Study On Marketing Strategies For GS Insurance Company Anhui Branch

From the economic perspective,insurance is a very effective financial arrangeme nt, which shares the accident loss and provides financial supports,the life insurance in particular.In addition to the role of savings and investment,life insurance is characteriz ed by financing.Judged from this aspect,the insurance industry,as a pillar industry of fi nance,constitutes an important part of finance.In the age of economic globalization and the internationalization of insurance,as t" he largest life insurance company in Anhui province,competition in terms of insuranc e marketing is becoming increasingly fierce. As the largest mainstay of life insurance i n Anhui province,China Life Insurance Co.Ltd.Anhui branch, is facing more and mo re complicated and volatile external environment.Besides,the risks and uncertainties f acing the company have been on the increase.The rapid complex changes in the extern al environment require businesses to tackle the challenges from the strategic perspecti ve.This thesis makes an analysis of China Life Insurance Co.Ltd. Anhui branch by re sorting to the SWOT analysis.On the brief introduction to the theory of4V marketing mix,this thesis expounds on the inevitability that the life insurance company executes the4V marketing strategy from the perspective of necessities and possibilities.The cor porate marketing scheme is proposed from the insurance categories,customers,and co mpetitors.First of all,the company ought to provide differentiated products and service s to the customers;second,different categories of insurance products should be offered to satisfy the customers’needs;third,the value for money of the insurance products sho uld be offered;last but not least,both customers’utilities and the maximization of corpo rate benefits ought to be achieved. Finally,put forward the specific measures to ensure the smooth implementation of4V marketing strategy are given from the perspective o f staffing,employees training,informationization,and the maintenance of good relation ship between the government and the company.