The Maketing Research Of Personal Business In Lanzhou Brunch Of China Life Insurance Co.,Ltd

Since the domestic insurance business of our country diversified operated in 1996, life insurance business has got conservable development. As China joined WTO, China opened the insurance market in an all-round Way in 2005, the market competition paten of insurance of our country is changing deeply. China Life Insurance Co.Ltd Lanzhou brunch has obtained certain achievement in Personal business in past ten years. But facing the fierce life insurance market day by day of the competition, personal business is facing the challenge of the market. The design and implement of personal business marketing tactics seem to be important and urgent.This paper regards Personal business of Lanzhou branch of China Life Insurance Co., Ltd as the research object. Through social investigations and collecting and analyzing a lot of data, using the basic theory, basic system and basic tools of Strategic management and marketing management and Personal business, I have a foothold of the company practice, adopting the research method of combing the theories with fulfillment and quality with quantity, all-around analyzing company internal and externals surroundings, finding out opportunity and threat of personal business, objectively estimating strong and weakness. On the base, I design the personal business marketing strategy and marketing goals by analyzing SWOT matrix and QSPM matrix. This paper Points out that our company personal business marketing strategy is market-driven decentralization strategy. According to the consumer characteristics, Market is broken down and the target markets are choused and re-Positioned. According to the marketing strategy made and the actual conditions of the company, this paper systematically explored the marketing tactics of Lanzhou brunch of China Life Insurance Co., Ltd separately from products tactics, service tactics, channels tactics, promotion tactics and brand promotion tactics. Then this paper presents a marketing strategy for the perfection of safeguards.This paper makes great sense to the marketing of the personal business of Lanzhou brunch of China Life Insurance Co., Ltd and contributes to the development of the personal business of life insurance industry.