| In recent years,the scale of China’s insurance industry has grown rapidly.However,with the increasing number of insurance entities in Guangdong,as well as the impact of the development of the Internet insurance market and the transformation of insurance business,the competition in the insurance industry has entered a fierce competition stage,and traditional insurance companies have shown a state of sluggish growth.Guangdong S Life Insurance company is an old brand personal insurance company which has been operating in the Guangdong region for 21 years,and it’s market share has been weakened year by year.Other life insurance companies such as Ping An,Guoshou,and Qianhai,which have long occupied a significant share of the life insurance market,are still growing,and the competition is gradually increasing.At the same time,companies such as AIA,the Pearl River Life Insurance and Xinhua Life Insurance are catching up.Guangdong S Life Insurance company is under great pressure from its poor performance and its market share being stagnant.Therefore,it is urgent to adopt targeted and reasonable marketing strategies to improve the market share and competitiveness of Guangdong S Life Insurance.This thesis is based on the Guangdong S Life Insurance Company,and combines STP and 7Ps theories to conduct in-depth research on Guangdong S Life Insurance marketing strategies.It can not only enrich relevant theories from the perspective of the insurance industry,but also promote the development and image enhancement of Guangdong S Life Insurance service marketing,and effectively improve its market share in the face of the rapidly changing market environment.Based on my work experience and the development needs of the service company,I have conducted in-depth and comprehensive research on the marketing strategy of Guangdong S Life Insurance.On the basis of combing domestic and foreign literature,based on the questionnaire and SPSS statistical analysis,further Chi square testing shows that there are significant differences in the repurchase rate among people of different ages,marriage and childbearing stages,and family annual income,with a significant P value lower than0.05.Based on the repurchase rate,using age,annual income,marriage and childbearing stage as indicators,it is proposed that Guangdong S Life Insurance should target high-quality customer groups with annual incomes of 310,000 yuan or more,who are married and childbearing,aged 31 to 40 years.Guangdong S Life Insurance company should cultivate and consolidate this good customer group,and at the same time should explore potential customer groups.Guangdong S Life Insurance company should improve their marketing strategy planning ability and strategic focus,and do a better job in market development and intensive cultivation.At the same time,this thesis also focuses on using PEST analysis model and SWOT analytic method to comprehensively analyze and study the internal and external competitive opportunities and challenges of the Guangdong S Life Insurance industry.In response to the questionnaire and in-depth interview analysis,using market positioning tools to reposition and propose specific marketing optimization strategies based on the theory of 7Ps marketing strategy-product,price,channel,promotion,people,service process and tangible display,which will improve the market share and core competitiveness of Guangdong S Life Insurance company,while at the same time,will make contributions to the industry while becoming an outstanding enterprise. |
