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The Research of Marketing Strategy for Chinalife-CMG Insurance Co., LTD

Author: TongShiChuan
Tutor: ChenXiMin
School: Northwestern University
Course: Business Administration
Keywords: Life insurance Insurance marketing Marketmg strategy Innovation
CLC: F842.3
Type: Master's thesis
Year: 2006
Downloads: 369
Quote: 0
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Abstract


With the deepening of WTO agreement, foreign life insurance companies swarmed into the Chinese market. Comparing to the advanced countries, Chinese life insurance industry made a later start and had some problems like insurance product is highly intensive and similar, market system is incomplete, market activity lacks standardization and marketing strategy needs innovation. So how to make the Chinese-foreign joint life insurance companies adapt the new condition, improve their marketing strategy , and avoid the common defect of joint ventures, inadaptable in China, are the problems badly need to be solved.Based on the above problems, the author started the paper with the general introduction of insurance market theories as the theoretical foundation and followed by the analysis of the experience of advanced countries in this field as a reference for Chinese companies to catch up with them and go beyond them, then the author analyzed the status in quo of the marketing in CMG Company and analyze the internal and external environment for the company’s development in marketing Finally, the author made proposals for strategy-choosing of CMG Company under new environment of how to update the marketing concept, extend the insurance scope and service, strengthen the organizing of talent team, and

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