Research On Marketing Strategy Of Personal Insurance Business Of Company A

With the continuous transformation and upgrading of the economy,the residents' acceptance of insurance has been increasing,which has brought vigorous impetus to the development of personal insurance business.As the representative of domestic high-quality personal insurance business,Company A's personal insurance business has gradually entered its business bottleneck after more than 20 years' development,and began to face with series of problems such as lack of competitiveness of products,increasing of customer cost and flow of agents.high mobility,especially in the face of increasingly fierce competition in the industry and the impact of the Internet insurance products with characteristics,convenience and intelligence launched by the New Jin Internet Insurance Company,are also increasingly feeling the increasingly intense operating pressure and the dilemma of weak growth in marketing.This paper combines the current marketing situation of company A's personal insurance business,objectively analyses the current situation of the industry and the threat of potential competitors by using the theoretical tools of PEST analysis,five-force model and marketing mix theory,and summarizes the main problems which company A faces by using expert interviews,constructs IFE matrix of external factors evaluation and EFE matrix of external factors evaluation,and tries to influence company A's personal insurance business.Through the comparative analysis of external key factors and SWOT analysis of their strengths and weaknesses,and analysis of opportunities and threats,this paper puts forward some suggestions on adjusting market positioning,optimizing product structure,paying attention to long tail customers and improving marketing channels,and puts forward "innovating and optimizing products,upgrading brand value,exploring the marketing potential of the aging and middle and low-end groups,and building an integrated marketing platform "marketing strategy "based on the current situation and market positioning of Company A in terms of products,prices,channels and promotion.Finally,through the analysis of company A's personal insurance business,this paper concludes that the competition of personal insurance business will only become more and more intense.Personal insurance enterprises must always maintain a high sense of crisis and competition awareness,constantly strengthen management at home,constantly expand marketing and publicity abroad,and always take improving their own competitive advantages as the first priority,build their own skills,strengthen their external muscles and bones,and constantly optimize themselves.Only in this way,facing severe external challenges,can we develop effectively step by step.