Optimization Study On Service Marketing Strategy Of China Post Life A Branch

In recent years,domestic policies supporting the development of the insurance industry have been promulgated one after another,and residents’ demand for insurance is growing,and life insurance has gradually integrated into society and residents’ lives.The scale and growth rate of domestic premiums have seen a rapid increase,and the density and depth of domestic insurance have also made great progress,making the industry thriving and promising.In the life insurance industry,the bancassurance channel is growing rapidly with the resources of commercial banks’ high quality customers,and the premium scale and business value are growing at the same time,saving more operating costs and labor costs for insurance companies,and contributing to the total profit year by year.Bancassurance channel premiums have taken up a large proportion of the total premium income of national life insurance,and the competition among life insurance companies in the agency channel is fierce.For life insurance companies,how to achieve product diversification and improve customer service satisfaction is an inevitable issue to enhance comprehensive competitiveness.Since its establishment,China Post Life A Branch has steadily increased its premium scale,optimized its business value and gradually increased its market share in the insurance market of A City,relying on the advantages of the parent company China Post’s self-run insurance synergy.However,with the significant growth of premium target,the existing service marketing measures are difficult to support,and it is urgent to optimize the existing marketing strategy to meet the demand of high-speed and high-quality business development,and to respond to the strategic development requirements of the Postal Group to build a "new growth pole" of China Post Life.In this context,this paper takes China Post Life Branch A as the research object,uses literature research method,questionnaire survey and interview method to study and analyze the service marketing strategy and problem diagnosis of China Post Life Branch A.It combines STP theory and 7Ps marketing mix strategy to propose the optimization plan of service marketing strategy and guarantee measures.Translated with www.Deep L.com/Translator(free version)The whole paper is divided into seven parts.The first chapter is the introduction,which introduces the background,significance,main research content,research method and innovation point of this paper.The second chapter is a literature review and theoretical foundation,which introduces the connotation of service marketing,the theoretical foundation related to service marketing and the research progress of service marketing and insurance industry service marketing.The third chapter is the analysis of the current marketing environment of China Post Life A Branch,which introduces the current marketing environment of China Post Life A Branch,including the macro environment and micro environment.The fourth chapter is service marketing strategy and problem diagnosis of China Post Life A Branch,including the premium income situation of A life insurance industry and branch service marketing strategy,presents the problem diagnosis.The fifth chapter is the service marketing strategy optimization strategy of A branch of China Post Life,with suggestions for service marketing strategy optimization based on STP theory and 7Ps theory respectively.The sixth chapter,guarantees of the optimization strategy,including four aspects of culture,organization,system and technology.The seventh chapter is conclusion and outlook.