Research On The Marketing Strategy Of Taiping Life Insurance Co., Ltd.

Essentially speaking,insurance is a kind of service,which has properties of un-touch,un-consistence,un-separation,non-stock,and unfound.Insurance companies can stand in invincible position only when they grasp the essence and characteristics of insurance,develop effective marketing strategies.In China, insurance market is still in oligopoly,insurance coverage is pretty low,with the huge insurance potential.With economic globalization,with the deepening of opening door to outside in global insurance market,competition between the Chinese insurance companies and the foreign insurance companies become intensive.Because of the similarities of the insurance commodities,the marketing process of insurance companies is much similar.Thus,the key points that decide the result of global competition are the service quality and the marketing level of insurance companies.That being the case,it is of utmost significance to study the Chinese companies' marketing strategy,in order to direct Chinese insurance companies to improve the marketing level efficiently during economic globalization.Based on the insurance marketing theory and practical research of insurance market,this paper studies the marketing tactics of Taiping Life Insurance.Firstly, this paper introduces the present situation and problems it faces.Secondly,the paper analyses the market environment from the present situation,market potential and prospect of insurance market,points out that there is a large property insurance market with wide space in China.Thirdly,competitors are analyzed from competition subject,competitors' advantages and price competition,and differentiated tactics is put forward.Lastly,on the basis of analyzing market environment and competition subjects,this paper raises the integrated marketing tactics combination,including products,price,distribution and promotion tactics following the sequence of marketing research,target market marketing,market positioning and integrated marketing,then make a research of cycle measures,in the view of guiding the practice.