The Study On The Personal Insurance Business Marketing Strategy Of XH Company

Due to the continuous improvement of China's economy,the increasing awareness of residents' insurance and the continuous improvement of the economic and financial supervision system,the overall environment and situation of China's insurance industry are undergoing great changes.The importance of marketing in insurance institutions is increasingly important,not only to enhance their market position and corporate vitality,but also to create more benefits for enterprises.XH Enterprise is a large life insurance institution whose ultimate development goal is to become China's top financial service company with a focus on comprehensive life insurance business.As one of its main businesses,personal insurance is the core content of its development.Although the company has a sound sales system and excellent sales team,its past marketing operations have been unable to adapt to the current growth of the company,and the shortcomings continue to be presented,which is extremely unfavorable for the growth of the corporate life insurance industry.Therefore,how to improve the marketing method is a major problem that XH enterprises must deal with urgently.This paper uses literature research method,case analysis method and other methods to analyze the marketing measures of XH company life insurance business.Firstly,it describes the overall environment and research value of the research,the research status at home and abroad,and the research content.It points out that this paper is quite innovative in the fields of research and content.Then,the definitions of life insurance and insurance marketing are defined,and the characteristics of these businesses are explained.Based on this,the corresponding marketing theories such as 4P theory are described,which provides theoretical conditions for the subsequent writing.Next,the XH enterprise was given a general introduction.At the same time,through the field investigation,the actual situation of the marketing strategy of the personal life insurance business in terms of commodities,prices,marketing and location was given,and the XH enterprise life insurance business was further analyzed.The products that appear in the marketing strategy are not diversified and the advantages are not significant,the business pricing is not scientific and other related issues,and the causes of such problems are analyzed.In addition,it also discusses the marketing environment of the company.Under the premise of giving the market positioning of XH enterprise life insurance business,it gives purposeful and scientific opinions from the fields of products,pricing and channels.