Pacific Insurance Company Life Insurance Marketing Strategy Research

Nowadays, with the development of market economy, the insurance market is becoming more and more competitive than ever before. All of the life insurance companies are trying to seek the ways of leading the market. The one of essential ways is to increase promotion. This paper make a investigation on the life insurance business market, it provide SWOT anlysis of China Pacific Insurance Company (CPIC) in the field of life insurance business market. By using the theory of marketing, it analyzes the history and practical situation of the life insurance industry, the potential and prospect of the life insurance market and the strength of CPIC. On the basis of this, it stipulates the basis model of its marketing strategy in the field of life insurance business of CPIC. The marketing strategy, namely, difference strategy, puts forward strategy target which is to carry out new products strategy, service strategy, image strategy, so as to improve the goodwill, change the image, adopt much more excellent services and finally enlarge the market share percentage. It points out that the emphases of enterprises?marketing strategy are I new products strategy, service strategy and image strategy, in the part of enterprises?marketing strategy emphasis. It ascertains enterprises?target markets and that its series products are offer service to the medium and high lever income抯 family. It plans enterprises?organic combination by using marketing combination strategy, namely, products strategy, pricing strategy, sales strategy and promotion strategy. Through the above mentioned marketing strategy, I am sure it is helpful for the life insurance business promotion of the China Pacific Insurance Company.