The Research Of PAIC Shandong Branch Service Marketing Strategy

Insurance industry is one of the financial services industry's five major sectors,which has the functions of stabilizing society,financing and compensating economy,and is of significance to the stable development of the national economy.Since the reform and opening up,China's economic development level has been continuously improved,residents' the income level and consumption capacity have been greatly accelerated,and the insurance industry has also been developing rapidly.In 1980,the total insurance premium income in China was 460 million yuan.By the end of 2017,the premium income reached 365.81 billion yuan,with an average annual growth of nearly 10 billion yuan.New time's constant change and development,have brought economic rapid development and higher standards of living,which provided great opportunities to the insurance industry.But at the same time,it's also full of challenges.The insurance subjects' number is increasing,product homogeneity is getting worse,the market competition among similar enterprises is more aggressive,and the traditional strategies,such as chasing consumers' quantity,pursuing premium income and so on,are not for modern insurance service marketing.Based on the above background,how should insurance companies adjust their marketing strategies to meet the needs of the development of the new era?Using Shandong Ping An Insurance Company as a specific case,first of all,Under the guidance of 7PS,4Cs service marketing theories,this paper analyzes the marketing environment of Shandong Ping An Insurance from three aspects of macro,industry and micro,and analyzes the strengths and weaknesses of Shandong Ping An Insurance Marketing by using the SWOT model.Then,it analyzes the company's current marketing strategies and specific implementation effects,and finds out the company's insurance marketing policies.Some problems still exist,such as relatively single marketing channels,traditional means of sales promotion,lack of professional personnel,and weak visible display,which restrict the company's development,and analysis the reason of these problems in depth.Next,on the basis of the above analysis,the paper puts forward the measures to improve the marketing strategy from four aspects: developing network marketing channel,upgrading Internet promotion means,introducing diversified talents with higher education,and strengthening physical display.Finally,in order to ensure the smooth implementation of marketing strategy,he puts forward four specific measures for the implementation of the strategy are expounded from four aspects: information system,network platform,personnel and brand image.Through the above analysis,it can provide a certain reference for Shandong Ping An insurance marketing strategy improvement,and other regions,other similar insurance enterprises also have a greater reference.