Marketing Strategy. Centuries Life Jiangsu Branch

An outstanding Chinese styled economy, continuously increasing GDP, plus constantly improving awareness on insurance from our targeted consumer groups, have all contributed towards bringing a strategic opportunity to the insurance industry that we are facing. This, however, at the meantime, also attracted various entrants into this insurance market from both domestic and overseas market, which has led to the increasingly strong competition in the current insurance industry. Everyone in the Aeon life Insurance Limited should strive to think how this newly established three-year old young insurance company can utilise our own strengths and minimise our weaknesses to gain more opportunities to face the challenge in this ever increasingly competitive insurance market in order to survive and to succeed.This article produced a detailed analysis and review on Aeon life's current marketing environment and its position, with the approach in combining analytical theories with practical comparison, multi-dimensional thinking, model-sampling and proof analysis, historical study, aiming to find a competitive marketing strategy in this ever-increasingly tough life insurance market.There are seven chapters in this thesis. The first chapter is the introduction on the background of the topic chosen, the importance of the study, and the way that the study was undertaken. The second chapter is the theory behind the study, and the study itself in various marketing theories. This has set a good ground for the whole thesis in the later chapters. The third chapter is to analyse the micro and macro business environment of the Aeon life Insurance Jiangsu branch. The fourth chapter is a detailed analysis on Aeon life's current marketing strategy and its operational difficulties and issues. The fifth chapter structured our own marketing strategy. The sixth chapter devised a full marketing model of the Aeon life Jiangsu branch, which is to achieve our marketing mission through a competitive strategy that incorporates internal promotion, media advertisement, marketing relationships and social accountability coupled with a theme of all is involved whenever and wherever. The seventh chapter makes a final conclusive statement on our analysis and study.