Research On The Marketing Strategy Of PICC Life Insurance Changchun Branch

Since the reform and opening up,with the development of national economy,the improvement of national income level and the transformation of national consumption consciousness,China’s insurance industry has made considerable progress.After China’s entry into the WTO,the insurance industry has entered a highly open era.Competition has promoted the progress of life insurance companies and the development of the life insurance industry.The "new ten points" of the insurance industry has clearly accelerated the development of the insurance industry.The accelerated arrival of population aging forces the development of the third pillar of old-age care to become inevitable.The change of market demand has promoted the optimization and reform of the marketing strategy of commercial life insurance companies.The insurance demand of customers has expanded from basic medical care,serious illness and accident protection to pension and inheritance protection.The development of science and technology such as mobile Internet has promoted the transformation of science and technology empowerment of insurance business model.Under the above background,this paper comprehensively analyzes the external environment,competitive environment and internal environment of PICC Life Insurance Changchun Branch,analyzes the external political environment,economic environment,social environment and technical environment with pest theory,and analyzes the industry competitive environment of potential entrants,substitute threats and industry competitors with Porter’s five force model.SWOT analysis is used to analyze and summarize the advantages,disadvantages,opportunities and challenges of the company.This paper analyzes the marketing strategy of PICC Changchun Branch,and concludes that the product supply is not perfect,the homogeneity is serious,and the issuing speed is slow;The price of some products is too high;Unbalanced channel construction,bottleneck of core channel and weak online channel construction;Publicity and promotion need to be improved and promotion mode needs to be innovated.According to the existing problems,product optimization suggestions of product diversification and development differentiation are given;Price optimization suggestions for comprehensive pricing and price adjustment;Suggestions on channel optimization such as high-quality development of individual insurance,scale of regular payment of bank insurance and scale of group insurance benefits;Promotion optimization suggestions for expanding promotion channels and upgrading promotion schemes.At the same time,the guarantee measures for the implementation of the strategy optimization are clarified.This paper combines the marketing theory with the actual work of the life insurance company,hoping to provide reference for the optimization of the marketing strategy of PICC Changchun Branch.