Dissertation Submitted to
Hebei GEO University
The Master Degree of
Here Is The Specialty You Engage in
Research On Service Marketing Strategy Of Individual Insurance
Business For H Insurance Hebei Branch
Supervisor: Prof. Meng Yuling
Associate Supervisor：Li Bingliang
In Hebei Province, insurance enterprises are everywhere, the competition is extremely
fierce, in all insurance enterprises, H insurance companies as Hebei Province has a relatively
high share and relatively difficult management, in the local market. Along with the increase
of the main body of competition in Hebei insurance market, the industry competition is also
beginning to intensify, and the Hebei branch of H insurance company is facing many
challenges. Its original service marketing strategy needs to be changed according to market
demand. Only by accurately grasping and analyzing consumer demand and implementing
differentiated service marketing strategy according to different consumer needs and striving
to improve the service level of individuals and companies can we win customers and markets.
In Hebei Province, insurance companies are everywhere, and competition is fierce.
Among all insurance companies, H Insurance Hebei Branch has a relatively high market
share in the province, a relatively large scale of manpower, and a life insurance company
with certain management difficulties. . With the entry of more and more major companies in
the Hebei insurance market, competition in the industry has become increasingly fierce, and
H Insurance Hebei Branch is facing many challenges. Its original service marketing strategy
lacks pertinence and precision, and it is urgent to implement differentiated service marketing
strategies according to the needs of different customer groups. Only by continuously
improving its brand competitiveness and product characteristics, and improving service
levels, can we gain a foothold in the market.
In view of this, this article adopts research methods such as questionnaire survey and
interview method, and takes H Insurance Company Hebei Branch as the research object.
From the perspective of 7P strategy, this article studies the problems of its service marketing
strategy and proposes solutions. The thesis first analyzes the marketing environment of H
Insurance Company Hebei Branch; secondly, under the premise of clarifying its positioning,
the current status of service marketing and existing problems of key companies are studied,
mainly from product innovation, price advantage, and channel Questions are raised in the
aspects of construction, sales promotion, personnel quality, customer service process, etc.,
and finally corresponding improvement measures are proposed.
The main conclusions of the thesis are as follows: (1) Found the current problems in the