Study On Marketing Strategy Of Ping An Life Insurance Sichuan Rranch

With the rapid development of China's economy,the insurance awareness of Chinese citizens has become increasingly high,and the insurance industry has entered a stage of rapid development.Life insurance,as an important member of the insurance industry,has also been greatly developed.Especially since 2013,both the size of life insurance agents and the scale of life insurance premiums have been developing in a leap-forward manner.Ping An Life Insurance Sichuan Branch Company keeps pace with the times,occupies the market rapidly and develops very rapidly.However,affected by the late start of life insurance industry in China,Ping An Life Insurance Sichuan Branch Company has a rapid development,but in the process of marketing,it ignores the market positioning and lacks reasonable marketing strategies,which gradually affects the company's operation.Therefore,with the development of the industry and the expansion of the market,it formulates a reasonable market.Market marketing strategy is very important for Ping An Life Insurance Sichuan Branch Company.Only in this way can the company operate better and occupy a larger market.This paper is based on theoretical analysis,a large number of data collation,and combined with my own work experience.Taking Ping An Life Insurance Sichuan Branch Company marketing strategy as the main research object,this paper makes a thorough and comprehensive study of the company's marketing strategy.Firstly,this paper elaborates the background,significance and framework of the research,and collates the theoretical basis of the paper,including marketing strategy,insurance marketing and other related theoretical knowledge,which provides a large number of theoretical basis for the writing of this paper.Secondly,it uses PEST method,data analysis and other methods to analyze Ping An Life in Sichuan.The external and internal environment of branch marketing are analyzed in detail.The external environment is mainly from the macro-environment of Sichuan,including political and legal environment,economic environment,social environment and technological environment,as well as the market analysis of the life insurance industry and Porter's Five-power competition.The external opportunities and threats faced by Ping An Life Insurance Sichuan Branch Company are analyzed.The internal environment analysis introduces in detail the company's general situation,brand value,human resources,customer service capabilities and operating status,and analyzes the internal strengths and weaknesses.Then,combined with the opportunities,threats,strengths and weaknesses of the company's internal and external environment,SWOT rectangular analysis method is used to find out the strategy suitable for the company and lay the foundation for formulating realistic marketing strategies.Through STP strategic analysis,the market segmentation,target market selection and market positioning of Ping An Life Insurance Sichuan Branch Company are carried out.Detailed elaboration is conducive to the accurate positioning of the company's marketing strategy,so as to tap market opportunities,fully invest resources in the target market,and gain competitive advantage;and then from the product strategy,price strategy,promotion strategy,channel strategy four aspects,formulate marketing strategies in line with the company's development.Finally,from the optimization of human resources,improve and broaden channels,improve and innovate customer service three aspects of marketing strategy implementation safeguards,so that the formulated marketing strategy can be perfectly landed.