In today's world, the difference of products among enterprises and the development of new products are the key to the success of enterprises, and the market positioning and marketing strategy are as important as the research and development of products. This means whether the marketing strategy of the enterprise is successful or not, its significance is far-reaching. Life insurance marketing is the fundamental guarantee for realizing the growth of life insurance business, establishing a good modern corporate image and ensuring sustainable operation. In the past 10 years, Chinese life insurance enterprises have developed rapidly. With the change of the external environment of China's life insurance industry, the main body of competition is gradually increasing, especially after China's entry into WTO, the competition of life insurance industry is becoming more and more fierce, and the formulation and implementation of service and product marketing strategy of life insurance enterprises. It is particularly important for the development of life insurance industry. The purpose of this paper is to study the formulation and practice of service and product marketing strategy of life insurance enterprises. Based on the actual development of life insurance marketing in China, combined with the relevant theories of life insurance marketing, taking the present situation and future development strategy of marketing of China Life Insurance Co., Ltd as the breakthrough point, this paper makes a more systematic and in-depth study and discussion on the establishment of marketing strategy and strategy of China Life Insurance Co Ltd.
Keywords: China Life; Service; Marketing Strategy;.
