Use swot analysis to clarify the company's current strengths and weaknesses, as well as market opportunities and threats. Through STP analysis, the life insurance market is segmented, the target market is selected, the target market is formulated, and a new 4ps marketing mix strategy is formulated for the life insurance business of Taikang Group.SWOT analysis is used to identify the company's current strengths and weaknesses, as well as market opportunities and threats. Through STP analysis, the paper subdivides the life insurance market, selects the target market, formulates the target market, and formulates a new 4Ps marketing mix strategy for Taikang group's life insurance business.