| People’s demand of old-age insurance is on the gradual increase with the present situation that China’s population aging is getting more serious today and it’s also in increasingly fluid.However,the lags of China’s basic old-age insurance system for urban residents will aggravate the contradiction of the old-age insurance between supply and demand.Therefore,commercial endowment insurance,as a type of basic old-age insurance supplyment,will meet the large development opportunity.As a member of numerous Sino-foreign joint venture insurance company which is called Founder Meiji Yasuada Life Insurance Co.,Ltd.(hereinafter reffered to as PKU Founder Life) the endowment insuance of PKU Founder Life is in a weak position in both it’s constitute of products for sale or market share of endowment insurance.Facing the great development opportunity, PKU Founder Life,which is still have urgently-solved problems,should grasp the rapid change in the market and ocuppy the market as soon as possible and raise the profession competition ability continuously in order to accomplish the expansion of scale and benefits.This paper has promoted relevant research with the main clues,which are the analysis、option and implementation of the business development strategy of PKU Founder Life on the background of above.First of all,making a brief summary of PKU Founder Life’s fundamentals.Then,making a contrastive study of the product type as well as marketing channel of endowment insurance between PKU Founder Life Insurance company and other giant insurers.However,no matter in products design,qualification of money management and channel selection, PKU Founder Life still has a certain gap with giant insurers,so we need to analyse the environment of market with using Michael Porter’s Five Force Model and find that the endowment insurance of PKU Founder Life meet a good developing chance with the continuous reduction in capital market rate and highten consumers’ awareness of investment.However,the market of endowment insurance is in a vulnerable position in terms of its’ competitive power,because of the market environment which including intense trade competition and other alternatives,in addition,it’s also attributed to lacking of their brand influence.Consequently,it’s strategy of marketing competitive and overall development need further improvement and optimizationBased on those factors,this paper in view of the PKU Founder Life’s actual situation analyses it’s development strategy,and puts forward two countormeasures to the development strategy of PKU Founder Life’s endowment insurance:1.In respect of how to choose the target customers group, PKU Founder Life should locate in high-end customers who are living in urban areas as target customers group.2.In respect of implementation and selection of development strategy, PKU Founder Life should adopt reverse strategy with its current management situation,specifically,there are five parts should be enhanced(1) PKU Founder Life should make a variation strategy on the design and alliance of the product, as well as the supporting service.(2)The company should looking for a partner, and then make a Joint declaration of the asset management qualifications,in order to develop new channels of source of income.(3)Through the celebrity advertising to strengthen the competitive power of company,and shape its’ Premium image.(4)Establish the service team of endowment insurance,then make a continuously improvement of the mechanism of talents training and performance appraisal system to strengthen the construction of talentteam.(5)Strengthen the communication of Chinese and western culture,and then promote the cultural fusion. |
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