Research On The Differentiated Marketing Strategy Of Ping An Insurance Group Business

The insurance industry is an important pillar of China's financial sector,in recent years,with the sustained growth of the economy,the insurance industry also embarked on a rapid development in the fast lane,both market participants or size of the market,have gained unprecedented development.Group insurance business as an important part of China's insurance industry,in proportion of the overall premium ratio has a pivotal position.Ping An Property&casualty as China's second largest property insurance company,with strong financial and technological research and development strength,excellent market performance,continuous product innovation and outstanding customer experience by customers,domestic has the brand image of quality insurance companies.However,in recent years with the development of foreign insurance companies enter,the group insurance business market competition is becoming increasingly fierce,how to keep the competitive advantage in the market is facing at the present stage of Ping An insurance.The need of Ping An Property Insurance will continue to adjust the marketing strategy,to design a more appropriate to meet customer demand for group insurance products in the maintenance of existing channels at the same time and strive to open up new marketing channels,improve the company's core competitiveness,and strive for greater market share.A variety of methods and tools of analysis,this paper uses the industry difference marketing strategy theory,in-depth analysis of Ping An insurance group business market external environment and internal conditions,through the reality or history system to collect Ping An group insurance business data,based on the definition of group insurance business scope,analysis the internal conditions to reveal its own advantages and disadvantages,through the analysis of the external environment to reveal the major development opportunities it faces and a major threat to business,combining with the current situation of Ping An insurance group insurance business,in order to make the choice of positioning in the group business development marketing strategy.Finally,combining with 4P and other related marketing theory,from the product,price,channel,promotion,service,organization management,this paper study the specific measures to ensure the implementation of differentiated marketing strategy,in order to ensure the strategy to be implemented,better meet the group insurance customers,improve customer satisfaction,enhance the brand identity sense,to make some useful exploration for the development of Ping An insurance group business.