Research On Marketing Strategy Optimization Of Public Fund Sales Business Of Sunshine Life Insurance Company

Under the background that China’s financial industry has entered a new stage of development,the internal and external environment of the public fund sales industry has also changed greatly.Public fund sales agency are facing the original customer channel remodeling,industry competition is increasingly fierce,the original customer loss and other pressures.Expanding the source of customers and maintaining the stability of existing customers have become the unsolved problems faced by insurance companies and other agencies.Therefore,the marketing strategy of fund sales agencies is particularly important in the market competition.As major insurance companies gradually spread out diversified financial business,insurance institutions selling public funds on commission has great growth potential and has gradually gained the attention and recognition of the market.However,at present,the fund commission business of insurance institutions represented by Sunshine Life has some problems,such as small volume of customers,slow development and slow start,and lack of sales ability.Based on the comprehensive research,analysis and summary of the marketing mode and current situation of Sunshine Life fund sales business,this paper puts forward insightful marketing strategies for the development of Sunshine Life fund sales business.The 7Ps marketing theory is applied to explore the marketing strategy of the commission business of Sunshine Life fund,and strive to optimize the sales business of Sunshine Life fund,and put forward the measures to optimize the strategy and put forward the corresponding guarantee.The analysis results of this paper are as follows:First,under the requirements of the Guidance on Standardizing Asset Management Business of Financial Institutions,find out the advantages and disadvantages of the commission business of Sunshine Life fund in the marketing process,as well as the numerous opportunities and challenges it faces;Second,through the use of PEST theory to analyze and sort out the macro environment of Sunshine Life fund consignment business,it is concluded that the external macro environment of fund consignment business is in a situation of continuous favorable policies and fierce industry competition.The third,the 7Ps marketing theory emphasizes seven aspects: 1.Environmental design;2.Marketing process;3.Marketing personnel;4.Price;5.Products;6.Channels;7.Promotion.This paper puts forward effective measures,optimization strategies and corresponding guarantees to promote the practice of the marketing strategy of Sunshine Life fund sales business in practical marketing activities.This paper can provide relevant strategic basis for the future development of commission sales business of Sun Life fund,and also provide relevant reference for exploring the marketing strategy of agency sales business of public funds of insurance institutions.