Research On Marketing Strategy Of HX Insurance Company's Individual Insurance

As a basic means of modern risk management,insurance plays an increasingly important role in people's livelihood security.According to the business data of the insurance industry in 2019 published on the website of the China Banking and Insurance Regulatory Commission,in 2019,China's premium income exceeded the 4 trillion yuan mark,reaching 4.26 trillion yuan,with a year-on-year growth of 12.17%.The insurance industry maintained a high-speed and steady development.Under the background of the insurance industry returning to the source of security,with the issuance of the notice of the CIRC on standardizing the product development and design behavior of life insurance companies(No.134 document)and the notice on improving the formation mechanism of the assessment interest rate of the personal insurance industry and adjusting the assessment interest rate of the liability reserve,the financial products and bank channels are used as the main channels The market share of small and medium-sized insurance companies is declining rapidly,while large-scale life insurance companies continue to play their traditional advantages,focusing on the value transformation strategy with the development of individual insurance channels as the core,focusing on the development of security and long-term savings products,and continuously accelerating business transformation and structural adjustment to adapt to market changes.The rapid rise of HX insurance has created a remarkable "HX speed" in the market.Among nearly 100 life insurance companies in China,it is the seventh insurance company to achieve standard insurance of individual insurance over 10 billion yuan.As the insurance company with the shortest time for domestic insurance companies to enter the world's top 500,its development speed and growth trajectory are worth learning from.Limited by the current market,the scale of the team has not been able to expand effectively,the momentum of sustainable development is insufficient,and there is still room for breakthrough in high points.Starting from the theoretical basis of life insurance marketing,this paper analyzes the internal and external environment of HX insurance company by listing the current marketing situation of insurance industry at home and abroad.The main problems to be solved in the current market include: 1.The product structure is single and the insurance coverage is incomplete;2.The product connotation is rigid and the innovation content is less;3.The product homogeneity is serious,It is difficult to meet the different needs;fourth,the service experience is criticized,and the service value is not realized;fifth,the agency team remains low and the business investment is high.Based on the STP analysis of the target market and the 7PS theory of service marketing,this paper puts forward the marketing strategy optimization suggestions from seven aspects of product,price,channel,promotion,personnel,display and process.The first is to create a refined product management system;the second is to maintain the absolute advantage of product pricing in mainstream companies;the third is to strengthen the basic marketing team;the fourth is to closely follow the operation theme of main marketing products and marketing activities;the fifth is to further strengthen the excellent performance construction and training guidance of marketing team;the sixth is to further strengthen the application of new technology to enable marketing;the seventh is to further improve customer development and operation System.The guarantee plan for the implementation of individual insurance marketing strategy includes improving the organizational structure of marketing department and human resource protection plan,hoping to be helpful to the business development of individual insurance marketing of HX insurance company.