| With the further development of the aging degree of China’s population,the pension issue has been widely concerned.The supplementary role of personal commercial endowment insurance is gradually increasing,the demand of China’s pension market is further expanding,and the commercial pension insurance of China’s insurance industry has ushered in a huge market opportunity.In the current old-age security system,TA Insurance Sichuan Branch,as the subsidiary of TA Group,a professional insurance company that fully connects with the three pillars of the national medical and nursing system,has rich enterprise resources.But in the current personal commercial pension insurance service marketing performance,it did not occupy the market advantage,the company faces insufficient product competitiveness,marketing and promotion channels,insufficient professional degree and poor customer service perception,the company needs to through the marketing strategy improvement and optimization,solve the current service marketing problems within the company.This thesis combines theoretical research,data collection and analysis and practical experience,and takes TA Insurance Sichuan Branch as the research object to study the marketing strategy of personal commercial endowment insurance products and services.Firstly,the thesis expounds the important role of the aging population and personal commercial endowment insurance in China’s pension security system,determines the research topic and analyzes the research significance;secondly,through the research on personal commercial endowment insurance,the development of commercial endowment insurance,demand influencing factors and marketing theories,to provide a theoretical basis for the subsequent studies.In the study,I use PEST analysis method to get the enterprise macroscopic environment analysis,secondly use the Porter’s Five Forces Modell to analyze the industry competition environment,after the expounding of current marketing situation and through questionnaire survey and analysis found that enterprise service marketing is facing product lacks of competitiveness,rigid price system,unbalanced development of marketing channels,imperfect promotion activities and channels,staff professionalism to be improved,insufficient physical evidence and imperfect process system,finally based on 7Ps theory service marketing strategy suggestions,combining strategy with the status to provide safeguard measures.Carrying out the marketing research of commercial endowment insurance service of TA Insurance Sichuan Branch can help the company improve its performance and enhance its marketing ability in commercial pension insurance.At the same time,it also has the practical reference value for the same type of enterprises. |
