Research On The Optimization Of Personal Life Insurance Marketing Strategy Of T Life Insurance Fujian Branch

With the development of social economy,people's living standards have improved and they have begun to pursue a high quality of life.More and more people are beginning to seek more investment channels.As a result,the demand for insurance continues to increase.In recent years,the state has promoted the development of the insurance industry and issued a number of policy documents supporting the development of the insurance industry,which shows the important position of the insurance industry in social and economic development.At present,Fujian Province has a good economic development and the insurance market has great potential.The number of competition entities in the insurance market in Fujian continues to increase,and the competition in the life insurance market is intensifying.Life insurance companies want to win the market,and marketing strategies are very important.Under this background,the paper uses data collection,field trips,interviews and data analysis to analyze and optimize the marketing strategy of T Life Insurance Fujian Branch.First of all,this paper describes the business overview of T Life Insurance Fujian Branch and the existing marketing strategy.After that,combined with marketing mix theory and relationship marketing theory,the four problems in the current marketing strategy are extracted: the internal team is not perfect,the agent team quality is not high,the organization development is not balanced,and customer service is not in place.And analyze the cause of the problem.Subsequently,analyze the current external environment and the competitive environment of the insurance industry.Then STP theory is used to segmenting?targeting and positioning.Finally,in combination with market demand and the company's own situation,the channel strategy,personnel strategy,organizational development strategy,customer service strategy,and physical evidence strategy are optimized.Finally,in order to ensure the implementation of the optimized marketing mix strategy,this paper puts forward the corresponding organizational guarantee,mechanism guarantee and risk control measures.