry.