| An optimization based on the guidance of marketing theory is performed in this paper,aiming at the problems in the marketing strategy of high-net-worth customers of Allianz China Life Insurance Shandong Branch.With the steady growth of GDP per capita of China,the absolute population of high-net-worth customers is rising steadily.The high-net-worth customers become a very important strategy resource for insurance companies due to their considerable contribution to the company business.Therefore,it is conducive for Allianz Shandong Branch to further expand business,develop more customers,and gain competitiveness in the local market by optimizing the marketing strategy for high-net-worth customers.The internal and external environment of high-net-worth customer marketing are analyzed in Allianz China Life Insurance Shandong Branch using the SLEPT analysis model.And SWOT method can be used to verify the feasibility and inevitability of key account marketing.Finally,the shortcomings of the company’s marketing system for high-net-worth customers were found through the form of sampling questionnaire survey and interview,with analyzing the reasons.Based on the above,STP and 4C marketing theory are applied to optimum proposal for the company,as follows:design training system according to customer demand;improve business processes with the goal of enhancing customer value;comprehensive improvement of pre-sale preparation;further strictly regulate the sales process.In addition,a series of guaranteed measures also are put forward to ensure the better implementation of the above optimization proposal.The marketing strategy of the company’s high net worth customers is optimized in order to achieve the following goals: continuously improve the overall satisfaction of high-net-worth customers,steadily increase the number of the company’s high net worth customers and take a place in the highly competitive life insurance market. |
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