Research On Marketing Strategy Of Ping An Life Shenzhen Branch

China's insurance industry has been developing for nearly 40 years since the reform and opening up.After the reform and opening up,China's economy has developed rapidly,and China's insurance industry has also developed by leaps and bounds.Insurance covers all aspects of people's lives,including property,health,medical care,life,pension,travel,accidents and so on.So the insurance market has broad prospects and huge market.At the same time,China's insurance industry has shown a rapid development of diversification and scale.According to statistics,in 2018,China's total insurance assets exceeded 18 trillion yuan,which shows the prosperity of China's insurance market.At present,China's insurance market has entered a stage of rapid growth and steady development.With Ping An,China Insurance and China Pacific Insurance as the leading companies,a number of insurance companies have formed a common competitive market structure.However,with the development of economic globalization,more and more foreign enterprises will be stationed in China,as well as a large number of foreign capital into the domestic insurance industry.In this environment,the domestic insurance market will face certain challenges.In order to maintain the leading position in the domestic insurance industry,large domestic insurance groups such as Ping An,PICC and Pacific must make adjustments in all aspects,including the adjustment of marketing strategies,according to the current actual situation.Ping An Insurance Group can be said to be one of the leading enterprises in China's insurance industry.It was founded in 1988 and has been developing for more than 30 years.It has made remarkable achievements and gained wide recognition from the society.In the 30 years since its establishment,Ping An Insurance has occupied an advantageous position in China's insurance market.However,with the entry of foreign capital and the rise of small and medium-sized insurance companies,this advantage will be gradually reduced.Therefore,if Ping An Insurance wants to develop in this environment and maintain its leading position,it is necessary to adjust its marketing strategy to protect the company.Sustainable and healthy development.This paper takes Ping'an Life Shenzhen Branch as the research object,analyses its marketing strategy,tries to find out the problems and solve them,so as to optimize its marketing strategy.This paper is divided into seven parts: the first part is the introduction level,which mainly introduces the environment and significance of the analysis,enumerates the relevant research status at home and abroad,and summarizes,points out the related analysis mode and defects in the analysis in this paper;the second part is the theoretical premise,first of all,carries out the basic conceptual analysis of insurance and marketing.It is helpful for the understanding of the following research.Then it introduces the basic theories of marketing,including 4P marketing theory,4C marketing theory and 4R marketing theory,and chooses the main basic theories from which this paper is based.The third part is environmental analysis.First,it uses PEST analysis method to improve the macro-environment of marketing policy,economy,society and technology of Ping An Life Shenzhen Branch.Secondly,we use Porter's Five Forces Model to analyze the existing competitors,potential entrants,substitutes,suppliers' bargaining power and consumers' bargaining power in the insurance industry.Finally,we analyze the internal environment of Ping An Insurance.On the basis of understanding the basic situation of Ping An Life Shenzhen Branch,we analyze its organizational structure and personnel.The fourth part is the analysis of the current situation,mainly from the aspects of products,prices,channels and promotions;the fifth part is the analysis of the problems in the marketing of Ping'an Life Shenzhen Branch from the aspects of products,prices,channels and promotions;the sixth part is the analysis of countermeasures,based on the analysis of the problems in the marketing of Ping'an Life Shenzhen Branch.The problems found above in the marketing of Pingan Life Shenzhen Branch are put forward,and corresponding optimization suggestions are put forward: firstly,in the area of product strategy,market positioning should be reasonably carried out,planning market screening should be carried out,and market orientation should be precise;secondly,in the area of commodity development mode,insurance combination improvement and insurance packaging mode,etc.should be carried out;secondly,in the area of price mode,it can be passed through.Low-price model,discount model and price differentiation model;Thirdly,in the field of channel model,we should improve the level of bank channel creation,advocate the level of coordination with other enterprises,perfect insurance agent model and improve the level of online sales model;Finally,in the field of promotion model,we should do a good job of enterprise publicity,build enterprise image,actively participate in public activities,and strengthen the sales model of Ping An APP.Registered communication and cooperation with all hospitals.Finally,the research of this paper is summarized.