Research On Marketing Strategy Of Pingan Life Insurance Taierzhuang Rranch

In recent years,with the rapid development of China’s insurance industry,the urban insurance market has basically entered the saturation period,most insurance companies begin to make the expansion of the county insurance market as an important strategic direction.Life insurance,as an important part of insurance,has been playing an important role in improving China’s social security system and improving nation health.With the improvement of ‘county residents’ living standards,insurance awarenuss is also constantly strengthened,county insurance branches are facing unprecedented development prospects.It is of great significance to explore the marketing strategy of county life insurance branch to improve the penetration of insurance in China.This paper conducted the field research and interview with Pingan life insurance Taierzhuang brance,and grasped the marketing situation and existing problems.As a typical insurance company at the county level,Pingan life insurance Taierzhuang branch has the common development problems in the current county insurance branches,such as difficult perfomance,strong staff mobility,weak internal management and low professional ability.The internal problems have seriously affected the healthy development of the branch.In addition,the product isomorphism of many external insurance companies leads to the cult-throat competition.Pingan life insurance Taierzhuang branch urgently needs applicable marketing strategies to stimulate new development momentum.On the basis of reading and sorting out a large number of literature materials,this paper uses the current marketing related theories as the research methods.This paper first describes the research background,significance and research status at home and abroad,and then introduces the research content and research methods.The following analysis is the marketing status and the current marketing environment of the branch company,the marketing status analysis includes basic overview of the branch,the enterprise culture,marketing status and problems,internal factor evaluation matrix.The current marketing environment analysis includes macro-environmental analysis,consumer analysis,competitor analysis,external factor evaluation matrix.Finally,SWOT analysis method is used to summarize the advantages,disadvantages,opportunities and threats in the marketing environment to determine the future development direction of the branch company,as the basis for developing marketing strategies.According to the above research contents,STP marketing strategy is used to accurately locate the target market and market positioning,then based on the 7Ps marketing theory,this paper developed the appropriate marketing strategy for Pingan life insurance Taierzhuang branch from seven aspects: product strategy,price strategy,place strategy,promotion strategy,people strategy,physical evidence strategy,process strategy.The product strategy includes show the differentiation advantages of product and cater to the local market needs to improve the competitiveness of the product market and promote the product.Price strategy includes saving customer costs,increasing product added value,and improving customer service experience without changing product pricing.Place strategy includes consolidating agent channel,developing broker channel,network sales channel,explore cooperation channels with medical institutions and travel agencies,and strive for multipe channels to increase the market coverage of products.Promotion strategy includes increasing advertising investment,hold township promotion activities,and attract specific consumer groups in the target market,so as to enhance brand penetration in the local area.People strategy includes strengthening internal training management,improving team cohesion,recruit high quality young personnel for improving marketing personnel professional.Physical evidence strategy includes diversified forms of publicity,providing quality services,improve the level of promotional activities,play the role of sales shop publicity,improve product promotion activities to stimulate consumers’ senses and maintain a good brand image.Process strategy through service process design and customer engagement to improve customer satisfaction.Finally,this paper puts forward the marketing strategy safeguard measures from the three aspects of personnel and team guarantee,internal control guarantee and technical support guarantee,in order to ensure the marketing strategy can be successfully implemented.