Research On Marketing Strategy Of Z Life Company

Since the 80s of last century,the insurance industry has entered our country to serve as an important part of the insurance industry,after wind and rain,for the development by leaps and bounds.Now the life of people more and more inseparable from the insurance,the insurance to improve people’s quality of life and the social order plays an important role.In the past 20 years,personal insurance agents have been the main model of life insurance marketing system in China,making outstanding contributions to the development of life insurance industry,which greatly promoted the rapid development of life insurance.However,the development of this model has now entered the bottleneck period,The entire industry has been faced with extensive management of insurance salesman,the legal status is not clear,insurance salesman mobility and other phenomena,personal marketing model in the development of the team also encountered difficulties in building and increasing management costs,personnel quality and per capita capacity gradually Decline and other difficulties,in this situation,life insurance to get more development,open up new sales channels is imperative.This paper studies the marketing model of domestic and international life insurance.Firstly,it analyzes the three marketing modes of the United States,Britain and Japan,and studies the typical marketing model of the US agent,the marketing model of the British broker,and the typical marketing model of the Japanese employee.through domestic and foreign life insurance marketing model of comparative analysis and experience draw lessons from the current development of China’s life insurance marketing model.This paper chooses China Life as a case company,first studied the company’s business situation and the development of the marketing model,and then according to China’s life business and development status,the number of life insurance sales and financial indicators of the relevance of the empirical analysis,thus Finally,through the SWOT analysis of the marketing model of the company,the author analyzes the necessary conditions and the problems of the transition from the advantages,disadvantages,opportunities and threats in China.Of the proposed countermeasures and suggestions to help China’s life marketing model transformation successfully completed.The article focuses on the analysis of the problems of China Life marketing model;such as:product design can not meet the needs of the market,the development of a single marketing channel,the legal status of insurance salesman fuzzy,extensive corporate management.According to the existing marketing model of the company,the author puts forward the optimization measures:clarifies the legal status of the insurance marketer,strengthens the corporate governance,broadens the marketing channel and develops the comprehensive financial service.