| Since the end of last century when the insurance companies start to conduct group insurance business in China, the group insurance has become an important part of the life insurance industry in China. As the foreign insurance institutions enter China market and insurance companies can conduct accident injury insurance, group insurance market increasingly competes fiercely in our country. It has become the insurance companies’ priority that how to design an insurance products to meet customers’demand and how to set up their own marketing channel.Based on the above situation, I research the Ping an life insurance co., LTD Zhejiang branch’s group insurance business development. According to the theory of consumer demand and purchasing behavior theory, I analyze the macro environment, industry environment to study the company’s external environment, then put forward the main problems in the company now. I think there are four big markets of group insurance business. At last, I will give some advices, such as how to carry out the market positioning, product development, product pricing, product promotion and other pertinent opinions.Through macroscopic, industry analysis, I find that the group insurance business in Zhejiang province has great potential for growth at present. The high-end customer development, personalized product design need to be improved. Ping an life insurance co., LTD Zhejiang branch has advantages in sales personnel quality and company brand, but has disadvantages in diverse aspects of the establishment of distribution channels. In my opinion, the company should determine the four target markets:ping an group and its associated enterprises market, large state-owned enterprises market, developing industry market, and private enterprises market. In order to provide the best service to our customers, Ping an life insurance co., LTD Zhejiang branch should focus on product development, pricing, distribution channels. |
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