Research On Marketing Strategy Of Small And Medium-sized Enterprises' Annuity Of G Pension Insurance Co.,Ltd. Shandong Branch

In recent years,with the increasing pressure of Chinese old-age pension and the reform of the security system,enterprise annuity has been rapidly promoted in the market.However,limited by the profitability of enterprises,the level of management norms,management awareness and other issues,the enterprise annuity market is characterized by "big enterprise" and tends to be saturated,and the participation of small and medium-sized enterprises,which account for 99 % of the total number of enterprises in the country,is extremely low.The development of small and medium-sized enterprise' annuity can not only reduce the government's financial pressure,but also effectively improve the efficiency of human resources management and enterprise's competitiveness,and finally provide comprehensive guarantee for the life of enterprise employees after retirement.Therefore,how to formulate the marketing strategy of small and medium-sized enterprises' annuity has become an important starting point for each annuity management organization to break through market barriers.Due to the intensive expansion of the large enterprises market in the early stage,G pension insurance limited Shandong branch has not paid enough attention,resources and energy to the small and medium-sized enterprises,also limited by the external environment and the nature of the small and medium-sized enterprises themselves,the small and medium-sized enterprise annuity business of G pension insurance limited Shandong branch is developed slowly and its marketing ability is relatively low.G group,as the largest insurance group in our country,provides a high-quality platform for pension insurance limited Shandong branch.How to use the platform resources,optimize the business structure,formulate effective marketing strategies of small and medium-sized enterprises' annuity,consolidate and continuously expand the position and share of the annuity market is a major strategic issue to realize the sustainable development of the company.Based on the theory research of the development of small and medium-sized enterprise' annuity in our country,the article objectively describes the current marketing situation and existing problems of the small and medium-sized enterprise annuities in G pension insurance limited Shandong branch,and makes a detailed analysis of the macro and micro environment.Compares and analyzes the strengths,weaknesses,opportunities and threats of the development of small and medium-sized enterprise's annuity in Shandong branch through SWOT model,and analyses the segmentation,targeting and positioning of the annuity market of small and medium-sized enterprises by STP theory,then puts forward feasible marketing strategies.Firstly,independently develop product innovation strategy to continuously strengthen product competitiveness;Secondly,low quotation price strategy within industry regulations;Thirdly,the marketing channel strategy of combining traditional marketing channels with innovative marketing channels;Fourthly,the multi-way publicity and promotion strategy;Fifthly,the more personalized scheme strategy to meet the needs of small and medium-sized enterprises;Sixthly,the "fist" product and service strategy of highlighting the advantages of G pension insurance limited Shandong branch.At the same time,it puts forward a series of security measures to ensure the effect of marketing development strategy of small and medium-sized enterprise' annuity from improving the internal and external risk management system,strengthening the research and analysis of the market of small and medium-sized enterprises' annuity,continuously upgrading the information system,innovating the intelligent butler service system,and improving the professional quality of marketing personnel.Under the good market trend and the effective implementation of marketing strategies of small and medium-sized enterprise annuities,G pension insurance limited Shandong branch will definitely enhance its competitiveness in the marketing and expand the market of small and medium-sized enterprise annuities.On the one hand,it will help to perfect the business structure of G pension insurance limited Shandong branch and enhance the sense of social responsibility,on the other hand,it will also provide some theoretical reference for the annuity industry and add some bricks to improve our country's endowment insurance system.