Marketing Strategy Of Ping An Fu Products Of Ping An Life Shenzhen Branch Of China

Since the reform and opening up,the insurance industry has gradually resumed its development.Although domestic insurance companies have developed rapidly,they are still far from foreign insurance institutions in terms of personnel quality,insurance product design,enterprise service concept,etc.As a life insurance industry,Ping An Life Insurance Company should adjust its marketing strategy timely and accurately in the face of the opportunities and challenges of booming industry development and increasingly fierce market competition.This paper takes Ping An Fu insurance plan of Ping An Life as the research object,studies the internal and external marketing environment of Ping An Fu in Shenzhen,analyzes the advantages,disadvantages,opportunities and threats of Ping An Fu products through SWOT,and then formulates the marketing optimization strategy and corresponding guarantee measures of Ping An Fu in Shenzhen.This paper finds that Ping An Fu is in a favorable external marketing environment,which is embodied in the political environment encouraged by policies,the economic environment of rapid development,the rapid growth of population,the social environment of Shenzhen residents' high recognition of personal insurance business and the leading financial technology environment of Ping An group.SWOT analysis of Ping An Fu products shows that the advantages of Ping An Fu marketing are the comprehensive financial platform of Ping An Group,the leading financial technology in the industry,and the emphasis on talent training;the disadvantages bring reputation risks to business expansion,the product structure needs to be innovated,and the product marketing channel is single;the opportunity is that the political environment supports the development of Ping An Fu products,and Shenzhen has good insurance There is a good development trend in the business of purchasing basis,Ping An Life Insurance and health insurance;the existing threats are fierce competition among peers in Shenzhen and cross-border sales of Hong Kong insurance.It is suggested that Ping An Life Insurance Shenzhen branch should timely innovate product structure and terms,tap the group's medical industry resources,give full play to the advantages of Ping An Group's medical field so as to bring new product experience to customers;further optimize product pricing strategies,consider adopting preferential pricing strategies to shorten the gap with competitive pricing;support professional insurance intermediaries to expand new sales channels The Shenzhen Branch of Ping An life shall rely on traditional media,self media,employees and other media to improve the status of Ping An Life and Ping An Fu in the hearts of consumers by means of hot event marketing,public reception day,public service advertising,etc.In order to ensure the smooth implementation of the promotion strategy,Ping An Life Shenzhen branch should take measures to build a strong corporate credibility,strengthen the construction of insurance talent team,and further expand the application of mobile Internet in life insurance marketing,which has a certain reference value for the industry.