Research On Marketing Strategy Of The ANBANG Insurance Company Of Jilin Branch

With the rapid development of Chinese economy, Chinese insurance market is developing fast in the regular direction. Meanwhile, Jilin's high-speed economic development also contributed to the insurance market capacity increases. Now, the competition of insurance marketing has become more and more serious. Various kinds of advanced marketing concept and marketing methods enter into the Chinese market, there are also meet many new challenges and questions in the insurance marketing, as the ANBANG property insurance who has just founded for about six years, is also faced this kind of problems. This paper centers on the product's particularity, marketing situation and marketing environment of ANBANG property insurance CO., LTD Jilin branch, so as to find out the suitable marketing strategy and marketing methods for the ANBANG property insurance Jilin BRIn the chapter 1, this paper briefly introduced the situation of ANBANG property insurance Jilin BR. Through the demonstrate of operating data in recently years, it shows that ANBANG property insurance Jilin BR developed, and then introduces the property insurance concept, content and function. At last, it clear the significance of this research, which is to create more economic benefits for the company.In the chapter 2, this paper analyzed the situation and environment of sales in Jilin province. Firstly it analyzes the status of Jilin province insurance product marketing, thus makes it clear that only establish the proper marketing system can the company develop in the competition in the future. Then it analyzes the insurance market and competitive environment of Jilin province insurance market. So as to offer the help to the company in making the marking planning, product, service and business development.In the chapter 3, it clear the STP marketing strategy in ANBANG property insurance, clear the insurance market segmentation, market selection and positioning. Only by this way can the company use the limited insurance formalities fees on the target market. Thus through the determination target market the company can win the advantage situation in the competition.In the chapter 4, the paper analyzes the marketing strategies optimization design of ANBANG property insurance. Mainly analyses the current marketing strategy of policies, products, channel and service this three aspects strategy, This is mainly because the product is to implement marketing and occupy the market important weapon, marketing channel is the connection of producers and consumers' Bridges, service is the product in psychological demand sum and soul, and then it proposed to strengthen the development of new products, which should suit for the customer satisfaction, forward-looking for high-end customers, and the price is reasonable for the purpose, to strengthen the construction of the channel such as the coexistence of personal agent, telephone and Internet marketing etc. Insist that service innovation is to stick to the customer first forever, service supremacy forever, then take it into heart and steadfastly do it, thereby the ANBANG property insurance company can has a good prospect of development.Through the full paper we concluded that the basis of successful of marketing is found the suitable insurance product for the customer, if it can not fit the customer's demand then everything is none of use, therefore, the right way of market strategy is that let customer understand the insurance and convenience of insure. It is necessary that high quality insurance service be used in the marketing strategy.