A Study On The Insurance Marketing Strategy Of Sichuan Group Of A Life Insurance Company

Looking at the development process of group insurance both domestically and internationally,it can be seen that group insurance has a history of nearly a hundred years.With the rise of employee benefit plans in various countries around the world,group insurance business has also entered a period of rapid development.Group insurance has the role of transferring corporate risks,which makes it play an important role in supplementing human resource management and social security systems.Since China became a member of the World Trade Organization,insurance entities have experienced rapid growth like mushrooms after rain.With the increase of competitors,market competition has also intensified,which has forced the group insurance market to face the current situation of strong product homogenization,high service requirements,fierce competition,and increased operational difficulty.In this context,relying on its original marketing management mode,A Life Insurance Company Sichuan Group Insurance Branch has been unable to occupy a place in the competitive situation of the existing market.Therefore,in order to achieve business growth and improve the current business situation,it is necessary to optimize and adjust marketing strategies based on market demand.In this study,the corporate customer business of A Life Insurance Company Sichuan Group Insurance Branch was taken as the research object.Drawing inspiration from domestic and foreign group insurance theories and group insurance marketing theories,combined with the competition and customer situation of enterprises,the 7P marketing theory was applied to analyze enterprise marketing strategies.Through in-depth interviews with external customers and internal employees,a series of issues faced by A Life Insurance Company Sichuan Group Insurance Branch were identified,including decrease in benefit contribution,customer churn,and decreased customer satisfaction.By adopting the questionnaire survey method,customer needs and existing problems were collected to further identify the causes of problems in existing marketing strategies and propose optimization and implementation suggestions.In this study,through the research on the group insurance marketing strategy of A Life Insurance Company’s Sichuan Branch,the marketing strategy optimization suggestions were put forward,which helped the company improve its competitiveness in the market competition.In the research practice,the group insurance marketing theory is rarely used,so the theoretical analysis and practice of this study are used to provide reference for the group insurance marketing management in the industry extensive to refined.