Research On Marketing Strategy Of Serious Illness Products Of ABC Life Insurance Shandong Branch

After more than 20 years of rapid development,China's modern insurance industry has gradually transformed from a single type of insurance,a decentralized business model,a weak market-oriented insurance laggard country to an insurance giant country,and gradually from an insurance giant to an insurance giant country in the future.In view of the liberalization of the economy and the changes in the current market,in the era of economic globalization and insurance modernization,China's serious illness insurance products have changed the original situation of their current operation,and gradually emerged into a new generation of business relations,i.e.serious illness insurance business,which is the integration and infiltration of various serious illness products.Serious illness insurance business has become the focus of attention of major insurance companies around the world,because it promotes the process of insurance modernization and further integration of major medical diseases and life insurance industry.In recent years,with the promulgation of ten new national insurance regulations and the further strengthening of supervision,under the impact of the global economic environment,the marketing of China's serious illness insurance products is facing enormous challenges.The sales speed of serious illness insurance products has slowed down significantly compared with the previous two years,and the development of serious illness insurance business has encountered bottlenecks.Taking ABC Life Shandong Branch as an example,the author studies the marketing strategy achievements of insurance industry at home and abroad in recent years,takes the marketing strategy of serious illness insurance products of ABC Life Shandong Branch as the analysis object,and uses the 4Ps classical marketing theory put forward by Mr.Mc Carthy,a master of marketing,as the theoretical basis and basis for this analysis,based on ABC Life Shandong Branch.The present situation and existing problems of the company's serious illness risk marketing are found out,and many problems such as single product structure,small price difference,lack of sales channels,old promotion means,and the comprehensive quality of salesmen need to be further improved are found out.Then the author compares the current marketing environment of the company horizontally,analyses the opportunities and challenges of the company,and puts forward feasible marketing improvement strategies for the company in terms of products,prices,channels and promotions,as well as corresponding safeguards for implementing these strategies.Through the improvement of the above marketing strategies,to a certain extent,ABC Life Shandong Branch will enhance its core competitiveness in the local market and its share in the local life insurance market.