Research On Marketing Strategy Of XH Insurance Company

The reform of the state’s financial policy has a great impact on the insurance industry.With the increase of people’s income, risk prevention and financial management concept gradually accepted by people, the demand for insurance is gradually increased, the demand for insurance services is also increasing. Therefore, the insurance company must have the plan to carry out the marketing strategy formulation, and performs and the innovation.Based on the theory of marketing management, marketing strategy theory, 4P marketing theory, brand marketing theory, this paper analyzes the marketing status of XH insurance company, from the aspects of market performance, organization structure, marketing products, and analyzes the five kinds of power model theory of Potter. Finally, from the perspective of long-term development, the paper puts forward the combination of insurance product innovation, traditional insurance marketing and network marketing.