Research On The Optimization Of Service Marketing Strategy Of Individual Insurance Business Of Sunshine Life Insurance Company In Shaoxing Market

As one of the financial troika,insurance,which is undertaking greater social responsibility since the reform and opening up,has been attached more importance by the government.Meanwhile,residents’ change in consumption concept and increasing income have accelerated the development of insurance industry.After meeting the basic protection needs of themselves and their families,consumers gradually demand for comprehensive services of life insurance companies and diversified protection functions of life insurance products.Life insurance companies face not only the expansion of consumer demand,but also the influx of increasing industry competitors into the market.The way of meeting the growing needs of customers,stabilizing customer groups with its unique competitive advantages and developing the target market better have become problems that life insurance companies need to study and solve at present.In order to further expanding its market share,Sunshine Life Insurance Co.,LTD.Shaoxing branch urgently needs to analyse,optimize and upgrade its current marketing strategy.Taking Sunshine Life Insurance Company as its research case,this thesis themed around the marketing strategy optimization of Shaoxing insurance business,and studying through academic methods of literature research,case analysis,quantitative analysis and market investigation.Firstly,the author found existing problems by analyzing marketing status of personal insurance business in Shaoxing market and questionnaire survey.Secondly,this thesis analyzes macro-environment and micro-environment and thus objectively shows the challenges met by Sunshine Life’s personal insurance business in Shaoxing market.Then,the thesis evaluates the development direction of the company’s marketing strategy via SWOT analysis.Thirdly,STP marketing strategy is used to analyze and optimize market segmentation,target market optimization and market positioning.Finally,on the base of 7Ps marketing theory,this thesis proposes specific marketing strategy optimization schemes from the perspective of product,price,channel,promotion and service marketing,and then adoptssupport of system,personnel,technology and organization,as the supporting measures for optimizing marketing strategy optimization.This thesis comprehensively use marketing theories and methods,combineing opportunities and challenges met by Sunshine Life Insurance’s marketing environment in Shaoxing market,and proposes optimization plans and safeguard measures for the current marketing strategies.It provides reference for the company to further enhance its competitiveness in Shaoxing market.On the other hand,it can also be a marketing reference for other life insurance companies to developing Shaoxing market.