| With the improvement of people’s living standards and insurance awareness,how to provide for the aged has become a common concern.The level of old-age security is determined by the superposition of the security provided by the three pillars of the old-age three pillar system.At present,China’s first pillar social endowment insurance has a huge gap and low replacement rate;The role of the second pillar enterprises in supplementing endowment insurance is very limited.Under the condition of insufficient supply of the first and second pillars,commercial endowment insurance ushers in development opportunities.This paper selects LZ branch of CL insurance company as the research object,and uses the relevant concepts and theoretical knowledge of service marketing to study this field,in order to explore the effective ways for commercial insurance companies to participate in old-age security.Firstly,this paper sorts out the relevant literature research contents on insurance marketing,puts forward the research framework of this paper,expounds the STP theory and 7p theory of marketing,and introduces the environmental analysis methods of marketing,so as to lay the foundation for the analysis of the following paper;Secondly,by searching relevant materials,this paper introduces the development status and marketing status of LZ branch,issues questionnaires to the customer groups of annuity insurance of LZ branch,analyzes the problems existing in annuity insurance marketing,analyzes the external environment of LZ company by PEST analysis method and Porter’s five forces model,and analyzes the internal environment of LZ company by SWOT analysis method;Finally,based on the above analysis,the target market of LZ company is analyzed by using STP theory.Based on 7p theory,LZ company’s commercial insurance marketing optimization strategy is proposed,which is formulated from seven aspects: product,price,channel,promotion,personnel,service and tangible display.Finally,the safeguard measures for the implementation of marketing strategy are put forward,Promote the good development of LZ company’s commercial endowment insurance.It is hoped that the research of this paper can put forward effective suggestions for the marketing of commercial endowment insurance of LZ company,and provide some reference for relevant insurance companies. |
