中国人寿江西省分公司营销策略分析-marketing strategy analysis of jiangxi branch of china life insurance company.docxVIP

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中国人寿江西省分公司营销策略分析-marketing strategy analysis of jiangxi branch of china life insurance company.docx

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中国人寿江西省分公司营销策略分析-marketing strategy analysis of jiangxi branch of china life insurance company

贵州贵州大学工商管理硕士学位论文中国中国人寿江西省分公司营销战略研究 PAGE PAGE 5 PAGE PAGE 6 Summary Our country joins the WTO queen , is sure that step is accelerated marketplace open up both internally and externally , either internally or externally and Chinas insurance industry faces huge changes. Although located in the less developed area of central of China, JiangXi Province has already been and will continue face the intense competition of insurance industry in the next few years. China life JiangXi branch, which always been the market leader, the market share of it has been decreased from 100% of 1980 to 57.9% by the end of 2008. Undoubtedly, the entry of new competitors will cause the structure of entire industry to be changed. Consequently, in order to ensure the China life JiangXi branch can still be in the market leader position. It is urgent for the company to slow down the speed of market share shrink as much as possible and ultimately maintain a stable market share. To aim at this issue, this article will based on the current marketing situation to do an analysis regarding companys strategic goals in the marketing, market positioning, new product promotion, service awareness and marketing issues in the marketing channels. In the market environment analysis, this article combines the overall economic environment and development trends of JiangXi province to find out the demand of the market. Based on the overall supply of insurance and insurance kind analysis of JiangXi province, it can be concluded that the insurance development of JiangXi Province is insufficient. In the analysis of competitive situation of China Life Company, based on the analysis of company’s internal resources and competitor current situation, it can be concluded that the advantages of China Life Company include company’s reputation, marketing network, business scope, however, the main disadvantages which the company have are employee competence, management mode and business mode. Moreover, on the basis