Research On The Marketing Strategy Of Individual Insurance Business Of D Life Insurance Company Henan Branch

As an important supplement to the social security system,insurance is receiving increasing attention.With people’s growing concern for their own physical health and safety risks,social awareness of insurance has also been increasing.Numerous insurance companies have entered the market,making market competition unusually intense.However,some insurance companies still insist on some traditional marketing strategies,such as population dividends and personnel tactics,which leads to poor marketing efficiency.At the same time,these companies attach too much importance to product-centered marketing methods and neglect the maintenance of customer relationships.Such practices not only result in the loss of a large number of customers but also hinder the development of life insurance business.Therefore,we must pay attention to improving the marketing strategy of the individual insurance business to effectively obtain customer recognition and support.This article is based on D Life Henan Branch,conducting data research on personal insurance business and discussing the problems existing in personal insurance business marketing.Furthermore,the article analyzes the competitive environment of personal insurance business marketing and evaluates the opportunities and threats of personal insurance business marketing.The comprehensive research results show that D Life Henan Branch should adopt a growth strategy and formulate personal insurance business marketing strategy by using the 4R marketing theory.It is found that the main problems facing D Life Henan Branch are the differentiation of the personal insurance market,a single product structure,and the unclear distribution of new basic law benefits.After analyzing D Life’s marketing environment,it is believed that the marketing of personal insurance business should start from customer needs and focus on establishing and maintaining relationships with customers.D Life should focus on meeting the diverse insurance needs of customers,implementing customized product strategies,and using network technology to build a unique service system.In addition,the company should establish a multi-win ecosystem between the enterprise,agents,and customers to achieve sustainable development of D Life Henan Branch.The aim of this research paper is to enrich the study of individual life insurance business marketing cases,improve the marketing level of D Life Insurance Henan Branch,promote the further expansion of its individual insurance market,and have certain enlightening significance for the development of individual insurance business of other life insurance companies.