Analysis On The Marketing Strategy Of China Life Insurance For Serious Diseases

With the promotion of the concept of serious disease insurance and the increasing of disposable income,consumers demanding for serious disease insurance has also increased sharply.In the face of such market demand,in order to increase serious disease insurance premium,expand turnover,seize market share and win the core competitiveness,each insurance company is actively formulating the marketing strategy of serious disease insurance.China life insurance is no exception.This paper analyzes the main problems in the current marketing of serious diseases insurance of China Life Insurance.These problems are product lacking of innovation,incomplete family security,single sales channel and less specialized services.At the same time,This paper pointes out the reasons for these problems,including not customer-oriented,poor salling habits,relatively backward technology and equipment,weak sense of professional service and skills.This paper analyzes the macro-environment of China Life Serious Disease Insurance Marketing by PEST analysis,and analyzes the internal advantages and disadvantages,opportunities and threats of China Life Serious Disease Insurance Business by SWOT analysis.Comparing with the theories of 4P and 4C marketing,the product strategy of serious diseases insurance marketing is formulated from the demand of potential customers for serious diseases insurance.The price strategy of serious diseases insurance marketing is formulated from the cost that when customers buy serious diseases insurance they consider.Considering the convenience of purchasing serious diseases insurance,this paper formulates the channel strategy of serious diseases insurance marketing.Tast but not laest,considering the two-way communication between the seller and the buyer,the promotion strategy of the serious diseases insurance marketing is formulated.In the two-way communication of buying and selling serious diseases insurance,the best purchase method of product is analyzed by AHP.Finally,the author puts forward four implementation measures of China Life Serious Disease Insurance Marketing Strategy.they are different development of region,all departments cooperating,more people to promote the quality of the team structure and establish a good assessment system and promoting culture,and improving supervision.This paper provides the reference and the basis for the customer to purchase the serious diseases insurance,being helpful to enhance the serious diseases insurance marketing competitive power,increase it's premium,and enhance the turnover.