Research On Marketing Strategy Optimization OfInsurance Trust Business Of H Life Insurance Company Shandong Branch

Because of the slowdown,the growth rate of China’s macro economy and risk gradually got the attention from all walks of life,high net worth group of property management and property inheritance also increasingly highlight,"property protection" has gradually rise to high net worth group property management priority goal,and work "property inheritance" target’s status in society will become more and more high.Thus,the family trust business with property inheritance as the core content in China will get some progress.Can see that in the future is still a key part of the global wealth market economy in our country,at the same time with China’s macro economic situation in the current rise unusually rapid,this also will be accompanied by our country’s many family firms,high net worth group also has a huge property safety management needs,and they are eager to keep buster,rich,the rich,and rich,Rational distribution and protection of one’s own property is also a trend of China’s development in the new era.Besides the traditional trust companies,modern insurance companies are also trying to develop the "insurance trust" business through the mode of "insurance + trust",so as to seek for development.H Life insurance Company studied in this thesis designed the exclusive insurance service of "insurance + trust" for the high net worth group with family property inheritance needs.However,it is the first time for H insurance company to try this service,and how to carry out marketing properly still needs further research.Therefore,the main significance and purpose of this chapter is: Strive to industry environment,according to the insurance company the trust service for H insurance company insurance trust services on major issues,put forward H insurance company insurance trust the whole optimization of marketing strategy and safeguard measures,finally realizes and assist H insurance company enterprise reasonably deal with many problems in the marketing process,In this way,the overall marketing level of INSURANCE trust services of H Insurance Company will be improved,and the company will be assisted to establish stronger brand advantages in the market by adopting more reasonable marketing strategies,so as to occupy a more advanced market competitive position.Based on the market management theory and marketing theory,this thesis analyzes the operating environment of insurance trust business of SHANDONG Branch of H Insurance Company by using PEST and SWOT analysis,and determines its advantages,disadvantages,opportunities and threats.Based on the actual operation situation and operational problems of Shandong Branch,Based on the successful experience of advanced peers in the insurance trust field,such as CITIC Prudential,AIA and Sinochem,this thesis gives the development ideas and basic business strategies of insurance trust business of H Insurance Company Shandong Branch,and in order to ensure the effective implementation of the strategy,Effective measures including organizational structure,personnel service system construction,technical support,customer service professional improvement,talent structure and other aspects are proposed to provide reference for the rapid development of insurance trust business of Shan Dong Branch of H Insurance Company and the business development of peers.