Research On Marketing Strategy For High Net Value Customer In Personal Business Channel Of Taiping Life Insurance Company Jilin Branch

China’s commercial insurance industry is undergoing an important period of transformation and development.Life insurance companies have shifted from traditional agent-driven business to high-quality business promotion.Doing well in the marketing of high-net-value customers plays a vital role in the transformation of the industry to high-quality business.Coinciding with the Increasing in the number of high net value individuals in China,deepening of the aging of the domestic population and the 14 th Five-Year Plan proposes to strengthen the development of the third pillar of commercial endowment insurance,make good use of domestic policies and the company’s endowment community,top medical systems,trust and other resources,which plays a great role in seizing the high-net-value customer market.With the increase of the premium income contribution of high-net-value customers,major financial enterprises,like insurance company,bank and trust company,have also increased their investment in high-net-value customers,innovated high net value customer marketing model and the industry competition has intensified.At the same time,personal business channel of Taiping Life Insurance Company Jilin Branch is also faced with problems such as backward brand promotion model,single marketing model,lack of complete high-customer training system,and the comprehensive quality of the agent team to be improved.Therefore,it has great practical significance to study the marketing strategy of high-net value customers of personal business channel of Taiping Life Insurance Company Jilin Branch.Taking personal business channel of Taiping Life Insurance Company Jilin Branch as an example,this paper first analyzes the current high-net-value customer rating system and the situation of the business development of high-net-value customers in the personal business channel,and finds that there are many problems,such as single marketing model,backward brand promotion model,low professional level and quality of agents,and lack of complete presentation of service resources.Secondly,through the study of the macro and micro marketing environment of the personal business channel of Taiping Life Insurance Company Jilin Branch,the SWOT model is used to analyze the advantages,disadvantages,opportunities and threats of the channel development,selecting the ST strategy,supplemented by the WO strategy as the strategic direction for marketing high net value customers in individual insurance channels,actively leveraging their own advantages,forming company characteristics,avoiding external threats,and also seizing the current opportunities of increasing elderly care demand and declining interest rates,to explore the blue ocean market of high net value customers.Finally,combined with the above analysis,we use STP theory to conduct market segmentation,target market selection and market positioning for the high net value customer market.And based on the above analysis,formulate high net value customer marketing strategies for individual insurance channels from four aspects: product,price,channel,and promotion,including strengthening product and service combination marketing,promoting low premium and high guarantee product sales,forming a high net value customer referral center,and improving existing marketing activities.To ensure the smooth implementation of marketing strategies,it is proposed to establish employee and agent project teams,establish a comprehensive high-end agent training and incentive mechanism,strictly implement compliance regulations,and strengthen brand culture promotion and education at the four levels of organization,talent,system,and brand culture.On the one hand,given the similarity in the marketing models of high net value customers of commercial insurance companies,the research on the marketing strategy of high net value customers in the personal business channel of Taiping Life Insurance Company Jilin Branch can improve the company’s high net value customer management and service capabilities,assist in seizing the high net value customer market within the province,and find new growth points for the company’s future life insurance business development.On the other hand,the current problems and corresponding strategies of Taiping Life Insurance Company Jilin Branch in the marketing of high-net-value customers can be used for reference by other commercial insurance companies.