| In recent years,along with the implemnet of " the new country of ten " and enhancement of the national insurance consciousness,China insurance industry began to develop rapidly,and plays an important role in the financial system and the entire national economy growing.2015,China's insurance industry annual premium income reached 2trillion and 430 billion yuan,an increase of 20%.From the future,to 2020,the annual premium income will be more than 5 trillion yuan,the golden age of the insurance industry is coming.With the rapid development of Chinese insurance industry,major banks have to enter the insurance industry.As of 2013,the five major state-owned banks are holding up their own insurance company.with the exclusive channel of the unique implementation of bank,insurance business has been doubled.At the same time,in the background of the Internet plus,along with unlimited business opportunities of the Internet insurance,more than 40 insurance companies have been opened online mall in the official website.Many insurance executives predicted that five years later the Internet insurance scale will be more than 500 billion yuan.Traditional personal marketing channel in the field of life insurance faced with the strong impact of the banking insurance companies and Internet insurance,is now facing a very embarrassing situation.ZN life Insurance Co.,Ltd.is a life-insurance company which is made by the Agricultural Bank of China Co.,Ltd.,Beijing Zhongguancun Science City Co.,Ltd.and other companies.ZN life Shandong branchof ZN life has 15 branch offices and 56 institutions.ZN life insurance company Shandong branch belongs to the banking system of life insurance companies in the typical personal insurance marketing,due to the characteristic of the banking insurance company,the bank insurance business develope in the first place,carried out by the pressure,the current Internet insurance big impact,if it not takes for the effective reform and innovation,the development of personal insurance marketing will be obstructed.This paper uses the modern management theory,marketing theory and PEST and SWOT analysis method to analyzes the macro and micro marketing environment of ZN life insurance company Shandong branch and point out the advantages and disadvantages and opportunities of its development.According to the development of the life insurance industry and the characteristics of ZN life insurance company of Shandong,it makes the marketing strategy,to emphasize the development of ideas to the customer as the center,build a new model of insurance sales,and Internet technology and establish a new cooperation between bank and company.As the product strategy,through the continuous enrichment and innovation of product categories,the development and integration of differentiated products and services,it actively develops personal insurance market.In the aspect of price strategy,combining with the target market,the paper puts forward themethod of demand oriented pricing,competition oriented pricing and cost oriented pricing.As the channel strategy,it makes full use of the offline channels,and vigorously develop online channels and strengthenes the cooperation between bank and company.In the field of promotion strategy,personnel promotion,advertising promotion,business promotion and public relations,in terms of service marketing personnel strategy,physical display strategy and process strategy.This study will provide a strong support for the steady development of ZN Life Insurance Co.,Ltd.Shandong branch,but also will provide an important reference for the development of the insurance business. |
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