Research On Service Marketing Strategies Of China Pacific Life Insurance Jilin Branch

China Pacific Life Insurance Jilin Branch maintains strong competitive strength among its peers in the province.In the second half of 2017,after the major adjustment of the insurance industry and the war on stuff increasing,the problem that we didn't mix well and use marketing concepts is more serious.Through analyzing the marketing environment as well as competitors and customers,it is found that there is a gap between the marketing practice of the company and the market positioning of the company.The product update speed can not keep up with the overall speed of the industry,the marketing channel fails to play its due function and the interest orientation causes many problems,the big marketing team is not strong enough,service quality needs to be improved,the marketing process pays attention to premium but disregards service,customer experience is poor.These problems hindering the development of the company.Therefore,using the theory of service marketing,combining the research results of domestic and foreign scholars,deeply analyzing the company's marketing practices and marketing environment,and clarifying the advantages,disadvantages and threats of the company,defining the market position of "be a responsible insurance company",using innovative products and their internal structure to meet the different needs of various market segments,discussing the necessity of broker channel and other channels and methods of construction,on the team building to shift the employee system and streamline the team to improve their quality,the marketing people who have good service awareness and skill are fulfilling their client's needs in every segment of the service,at the same time extending the service chain to fully meet the needs of customers to transfer risk.To ensure the implementation of the service marketing mix strategy,we should update and optimization of enterprise culture,the company joint should internalize the service concept,and try our best to improve in training marketing staff serviceskills,innovation commission and compensation system,guide the marketing personnel to customer demand as the first,make changes in the complaint management and satisfaction assessment mechanism to protect and restrain the marketing personnel,and finally ensure the smooth and virtuous cycle of the service marketing process.