| In the recent years, data from Chinese Insurance Regulatory Commission show the rapid development of insurance industry in China. Since 2002, in the past 12 years,the carrying amount of income of the domestic insurance industry directly rose from305,400,000,000 yuan to 2,023.481 billion yuan. Rose ratio is more than 663%. The total number of domestic institutions, from 34 at the beginning, rose steadily to 174.Insurance institutions of Sino foreign joint venture class is being more than 1/4 of the total body. The number of employees is expanded from 166,000 to 831,000. The insurance coverage density is rose from the beginning of the 2.4% to 3.03% by today.Whether from the total number of employees or insurance premiums, the breadth of coverage, the insurance industry has obtained remarkable achievement. However,insurance institutions is becoming more and more, it also caused the severe competition problems.How to keep the existing achievements and achieve the grand prospective goal in the future, it becomes a question of most of the companies. Funde Sino Life Insurance put forward a five year plan in 2015, the company will implement customer-centric business strategy in five years. "Better Life, Better Insurance" will be the vision of the company. To follow the pace of the strategic planning of the company, and also promote the revolution of the product, marketing, service and sound institutions,Jiangxi branch should establish a more detailed planning for three years, from 2015 to2018, to ensure a qualitative transformation in the big leap in.In this paper, based on the case study and the domestic and foreign insurance market, also the internal environment of Jiangxi branch, the author researched many literatures regarding insurance marketing with his work experience. After fusion of the theory and practice, and based on the actual situation of strategic management theory and STP marketing methods in Jiangxi branch, and also on the basis of SWOT analysis, the advantages and disadvantages of the prospective opportunities and challenges were evaluated.Finally, the analysis conclusion and suggestion was provided based on the proposed company marketing plan. |
