A Research On Marketing Strategy Of X Insurance Brokerage Company

In 2019,an outbreak of the new crown pneumonia infectious disease has widely affected people’s lives.The epidemic has changed people’s lifestyles and strengthened their awareness of health protection.Due to the increase in people’s income levels and the increase in insurance demand,the insurance market has attracted attention during the epidemic,and the entire industry has achieved a new development.Under such a market environment,it is conducive for insurance broker companies to develop marketing business,actively develop insurance products that meet consumer needs,and expand scale and business volume.However,due to the impact of the epidemic,traditional insurance companies have accelerated their Internet-based transformation and invested more resources in developing insurance business through Internet channels,which undoubtedly intensified competition in the insurance market.As an Internet + intermediary platform,insurance brokerage companies must constantly update their marketing strategies to win more market shares and implement the strategies formulated into actual work,which is conducive to the survival and development of insurance brokerage companies.This article mainly chooses X insurance broker company’s marketing strategy as the research object to study its current marketing situation.First,it introduces the history and current situation of insurance and Internet insurance development,and expounds some basic concepts and basic theories,namely PEST analysis method,Porter’s five forces model,market segmentation theory,market positioning theory,4P theory,etc.After that,I took X insurance brokerage company as the research object,analyzed its business and product status,and found out the marketing problems of X insurance brokerage company.After discovering the problem,the author uses the PEST analysis method and Porter’s five forces model to analyze the macro and industry aspects.Finally,from the formulation,implementation,and protection of the X insurance brokerage company’s marketing strategy,it is recommended that the X insurance brokerage company Attach importance to insurance advisory services,actively improve the quality of employees,while maintaining existing businesses,insist on product innovation,business innovation,continuously improve service levels,and enhance the competitiveness of the company.Through the marketing strategy formulated in this article,we will create a more professional marketing service system for X insurance brokerage company.