| The scale of insurance intermediaries in developed countries has been formed,and insurance intermediaries can account for 60%-90% of the total insurance.Therefore,the development potential of insurance intermediaries in China is huge.However,the current competition between insurance intermediary companies is very fierce,which includes both domestic and foreign similar companies and insurance enterprises.Insurance intermediary company A was founded in 2003.Its development has gone through the road of insurance reform in China,and it is a very representative insurance intermediary company.Studying its marketing strategy and expanding the market through more scientific marketing strategies are very critical to improving the competitiveness of enterprises and market share.Firstly,this paper expounds the background and significance of insurance intermediary,introduces the research methods and technical routes of this paper,and summarizes and sorts out the relevant research at home and abroad;Secondly,it analyzes the related concepts and theories of insurance intermediary;Thirdly,it analyzes the current situation of insurance intermediary A,focusing on the general situation and existing problems of insurance intermediary A;Fourthly,the internal capabilities,external PEST macro environment and Porter’s five forces model of A Company are analyzed.At the same time,SWOT analysis method is adopted to compare the strengths,weaknesses,opportunities and threats.Finally,12 strategies are formulated,and then three strategic directions in SO are selected by using the chromatography analysis method;Thirdly,according to the problems existing in Company A and the selected SO marketing strategy direction,the STP based marketing strategy and the 4P marketing strategy.Finally,this paper summarizes the research contents of A Company and puts forward the future prospects.In this study,specific cases were used as a breakthrough to analyze the marketing strategy of insurance intermediary company A,analyze the problems existing in the enterprise using STP and 4P theory,and scientifically optimize the problems existing in insurance intermediary company A. |
