The Research On The Service Marketing Strategy Of Hunan Branch Company Of Ping An Life Insurance Company Of China, LTD

This thesis explores the issues regarding the service marketing strategy of life insurance. China Insurance Market has been developed for almost ten years since it started, which has already become the most potential insurance market all over the world. The biggest Insurance companies have been already relocated or are planning to set up in China. The intensive competition of life insurance market has raised much higher requirements to marketing management of life insurance companies.Because of the specialization of the life insurance product its marketing process is in fact the process of timely service selling. The result of life insurance service marketing not only decides the ability of making profit by the company, but also decides its market position. This article is based on the theory of service marketing and life insurance service marketing and has expressed the opinion that if one life insurance company aims at raising its competition ability and achieving much success, it must build up one set of complete customer delivered value system and make this system into a self-conscious act instead of accepting it passively. In the time of service economy Life Insurance Company should provide customers with valuable life insurance service products, namely lots of"value creation activities"in virtue of setting value profit chain mode in the new competition surrounding and building up scientific timely marketing management system, which consequently make customers get the value through the final product consumption, which should be the summation of the value created by all kinds of associative activities of the value chain.Writer combines own practice with the analysis of full and accurate external and internal surrounding of Ping An Life Insurance company Hu Nan province Branch to propose that the aforesaid company should actualize service marketing strategy in this new competition market. Hu Nan Branch shall carry out the service marketing strategy with external marketing, mutual marketing and internal insurance which shall be circled by setting one set of competitive customer delivered value system and putted into the exaltation of product value, service value, staff value and company image value. The actualization and impulse of this strategy will become new competition dominance of Hu Nan Branch, which will make the company win the competition finally through setting continuous developing key competition ability, raising the market occupancy rate continuously, enhancing the faithfulness of the customers, improving the management of human resource and their marketing and service ability in order to insure the market leader position.