| The State Council issued the State Council on Accelerating the Development of Modern Insurance Services Views 2014,indicating the gradual release of the dividend policy and the life insurance industry is expected to enter a higher level of rapid development track.On the other hand,the insurance market is becoming more mature and other new technologies,in cluding mobile internet and big data technology,bring more new opportunities and challenges for the development of the insurance industry.Heilongjiang Branch of Ping An Life Insurance Company of China has a strong capital and a huge customer base and has always been in the leading position in the insurance industry of Heilongjiang.In the face of new economic forms and industry environment,the branch mu st develop new marketing strategy and seize the opportunity,so as to win in the fierce market competition.This paper first analyzes the marketing environment of Heilongjiang branch of Ping An Life Insurance Company of China and gets the conclusion that the insurance industry has broad prospects,but the competition is more intense.Secondly,current situation of the company's marketing strategy is analyzed,based on the 4P theory,so as to find out the existing problems and reasons.Moreover,target market of the brunch is determined,based on the STP theory of market positioning.The existing marketing strategi es are analyzed from five aspects of product,price,channel,promotion to put forward the corresponding adjustment strategies.Finally,in order to ensure the effective implementation of the new marketing strategy,the paper presents the related and suppo rting measures.This paper,through the analysis of the market investigation and data,gets new marketing strategies,which is not only believed that it can support the directive function for Heilongjiang Branch of Ping An Life Insurance Company of China and also some reference to the head office and the insurance company in same industry. |
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