The Marketing Study Of The PICC Property And Casualty Co., Ltd Guangzhou Branch

The development of China's insurance industry is with a short-term experience, thirty years. Developed step by step, the industry is from monopoly to competition, from partial competition to full competition countrywide, from domestic competition to international competition. Meanwhile, due to China's obligation to WTO-related commitments, the scale of China to open up its insurance market will continue to increase. Because of the fundamental stage of the industry, present Chinese insurance companies is facing great amount of questions, such as a concentrated and high-similarity of the products, an inadequate marketing system, un-standardized marketing operations. With the trend of full international competition, challenges and opportunities are the both side of the issue. In certain circumstance, as the nation's largest insurance companies - The PICC Property and Casualty Company Ltd. is typical of Chinese-funded insurance companies, which should adapt to the new situation, shift the focus to developing the core competitive values, so as to ensure their market position and win a sustainable competitive advantage.This paper proposes a market-oriented strategic plan, for which the company should target in its organization, skills, resources, and its various changes in market opportunities in between to maintain a viable adaptive management process. Secondly, we analyzes the content and characteristics of the insurance market, followed by Guangzhou City area based on the insurance market of the PICC Guangzhou Branch of the marketing situation, and we also study the marketing process in the external environment. Finally, we presented the strategic plan's goal to create and constantly modify the business, products, services and information, in order to obtain the targeted profit and development, PICC should be innovative to marketing ideas, products and services, to promote the reputation of the brand, and to strengthen the customer relationship and channel development, and increase the cooperation with the other companies in the industry, which is especially suitable to Guangzhou Branch of PICC at present.This research directs the future development of the company to increase the company's market competitiveness. The research method is similar to other business marketing strategy formulation and implementation which is also of reference value to them.