Research On Marketing Strategy Of HZ Insurance Company Tianjin Branch

Tianjin insurance industry is now in rapid growth stage since Tianjin municipal government issued the policy of Encouraging the development of modern insurance service industry to promote economic and social development of Tianjin.HZ insurance company Tianjin branch has undergone great development in recent years,but the inefficiency of personnel,the inadequacies of channel scale and backward of marketing strategy has become the bottleneck for the development of HZ insurance company.The study takes some theories of insurance industry and marketing strategy and strategic experiential modules and brand community to analyze the marketing strategy of the HZ insurance company,besides,both domestic and foreign successful cases are also studied to help finding the solutions finally.First,analyze the needs of potential customer by using questionnaires designed based on marketing,so as to get the real demands of potential customers on both products and services.These are the reference for the improvement of marketing strategy and business development.Second,optimize the company's marketing strategy,in the aspect of product strategy,to build feedback system by combing the characteristics of insurance,which is with short life circle;for channel strategy,to establish innovative business channel platform;for promotion,to strengthen public relationship to promote the business;for employee strategy,to build assorting performance evaluation system for different kinds of employees;for marketing process,to transfer traditional product introduction meetings to theme talks and also build a brand community;for physical exhibition,to show the company by providing real experience.