作渠道，争取多渠道增加产品的市场覆盖面。促销策略包括加大广告投入、举办乡
镇促销活动、吸引目标市场特定消费群体等方面，以提升品牌在当地的渗透力。服
务人员策略包括加强内训管理、提高团队凝聚力、招聘高素质年轻人员，以培养营
销人员专业性。有形展示策略包括丰富宣传形式、提供优质服务、提高促销活动档
次、发挥门店宣传作用、改善产品推介活动内容，用来刺激消费者感官以维持品牌
良好形象。服务过程策略通过服务过程设计和提高客户参与度提升消费者满意度。
本文最后从人员团队保障、组织内控保障、技术支持保障三个方面提出了营销策略
保障措施，以确保提出的营销策略能够顺利落地。
关键词：平安人寿台儿庄支公司；营销现状；营销策略
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Research on Marketing Strategy of Pingan Life Insurance Taierzhuang
Rranch
Abstract
In recent years, with the rapid development of China’s insurance industry, the urban
insurance market has basically entered the saturation period, most insurance companies
begin to make the expansion of thecounty insurance market as an important strategic
direction. Life insurance, as an important part of insurance, has been playing an important
role in improving China’s social security system and improvingnation health. With the
improvementof‘county residents’livingstandards,insuranceawarenussisalso
constantlystrengthened,countyinsurancebranchesarefacingunprecedented
development prospects. It is of great significance to explore the marketing strategy of
county life insurance branch to improve the penetration of insurance in China. This paper
conducted the field research and interview with Pingan life insurance Taierzhuang brance,
and grasped themarketing situation andexisting problems. As atypical insurance
company at the county level, Pingan life insurance Taierzhuang branchhas the common
development problemsin thecurrent countyinsurance branches,such asdifficult
perfomance, strong staff mobility, weak internal management and low professional ability.
The internal problems have seriously affected the healthy development ofthe branch. In
addition, the product isomorphism of many external insurance companies leads to the
cult-throatcompetition.Pingan lifeinsuranceTaierzhuangbranchurgentlyneeds
applicable marketing strategies to stimulate new development momentum.
On the basis of reading and sorting out a large number of literature materials, this
paper uses the current marketing related theories as the research methods. This paper first
describes the research background, significance and research status at home and abroad,
and then introduces the research content and research methods.The following analysis is
the marketing status and thecurrent marketing environment of thebranch company, the
marketing status analysis includes basic overviewof the branch,the enterprise culture,
marketing status and problems, internal factor evaluation matrix. Thecurrent marketing
environmentanalysisincludesmacro-environmentalanalysis,consumeranalysis,
competitor analysis, external factor evaluation matrix. Finally, SWOT analysis method is
used tosummarize theadvantages, disadvantages,opportunities andthreats inthe
marketing environment to determine thefuture development direction of the branch
company, as the basis fordeveloping marketing strategies. Accordingto the above
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research contents, STP marketing strategy is used to accurately locate the target market
and market positioning, then based on the 7Ps marketing theory, this paper developed the
appropriate marketing strategy for Pingan life insurance Taierzhuangbranch from seven
aspects: productstrategy, pricestrategy, place strategy,promotion strategy,people
strategy, physical evidence strategy, process strategy. The product strategy includes show
the differentiation advantages of product and cater to the local market needs to improve
the competitiveness ofthe product market andpromote the product.Price strategy
includes saving customer costs, increasing product added value, and improving customer
serviceexperiencewithoutchangingproductpricing.Placestrategyincludes
consolidating agent channel, developing broker channel, network sales channel, explore
cooperation channels with medical institutions and travel agencies, and strive for multipe
channels to increasethe market coverageof products.Promotion strategyincludes
increasing advertising investment, hold township promotion activities, and attract specific
consumer groups in the target market, so as to enhance brand penetration in the local area.
People strategy includes strengthening internal training management, improving team
cohesion, recruithigh qualityyoung personnelfor improvingmarketing personnel
professional. Physical evidence strategy includes diversified forms of publicity, providing
quality services, improve the level of promotional activities, play the role of sales shop
publicity, improve productpromotion activitiesto stimulate consumers’senses and
maintain a goodbrand image. Process strategy throughservice process design and
customer engagement to improve customersatisfaction. Finally, this paper putsforward
the marketing strategy safeguard measuresfrom the three aspects of personnel and team
guarantee, internal control guarantee and technicalsupport guarantee, inorder to ensure
the marketing strategy can be successfully implemented.
Key words: Pingan life insurance Taierzhuang branch; marketing situation; market
strategy
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