The Research On Marketing Mode Of China Life Insurance Enterprises Based On Customer Value

In the 1980 s, marketing mode of modern life insurance in China begun to build, which promoted the development of China life insurance. But the disadvantages of traditional marketing modes restrict the healthy development of China life insurance. There are some problems in Life insurance market, such as poor quality of service、serious product homogeneity and single sales channels. Therefore, it is necessary to do systematic research on marketing mode of China life insurance enterprises, so as to provide ideas to continue innovate and develop. At present, two obvious changes have taken place in the market environment, the one is increasing competition; the other one is customers become more mature and rational. To adapt to the new environment and get competitive advantage, China life insurance enterprises should create more value for customers from the customer interests. Therefore, to promote the healthy development of China life insurance, this paper constructs marketing mode of China life insurance enterprises from the aspect of customer value.The article reviews related literature study of scholars from domestic and abroad, analyzes the main marketing modes of China life insurance enterprises, finds the main problems on the basis of the analysis of advantages and disadvantages and comparative analysis. From the aspect of benefit goal, the traditional enterprises interests leading marketing mode and enterprises--agents interests leading marketing mode do not meet the needs of market development, so this paper sets up customers interests leading marketing mode, marketing mode of China life insurance enterprises based on customer value. Based on customer value theory and three kinds of marketing theories, relationship marketing、internet marketing and database marketing, this paper constructs marketing mode of China life insurance enterprises based on customer value by using game analysis and factor analysis. Relying on game theory analysis, this model includes two main game, life insurance companies and customers. Life insurance companies as one party of the game provide and choose value. On the one hand through the analysis of customer value driven factors by using factor analysis, companies understand customer desire and the weakness and then choose exactly value. On the other hand through the use of integrated marketing strategy, companies establish partnership with customers and then provide reasonable value. Customer as the other party of the game obtains the desired value through the purchase of products, to achieve customer satisfaction and create customer loyalty. On the premise of providing and obtaining value, life insurance companies and customers ultimately achieve the balance of interests, to reach "win-win". Finally, this paper provides development strategies of this marketing mode. Firstly, construct management consciousness and the target based on customer value in the companies to provide ideological support of marketing mode; secondly construct the support of enterprise strategy system; thirdly enhance the ability to choose value from the aspect of customer value driven factors, to provide basic support of marketing mode, including service value、function value、product value and brand value.This paper elaborates the marketing mode of China life insurance enterprises based on customer value and development strategies. According to the study, this marketing mode is a practical innovation mode. The purpose is to change the inherent format of marketing mode of China life insurance enterprises. China life insurance enterprises use customer value as the starting to achieve the balance of interests between enterprises and customers.