The Research Of Optimized Market Of Ping An Life Insurance Group Henan Branch

According to the survey research report pointed out that in 2014 a year, China's premium income topped two trillion yuan, from 2011 to 2014 the average annual growth rate of 12.6%, higher than the average annual growth rate of 3.1 percentage points, insurance premium income continued to maintain rapid growth. The results show that the life insurance industry is developing rapidly, and the 10 to 20 years in the future is still a great time for the development of insurance industry. In the Third Plenary Session of the national eighteen and the central economic work conference, the national government departments on the insurance industry, the existence of some of the key issues to make a clear and concise work advice and work instructions, the purpose is to play a real role in the insurance policy, these policies will have a profound impact on the development of the insurance industry. Because the insurance industry is more sensitive to the relevant policy decisions, for national policy decision-making has its own unique keen sense of touch, national policy decisions, social and public environment will inject fresh blood to the development of the insurance industry, bring new development. Ping An insurance as a leader in the development of China's insurance, while the life is the important part of Ping An insurance, in the market share is no trivial matter of status, its development not only for the enterprise benefit is also with the development of the industry indicator.The main content of this paper is how to optimize the marketing strategy of Henan Ping An insurance, through the use of marketing 4P theory (product, price, channel, promotion) and service marketing theory, the existing marketing strategy analysis, to find the existing problems and reasons for marketing strategy. At present, there are some problems in Henan Ping An insurance marketing strategy, which is not perfect, the product pricing has no competitive advantage, the marketing team's comprehensive quality is uneven, the team stability is poor, the marketing staff management system is not perfect, the promotion way is simple and the service needs to be improved. In view of the above problems, the suggestions on the optimization of the marketing strategy of Henan Ping An insurance include:product diversification strategy, pricing strategy, modern strategy, diversification strategy, and after sales service system. And put forward a series of safeguard measures to ensure the smooth implementation of the proposed. According to the development of life insurance companies and the latest trends, combined with the Henan ping an objective customer survey of the situation, reference domestic and foreign outstanding industry case, adjust or design a combination of products for the Henan market, improve customer experience, research NPS to enhance the value of the property may bring.I hope this research can help the formulation and implementation of Henan Ping An Life Insurance in the future marketing strategy, reduce the Henan Ping An Life Insurance in the market competition threat, consolidate and expand market share, enhance the company's competitiveness in the insurance market and the Henan market.