Research On Marketing Strategy Of A Life Insurance Company

For nearly 40 years of the Reform and Opening-up in China,the gross domestic product(GDP)has ranks second in the world,and the per capita disposable income is also rising.Therefore,there will be a growing number of idle funds to investment and financing.Commercial insurance is also being watched by more and more people,and the idea that "insurance makes life better" is increasingly popular.But at the same time,the depth and density of insurance in our country and the ratio of foreign developed countries are still far short,and the per capita policy amount of residents is far from the practical problems brought by the aging society.At present,domestic life insurance companies are fiercely competitive and homogenised,and life insurance companies have adopted the tactics of human sea to fight for market share.Although the results are obvious in a short time,the quality of insurance agents has brought many hidden dangers to the long-term development of the life insurance industry.In recent years,the life insurance industry has been on a low platform growth trend,which does not match with the current situation of social environment demand and the rapid development of financial services industry.A life insurance company is a company with relatively large scale and advanced management systems.This paper aims to the present situation and problems of A life insurance company's marketing.Referring to the 13 months continuous rate,surrender rate index,detailed analysis of the life insurance industry's growing performance and various aspects of the problems,at the same time using the 4p theory from the product,price,channel,promotion,marketing personnel quality improvement and customer service improvement,a total of six aspects putting forward improvement strategies,this paper try to take renewed interest love,strict risk control,improving customer recognition,and establishing the platform of science and technology in four aspects into consideration as auxiliary safeguard.It is hoped that the research of this paper will provide some ideas for the future development direction of China's life insurance industry.