Research On Marketing Strategy Of Pingan Insurance Dalian Branch

As a key part of the national health service industry,insurance is facing unprecedented opportunities and space for improving the overall health and health of the nation.It will play an increasingly important role both now and in the future.Dalian is both an open coastal city and an old industrial base city.In order to build Dalian into an insurance center in northern China,the policy dividends continue to be released,supporting financial institutions behind Dalian and attracting domestic and foreign high-end financial talents.By the end of 2018,Dalian had 23 life insurance companies,including 19 Chinese life insurance companies and 4 foreign investors.Dalian insurance industry has entered the international competition environment and competed with foreign insurance institutions.Taking Pingan Insurance Dalian Branch as an example,this paper uses the PEST analysis method to analyze the political,economic,social and technological external environment of Ping An Insurance Dalian Branch.In recent years,the products have been continuously upgraded,but still can not meet the needs of policyholders,and the demand for security can be tapped.Applying the STP theory,the Dalian insurance market is segmented according to the consumer's income,age,and insurance demand,and the target market is selected.In view of the marketing strategy of Ping An Insurance Company Dalian Branch,explore the marketing strategy choice of Ping An Insurance Dalian Branch under the new situation.First of all,it is necessary to clarify the product positioning,subdivide the Dalian insurance market,and design the optimal insurance product combination plan for customers.Secondly,pay attention to the development of security products,analyze customer needs for different life cycles,increase the added value of products,and obtain competitive initiative through high-quality services.In terms of channel strategy,we will strengthen agent channels,expand bank sales channels,standardize telephone sales channels,and expand Internet sales channels.Ping An Insurance Dalian Branch can adopt a combination of online and offline to adopt multiple channels of advertising promotion strategies.Finally,the guarantee measures of marketing strategy-information system security,organizational security,talent security,and network platform security are proposed.