Research On The Optimization Of Marketing Strategy Of Individual Insurance Of Henan Branch Of New China Life Insurance

With the reform and opening up into a new era,the insurance industry develops rapidly with the change of residents' income level and consumption concept.How to develop the market,broaden marketing channels and enhance the overall competitiveness of insurance enterprises has become a new problem.Based on this background,the paper puts forward the optimization path of individual insurance marketing strategy,which helps to optimize the sales performance of individual insurance considering the integrity of different dimensions of information,enhance the competitiveness of insurance enterprises and broaden the market scope.This paper focuses on the analysis of Henan Branch of New China Life Insurance by means of literature review and interview.Since the transformation of New China Life Insurance Henan Branch in 2017,the premium platform has dropped from the original fourth to the tenth.Based on the development dilemma of New China Life Insurance Henan Branch,this paper uses PEST model to analyze the target market and market positioning of individual insurance marketing of New China Life Insurance Henan Branch.Based on 7PS marketing theory,it studies the problems of products,prices,channels,promotion,tangible display,marketing plan,personnel management and other aspects of Xinhua Insurance Henan Branch,and puts forward relevant strategies Optimization suggestions.The main conclusions are as followsFirst,the individual insurance channel marketing of New China Life Insurance Henan Branch has some problems,such as product simplification,poor after-sales service,insufficient pricing ability,weak product pricing flexibility,increasingly weak direct sales channels,uneven distribution of business outlets,low ability of promotion personnel,traditional and inefficient promotion methods,insufficient display of marketing material environment and insufficient marketing information communication There are some problems,such as the connection of marketing plan is not close,the degree of achieving marketing goal is low,the marketing staff is not provided with suitable development space,and the high production capacity marketing personnel are not differentiated.Second,in order to solve the above problems,we must create product matrix by subsidiary promotion,strengthen the supervision and management of after-sales service quality,optimize product pricing ability,flexibly use discount pricing,implement differential pricing strategy,subdivide market,innovate sales channels,integrate company business outlets,promote team structure optimization,introduce new technology,enrich promotion mode,and improve marketing material environment layout Using social ties to strengthenword-of-mouth communication,scientifically formulate marketing plans,strengthen dynamic evaluation and supervision of marketing objectives,establish multi-level institutionalized staff training mechanism,optimize performance appraisal and honor guidance system,etc.Thirdly,it is necessary to provide sufficient personnel guarantee,capital guarantee and organization guarantee for individual insurance marketing.In order to effectively improve the company's personal insurance marketing situation.