Research On Marketing Strategy Of Individual Life Insurance Business In Changchun Central Branch Of New China Life Insurance

The 14 th Five-Year Plan puts forward the "Health China Concept",which aims to promote the construction of a healthy China in all aspects and has a huge driving force for the development of the commercial insurance market.China’s medical protection is based on basic government medical insurance,supplemented by commercial insurance,which is expected to account for 15% of health care spending by 2025.With the high incidence of serious illnesses and the aging of China’s population,the public’s awareness of insurance is increasing and the perception of insurance has changed greatly,from the traditional sense of solving the problems of old age,sickness and death to family asset allocation and family wealth planning.New China Life Insurance Changchun Central Branch has been deeply involved in life insurance business for more than 20 years and occupies an important share of Jilin life insurance market.With the severe market environment,complex industry changes,regulatory policy restrictions,supply-demand mismatch and other layers of pressure in recent years,we are deeply aware that the crude and rapid growth of the life insurance market has become history.In the past three years,New China Life Insurance Changchun Central Branch’s individual insurance channel has experienced declining premium income,declining field force manpower,shrinking team structure and fierce competition from the same industry.As a result of the above-mentioned factors,the operational indicators of the individual insurance business of New China Life Insurance Changchun Central Branch have declined and the sustainable and healthy development of the company has become problematic.Under the new concept of high-quality development of life insurance business,how Changchun Central Branch can break through the situation and transform from demographic dividend to talent dividend to achieve sustainable and healthy development of the company is the key nowadays.Based on the development status of Changchun life insurance market,this paper applies the knowledge of marketing management theory and conducts an exploratory study on the marketing strategy of New China Life Insurance Changchun Central Branch’s individual insurance business.At the same time,we entered into a comprehensive and profound analysis of the above problems to find out the causes of the problems.Using the PEST model,we analyzed the macro environment,micro environment and industry environment facing the company in the Jilin life insurance market,and used tools such as SWOT,7P and Porter’s five forces model to identify the company’s strengths and opportunities,weaknesses and threats.We can achieve this by optimizing the marketing mechanism,strengthening agent quality and skills training,improving customer service quality and product innovation.At the same time,to achieve the above goals,we need to provide institutional,organizational,human and technical support for the individual insurance marketing channels.Finally,we hope that insurance companies similar to New China Life Insurance Changchun Central Branch can gain insights from this,break the dilemma,realize the healthy and sustainable development of their enterprises and contribute to "Healthy China".