The Study On Marketing Strategy Of Sunshine Life Insurance Heilongjiang Branch

China’s insurance industry has experienced different stages from recovery, preliminarydevelopment, market competition, relative fully competition to fast development. Until theend of the eleventh five-year plan, all aspects of insurance industry have entered into thesteady track of development. Along with the fully connection between insurance market ofour country and international insurance system, the inrush of domestic and forengn insurancemain subjects, the growing social wealth and the rising consciousness of citizens, insuranceindustry must face unprecedented challenges and opportunities. Sunshine Life InsuranceHeilongjiang Branch, just founded four years, must consider deeply how to inherite andimprove existing marketing ideas, how to innovate and develop new marketing strategies inorder to consolidate and expand market share in the fierce competition.The paper focuses on the marketing strategies of Sunshine Life Insurance HeilongjiangBranch. By basing on the comprehensive elaboration of study background and marketingstrategies at home and abroad, the paper introduces the framework and business finance of thecompany firstly. With these data basis, the paper analyzes the company existing marketingstrategies, sums up its operation condition and effects, and attempts to probe into its existingproblems and the reasons. Secondly, the paper uses PEST method to analyze the outerenvironment of the company from the four angles of policy, economy, technology and socialenvironment. Furthermore, uses brand analysis and customer satisfaction survey method toanalyze the inner environment, and uses industry analysis method to sum up the peermarketing experience. Thirdly, combined with the overall strategic goals, market subdivisionand customer orientation, the paper formulates multiple marketing strategies, such asinformation network strategies, the financial system strategies, customer relations strategiesand service marketing strategies. Finally, in order to guarantee the normal operation ofmultiple marketing strategies, the paper puts forward concrete measures of marketing creditconstruction, staff training, incentive mechanism, business model security and the companybackup service to ensure the feasibility of the scheme.