Research On The Marketing Tactics Of Pacific Property Insurance Co.,ltd Xi'an Branch

Under the circumstances of Chinese entry into WTO and deepening western development, Xi'an Branch of Pacific Property Insurance Co.,ltd faces intensified competition due to the entrance of more domestic and foreign insurance companies. As the third largest subject in Xi'an property insurance market, an important problem it presently facing is how to catch market chance and meet the challenge so as to pioneer the market and improve its profitability. Because of the imperfect marketing system, it is urgent for Xi'an branch to further perfect its marketing system, enlarge scale and occupy market through effective marketing tactics, which will lay a foundation for future competition and sustainable development.Based on the insurance marketing theory and practical research of Xi'an property insurance market, this paper studies the marketing tactics of Xi'an branch. Firstly, this paper introduces the present situation and problems it faces. Secondly, the paper analyses the market environment from the present situation, market potential and prospect of Xi'an property insurance market, points out that there is a large property insurance market with wide space in Xi'an. Thirdly, competitors the branch faces are analyzed from competition subject, competitors' advantages and price competition, and differentiated tactics is put forward. Lastly, on the basis of analyzing market environment and competition subjects, this paper raises the integrated marketing tactics combination, including products, price, distribution and promotion tactics following the sequence of marketing research, target market marketing, market positioning and integrated marketing.