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The Research on Marketing Strategy for A Life Insurance Company in the Market Transition Background

Author: WangZhaoHua
Tutor: WangXingQuan
School: Lanzhou University
Course: Management
Keywords: Life insurance Marketing Strategy SWOT analysis 4C theory
CLC: F842
Type: Master's thesis
Year: 2011
Downloads: 138
Quote: 0
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Abstract


In 2009 , China's insurance industry premium income exceeded one trillion yuan , to become a major global insurance major powers . The high speed of China's national economy continued to develop steadily to the development of the insurance industry to provide a strong impetus to the Chinese insurance industry is in the best period of development , but the external environment faced by the development of the industry than ever before have undergone great changes . Insurance the main growing increasingly competitive market ; increasing awareness of public insurance , also continued to increase dissatisfaction with insurance services ; continue to extend the insurance function , the image of the industry but the increasing decline . Phenomena show that China's insurance market has entered a complex market in transition . Corresponding with the rapid development of the national insurance industry premium income of Gansu Province in 2009 also successfully exceeded 10 billion mark , is entering a new stage of development . A life insurance company of this study is the Gansu province opened the longest , the largest , most comprehensive marketing elements of a life insurance company . Since its inception, relying on its own brand , technology , resources and other advantages made ??considerable progress, however , with the development of the market in recent years, but there has been market share continued to decline , slow revenue growth , operating costs have continued to rise , marketing increasingly difficult issues such as . A life insurance company in the context of market transformation , as the the largest main body of the Gansu life insurance market , how to seize opportunities , meet challenges , and to further explore the market in the fierce market competition , improve efficiency and become the company is currently facing a major issue . Insurance marketing theory -based marketing research to the insurance market , has made ??a systematic study of A life insurance company's marketing strategy . The article first introduces the research background and research methods , and then in a review on the basis of relevant marketing theory , highlights and analysis A life insurance company marketing, business development status , opportunities and threats faced by the marketing of the company's own strengths and weaknesses and marketing existing problems, the last from the development of Gansu insurance market reality 4C theory , the use of marketing theory , proposed marketing strategies to promote the development of the A life insurance company marketing business .

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CLC: > Economic > Fiscal, monetary > Insurance > China's insurance industry
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