Abstract
As China's economy continues to develop steadily, the per capita disposable
income of residents continues to grow, the people’s spending power increases, and
consumer demand escalates. The depth and density of insurance in the insurance
industry in China continues to increase. In 2016, domestic premium income was
approximately 3.1 trillion yuan, and the average annual growth rate was as high as
27.5%, of which, life insurance premium income was approximately 2.2 trillion
yuan, accounting for 70.9% of premium income. In the same year, the gross
domestic product (GDP) was 74.41 trillion yuan, and the average annual growth rate
was 6.7%. The average growth rate of the insurance industry was much higher than
the growth rate of GDP during the same period. It can be inferred that the insurance
industry in China has broad prospects for development. As China’s insurance
industry enters the threshold of entry barriers, more and more insurance agents are
entering the market. The insurance industry is also faced with the status quo of
intensified market competition while gaining rare historical development
opportunities.
In today's increasingly fierce market competition, severe product homogeneity,
and diversified customer needs, insurance companies rely on the extensive
management model of staking enclosures to compete for market share. In this
consumer demand diversification, individualization of the current, how to accurately
grasp and analyze consumer needs, to provide consumers with personalized services
to meet their needs, enhance customer experience, achieve customer satisfaction,
and then cultivate customer loyalty for To lay a solid foundation for the company's
long-term stable and sustainable development is a problem that every insurance
subject must consider and face.
Therefore, the main content of this paper is how to optimize the service
marketing strategy of China Pacific Life Insurance Yudong Branch. Based on the
analysis of China's current macro-environment of the insurance industry and the
status quo of industry competition, combined with the theory of service marketing。