Research On Marketing Strategy Of A Life-insurance Company

In 13 th Five-Year plan clearly put forward in our country is fully built comparatively well-off society in the last five years planning."45" will be planning the China in the next five years the development direction and the path clear and detailed answers.Currently China is stepping into the all-round construction of well-off society and the transformation of economic growth mode is an important strategic period,the insurance industry will face unprecedented opportunities for development.China's insurance industry is in from power to the insurance insurance powerhouse for the development of a critical period,the development strategy of the industry,regulatory philosophy,business ideas and market situation,competition pattern is undergoing profound changes,the insurance business from rough to fine,in the direction of intensive change.In such a large development and changes of times,a life insurance company in the competition and the development of the times to find a suitable for their own development path,namely through the innovation of management mode,forming the competitive advantage in the local market segmentation and the establishment of its market position.A life insurance company in the grasp of international and domestic economic situation,a profound understanding of its own advantages and disadvantages of,develop the company three years business development plan,to risk management as the core,the value management as the yardstick,with innovative development as a driving force,and constantly in business philosophy,management mechanism,product development,sales model,investment management,information technology,human resources planning,enterprise culture made characteristics,through to research on the marketing strategy of a life insurance company can find a feasible marketing reference for the development of the insurance company?In this paper,the research methods mainly include investigation,literature analysis,quantitative and qualitative analysis,normative analysis and empirical analysis.Based on the analysis of the characteristics of A life insurance company's own operation and its competitive environment,this paper puts forward some suggestions on the formulation and implementation of marketing strategies in the course of the company's development by combining quantitative and qualitative methods.Based on the analysis of the current situation of the insurance market in China,this paper makes an objective evaluation of the operation status of A life insurance company,and makes some analysis and prediction on the development trend of the life insurance market in China.After investigating and analyzing the development process of A life insurance company,it finds the problems and shortcomings in the formulation and implementation of marketing strategy of A life insurance company,from products,operation,channels,and so on.This paper analyses the advantages and disadvantages of A life insurance company in marketing and other aspects,puts forward solutions to the problems,and determines the target market and marketing strategy direction.