Research On The Marketing Liability Insurance Of China Life Insurance Co.,Ltd. X Branch

The new Safe Production Law will be implemented from September 2021,Work safety liability insurance is enforced by legislation,Major insurance companies began to quickly focus on the development of safety production liability insurance business,adjust the company’s strategic deployment,and list safety production liability insurance as the company’s key development business.Faced with new opportunities and challenges,it is a subject worthy of in-depth study that how enterprises combine their own advantages to continuously improve their marketing strategies,enhance their market competitiveness of safety production liability insurance business,and gain a foothold in the fierce market competition and achieve high-quality development.This paper takes the X Branch of China Life Property and Casualty Insurance Co.,Ltd.as the research object,based on the relevant theoretical research of marketing strategies at home and abroad,combined with its own work experience in the enterprise,and with the full use of literature research,qualitative and quantitative analysis,comparative analysis,etc.,starting from the government intervention,compulsory purchase,this sub-field,to explore the marketing strategy suitable for the development of the safety production liability insurance business of the X Branch of China Life Property and Casualty Insurance Co.,Ltd.Firstly,an analysis was conducted on the current development status and marketing strategies of the safety production liability insurance business of China Life Property and Casualty Insurance X Branch in recent years,combined with one’s own work experience and questionnaire survey results,it is found that the company’s safety production liability insurance business has serious problems such as product homogenization,rigid pricing mechanisms,imbalanced channel development,single promotion methods,low level of specialization of marketing personnel,inadequate standardization process construction,and insufficient tangible display;Secondly,using PEST analysis method and Porter’s five forces analysis model,this paper analyzes the macro environment and industry environment faced by the safety production liability insurance business marketing of China Life Property and Casualty Insurance X Branch,and uses SWOT analysis method to explore the company’s current environment and competitive situation;Thirdly,using STP strategy,from the perspective of market segmentation,target market is targeted and market positioning is clarified.Finally,based on the actual situation of the enterprise,the 7Ps marketing theory is applied to propose an optimization plan for the marketing strategy of safety production liability insurance for China Life Property and Casualty Insurance X Branch from seven aspects: product,price,channel,promotion,and personnel marketing.At the same time,in order to ensure the smooth implementation of the optimization plan,guarantee measures have been provided from four aspects: establishing a special working group,strengthening relevant resource investment,improving personnel service capabilities,and optimizing technical service support.The research in this paper is closely linked with the actual situation of China Life Insurance X Branch,and the proposed optimization plan and safeguard measures for the development strategy of enterprise safety production liability insurance business will help the company optimize and improve its marketing strategy of safety production liability insurance business and enhance its market competitive advantage.It also has certain reference significance for other similar enterprises.