Research On Marketing Improvement Strategy Of Pacific Life Insurance

With the rapid development of the market economy,constant improvement of people's life quality,people promptly increase their consumption ability nowadays.In order to grab the opportunity,exploit more market,encourage the consumption,and finally obtain higher benefits,all walks of life carried out a series of marketing strategies.In such a competing circumstance,the insurance industry is also facing challenges.he traditional marketing mode dominated by ‘huge-crowd strategy' among insurance companies cannot keep up with the pace of the times in the current situation of diversified communication means and increasingly developed Internet technology.he simple and crude traditional marketing mode and personnel management mode can not meet the needs of the rapid development of the market economy.Herefore,ach insurance company has embarked on the road of transformation to explore new ways of marketing mode.As one of the three largest Life Insurance companies in Chin,Pacific Life Insurance has always focused on the main business of insurance and sought transformation and development with the vision of ‘becoming the leader of healthy and stable development of Life insurance industry'.However,compared to the rapid integration of auto insurance business and Internet platform,the transformation of the marketing strategy of Life Insurance company is relatively slow,which is also difficult due to the impact of different issues such as life insurance concept,purchase method and the guarantee of claim settlement.Therefore,how to make full use of its own advantages,fully integrate the internal resources of Pacific Group,formulate marketing strategies matching its own development,and consolidate its market position has become the key to the career of the company.In this paper,combined with the theory of customer delivered value,we use literature analysis,field survey,qualitative analysis,PEST analysis and other methods to analyze the marketing improvement strategy of Pacific Life.This paper takes Pacific Life Insurance as the research object,analyzes the external macro environment of the company through PEST analysis,and analyzes the industry competition environment through Porter's five force model,and then uses SWOT analysis to compare the opportunities and threats of the marketing transformation.This paper introduces the theory of customer delivered value and analyzes it from two aspects: total customer value and total customer cost,so as tomake a comprehensive analysis for the formulation of the marketing strategy.Then,the strategy is improved from five aspects: product strategy,promotion strategy,service strategy,price strategy and channel strategy.Finally,in order to promote the implementation of the Pacific Life Insurance marketing improvement strategy,this paper proposes relevant measures from the organizational system guarantee,personnel team guarantee,technical support guarantee and other dimensions to ensure the planning and effectiveness of the whole marketing plan.Based on the actual situation of Pacific Life Insurance,this paper proposes targeted marketing improvement strategies to promote the transformation of Pacific Life Insurance,which is also of great significance for other insurance companies.