The Marketing Strategy Of Life Insurance In The Yichun Branch Of New China Life Insurance

As an important supplement to the modern social security system,commercial insurance plays an important role in social life.It has developed rapidly in recent years,especially life insurance.The government has issued a series of favorable policies to support its development.With the increasing demand for life insurance,the types of products are becoming more and more abundant,the competition is becoming more and more fierce.the development of its business is based on the support of the prefecture-level branches,which can rapidly expand the local market through the effective management of the four-level institutions.As the main carrier of each life insurance company's market development,the marketing strategies adopted by the prefecture-level branch will have a decisive impact on their position in the market.At present,the marketing strategy research is mainly focuses on the level of head office and provincial branches,the research on the prefecture-level branches are still relatively few.New China Life Insurance Company has more than 200 prefecture-level subsidiaries in the country.Yichun Branch,as one of them,ranks among the top many times in the achievement of the premium target under the condition that the population and total economic volume are not dominant.However,according to the previous marketing strategy,it is difficult to meet the current market demand.The marketing strategy should adapt to market changes.The problems such as too homogeneous products and inaccurate customer orientation are more prominent.This paper selects Yichun Branch as a case study.Firstly,the origin of insurance in China is briefly described.Then,the main theories of insurance and the mainstream marketing theories are analyzed.This paper summarizes the internal advantages and disadvantages,external opportunities and threats it faces.Based on SWOT analysis,this paper puts forward a marketing mix strategy suitable for Yichun local market.Through supporting a strong implementation and guarantee system,detailed planning and design are made at the system level,to ensure the effective implementation of the strategy and the achievement of the expected goals.