Research On Marketing Strategy Of JT Insurance Company Under Strict Supervision Environment

Banking,securities and insurance are the three pillars of China’s modern financial industry.Since the twenty-first century,all kinds of institutions have rushed to the insurance market,competing for business resources,which results in that insurance sales are in disorder and eventually has laid a hidden risk for the healthy development of the industry.With the central people’s government’s policy of preventing financial risks and maintaining the healthy and stable development of financial markets being set,insurance regulatory authorities have acted and punched swiftly.They have issued a series of documents to deal with chaos,such as dealing with chaos in-depth,improving weak links,preventing risks and serving the real economy,which effectively renovate the ecology of the insurance industry.Under the strong competition and strict supervision environment of the insurance market,in order to promote JT insurance company to operate steadily,to develop differently and specially,and to achieve the strategic goal of the 13 th Five-Year Plan.From the marketing perspective,this paper adopts PEST analysis method,Michael Porter’s Five Forces Model,Boston Matrix Model,4P marketing theory and STP Analysis theory,combining literature research、comparative analysis and empirical research.This paper analyzes the macro and micro environment of JT insurance and the supervision situation,studies the current product structure characteristics of JT insurance,and analyses the existing marketing strategies and main problems of JT insurance.Through the research,this paper argues that strict regulatory environment has more opportunities than challenges for JT insurance.As a small and medium-sized insurance company,JT insurance must locate accurately,subdivide the market,reform and innovate,reconstruct the channel sales system,explore new marketing mode,take a differentiated development path,build the core competitiveness of the company,improve its own connotation value,and actively participate in market competition.Specific measures include: To clarify market segmentation and market positioning,to build a high-quality sales network,implementing product innovation strategy,establishing reasonable classified pricing strategy,implementing plate-based channel marketing strategy,formulating targeted publicity and promotion strategy.At the same time,the implementation of marketing strategy can be guaranteed by strengthening capital guarantee,improving management level,preventing compliance risks,strengthening strategic research and market analysis,and cultivating professional talents.