Research On Marketing Strategy Of Taiping Life Insurance Wuxi Branch

As an important part of the social security system,insurance can effectively prevent and control risks and reduce risk losses.Among all kinds of insurance products,life insurance plays an important role.With the state’s attention to life insurance in recent years,the life insurance industry has experienced a series of changes and developments.Foreign companies have flooded into the domestic market,and the domestic market is full of flowers and fierce competition.How to win the first place in the life insurance market competition and expand the market share is an urgent problem for TP Insurance Wuxi Branch.Therefore,this paper takes the life insurance marketing strategy of TP Insurance Wuxi Branch as the research object,aiming at formulating an effective marketing strategy for TP Insurance Wuxi Branch that conforms to the market rules and its own development.First of all,this paper states the research background,significance,research methods,defines the related concepts of life insurance marketing and explains the theoretical basis used in this paper,which lays the foundation for the following analysis and problem solving.Secondly,the present situation of Wuxi branch of TP insurance and the problems existing in life insurance marketing are stated,including the single type of marketing products,the lack of attention to the construction of online marketing channels,the lack of diversification of promotion channels,the uneven quality of marketing personnel,and the low level of customer relationship management.The marketing environment of Wuxi branch of TP insurance is analyzed by PEST analysis and SWOT analysis.Finally,with the help of STP strategy and marketing combination strategy,life insurance marketing strategies are formulated for the research object,including product strategy,personnel strategy,marketing channel strategy,promotion strategy,service process strategy and tangible display strategy,and effective protection is provided for the implementation of various life insurance marketing strategies,including changing marketing concepts,paying attention to customer complaints,improving customer relationship management level and establishing an evaluation mechanism for the implementation effect of marketing strategies.