Dissertation > Economic > Economic planning and management > Enterprise economy > Enterprise Marketing Management

A life insurance company marketing strategy

Author LiangGuoFeng
Tutor GuYouZuo
School Kunming University of Science and Technology
Course Business Administration
Keywords Life Insurance Service Marketing SWOT analysis Strategy
CLC F274
Type Master's thesis
Year 2011
Downloads 83
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China’s sustained and rapid economic growth provides development opportunity and a broader market for the insurance industry. But Chinese life insurance industry is higher monopolistic, the coverage is very low and competition in the market is fierce day by day, which requires better marketing managements for the life insurance companies.After the Chinese insurance market comprehensive opening, service quality becomes valuable customer strategy between Chinese and foreign insurance companies. The business coverage of Chinese insurance companies is very wide, but after-sales service is poor which leads customers to distrust of insurance companies, and affects the Chinese insurance industry to build customer loyalty. At present, Chinese insurance companies have many problems, such as the products are highly concentrated and similar, marketing operations are lack of standardization, marketing system still needs some improvements, the lack of innovation in the marketing strategies and so on. Because of the insurance products’homogeneity and the similarity in Chinese and foreign insurance, the service marketing strategy level plays a very important role for insurance company management. Thus, the problem that solves urgently is guiding the Chinese insurance companies to adapt to the new situation, improving service marketing strategy and level.This thesis explores the issues regarding the service marketing strategy of Chinese life insurance companies. It proposes the service marketing strategy of A Life Insurance under the guidance of insurance marketing services theory and system research, which is based on insurance service marketing research. Firstly, this paper introduces the current development status of insurance market especially life insurance market, the life insurance marketing strategies especially the service marketing strategy. And analysis present service marketing situation and the existing problems of A Life Insurance company management. Secondly, it analyze A Life Insurance’s market situation based on the current insurance market and market potential. It also analyze management situation of A life insurance company with SWOT tools from product varieties, marketing team and service personnel, marketing system, target market and sales channels, finds out the problems and propose the develop strategy suggestion of service marketing.

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