Research On Personal Property Insurance Marketing Strategy Of China Life Insurance Shaanxi Branch

The widespread use of mobile Internet and mobile payment has changed the consumption habits of the people.This has had a huge impact on the product sales model of traditional insurance companies.With the Internet giant's involvement in the insurance industry and the insurance market in China The opening of enterprises has made China's insurance market face an unprecedented transformation crisis.How to use the convenience of mobile Internet to seize the market has become a hot issue that many insurance practitioners are scrambling to study.This paper uses PEST and SWOT analysis methods to conduct a comprehensive analysis of China Life Insurance Co.,Ltd.Shaanxi Branch(hereinafter referred to as “China Life Insurance Shaanxi Branch”),including: the company's external environment,industry competition,customer purchase behavior and The company's internal resources also pointed out the problems existing in the current marketing strategy,providing a scientific basis for the development of marketing strategies in line with the development of the big network era.This paper proposes a marketing strategy that adapts to the company's realities.Including: Establishing connections and strengthening connections with customers in a variety of formats,and by building rich marketing scenarios and implementing customer-centric brand repositioning to enable customers to move from understanding to loyalty,and encouraging customers to attract more potential consumers in forwarding communications..Finally,it points out the steps and work initiatives of the company to implement the above marketing strategy,and points out the necessary safeguards in the implementation process.Help the company better adapt to the market and achieve its strategic goals.Finally,the paper draws four conclusions: First,the connection is the starting point of marketing,and every marketing is the beginning of establishing a connection.Second,the power of user sharing is the core resource of enterprise marketing.Third,no social connection,no business.Fourth,no marketing scenario,no marketing.