Research On Marketing Strategy Optimization Of Pacific Life Insurance Company

With the celerity development of economy and the continuous progress of society,people’s insurance awareness is gradually improving,and their recognition of the insurance industry is also gradually strengthening.Since 2014,China has issued policies to support the development of the insurance industry for many times.The Banking and Insurance Regulatory Commission has been merged,The regulatory regime for the financial sector has been improved.The country has a stronger ability to prevent and defuse financial risks and has a broader development prospect.COVID-19 in 2020 has also caused great changes in the world.The isolation policy has greatly affected the traditional agent system,and traditional marketing methods can no longer match the current complex market environment.Under the situation that the epidemic may become normal,it also urges enterprises to explore transformation goals and transition strategies that can adapt to the current environment.This article is under the environment of the Pacific life insurance company marketing strategy optimization study,explores current as the mainstream of the traditional mode of agent optimization strategy and the transition to the Internet channel marketing method,in order to improve the Pacific life insurance company after a hit from the outbreak of the competitiveness,at the same time transition strategy can also provide a possible way for the industry.This article USES the literature research and case study of the scholars at home and abroad about insurance marketing related research are summarized,and introduces the development course and current situation of the development of the Pacific life insurance,and then based on the market marketing related theory,on the Pacific life insurance company insurance marketing environment is analyzed,from the political,economic,social,technology and competition environment five aspects,It is concluded that China Pacific Life Insurance needs to optimize and transform the traditional agent system under the new insurance policy environment and the new epidemic prevention and control requirements.Then it conducts SWOT analysis on Pacific Life Insurance Company,and draws the conclusion that existing channels and service modes should be optimized and Internet insurance channels should be vigorously developed.Based on the Pacific life insurance company current strategy of the status quo of insurance marketing,on the questionnaire of Pacific life insurance policy-holder,by analyzing and comparing the data,then to 4 c marketing theory as a guide,find out the problems existing in the Pacific life insurance marketing,it is concluded that need a single product category,marketing costs are too high,convenient purchase channel is poor,Conclusion of poor reputation in insurance industry.According to the analysis of relevant problems,the thesis draws the conclusion that,first of all,we should use big data technology to enrich product categories,satisfy the particular requirement of customers,optimize and reform the agent model,absorb excellent talents into the employee system,transition to the Internet channel,and reduce the channel operation cost.Second,strengthen the construction of Internet insurance,establish offline and online linkage mechanism,improve professional service level and improve customer experience.Third,build self-run forum and optimize short video content of Pacific Life Insurance,do publicity well,strengthen contact and communication with consumers,comprehensively maintain and improve the image of the insurance industry,and improve brand value.Finally,this thesis puts forward the guarantee scheme from many angles to ensure the smooth implementation of the marketing optimization strategy of Pacific Life Insurance Company.