The Research Of Insurance Marketing Strategy For PICC Life Insurance Company Hunan Branch

Over the past decade, China’s life insurance business developed rapidly. But with the changes of externalenvironment for China’s life insurance industry and increasing competition in the mainbody, the life insurance industry is becoming more competitive, so the insurance companies began to enter the rural market in order to expand their business and improve market share. It can not only enhance the company’s competitive strength greatly that do well in rural market, but also helps to improve the security level of rural areas and provide more security for the rural residents. Therefor, it became key problem that how to open up the market and boost market share for the insurance companys in poor rural areas with low awareness of insurance. Developping scientific marketing strategies and safeguard measures, and building rural marketing network gradually become the magic weapon for the insurance companys.This article uses some marketing management theories and methods such as marketing theory, market portfolio theory and so on. It makes a systematic and scientific analysis of PICC Life Insurance Hunan branch on the aspects of the basic situation, the rural market environment, the advantages and disadvantages, the opportunities and challenges faced in the course of the survival anddevelopment.And it analyzes the feasibility of Hunan life insurance to the countryside through using market segmentation theory. It proposed the marketing strategy and the implementation of security basing on the classical4P theory and establish a rural marketing network gradually by means of self-building and establishment of common property insurance and life insurance.This article based on reading a lot of literature and experience, analyze the current problems, causes and future prospects of Hunan life insurance market in rural areas using SWOT analysis and market segmentation theory, and put forward the suitable rural market marketing strategy. This article provided theoretical and practical reference to develop further for the life insurance Hunan branch in the rural areas, it has a strong practical significance as well. At the same time, it also has certain reference value to other insurance companies.