Strategy On Marketing Management Of Property Insurance For Home Of PICC Property And Casualty Company Limited, Lanzhou Branch

In recent years, as the market of insurance is gradually opening, the insurance agents are more and more, which makes the competition stronger and stronger. In this situation, PICC Casualty and Property Company Limited, Lanzhou Branch must depend on its advantages on brand, technology and resource and so on to develop some kind of insurance for benefit. However the property insurance for home is such a kind with some characteristics of amplitude policy-holders and low premium rates. Therefore developing the property insurance for home is very important for using for reference of the PICC Casualty and Property Company Limited, Lanzhou Branch's .orientation in the market. But in the marketing on the property insurance for home of PICC Casualty and Property Company Limited, Lanzhou Branch exist many problems. For example, the way of advertising and strategy of public relations are very simple;mining of the latency clients is ignored;maintenance of the existing clients is ignored etc. Herein we must establish an available strategy for marketing based on the severe analysis of the market, thus we can obtain the advantages in the situation of severe competition.In this thesis, via analyzing the management of the market on the property insurance for home in Lanzhou and the SWOT of marketing for the property insurance for home of Lanzhou Branch of PICC, from the practical fact of market of insurance in Lanzhou, we fix on a target market. Basing on the basic characters and the behavior of the consumption in the objective market, adopting the combination of the theory with practice, we devise a conformity marketing strategy including product, price, channel and service et al. This thesis can provide a reference strategy for the marketing of the other products of insurance by discussing the strategy of the marketing of the property insurance for home of Lanzhou Branch of PICC.