The Study On The Marketing Tactics Of PICC P & C

With the maintained steady and rapid development of China's economy, China's insurance industry has a good macroeconomic fundamental. The Chairman of CIRC Wu Dingfu mentioned in the his" The situation the insurance industry is facing":During the twelfth five year planning, chinese insurance industry is still in rapid development." This is PICC P&C's opportunity.Meanwhile, PICC P&C faces the situation that the amount of the competing companies is becoming large. PICC P&C's market share fell year after year. This is the challenge.This thesis attempts to finding the way to grasp the opportunities and meeting the challenges by make a research on the recent marketing tactics of PICC P&C.Compared with foreign property insurance companies, China's property insurance companies are at a disadvantage on the facets of financial, operational concepts, management and marketing. Particularly in marketing, the way of selling of China's property insurance company is basically a personal agent-based, they tend to adopt door-to-door retailing. But the foreign companies tends to agents, brokers, bank and insurance cooperation, network marketing, etc. if we don't improve the company's marketing of the level of property insurance quickly, property insurance companies in China will be difficult to take a favorable position in the competition. Therefore, at present, it is very important for property insurance companies in China to strengthen the marketing concept and to enhance the marketing skills.Based on the above background, this thesis analyzes the status of the insurance marketing at home and abroad, then analyzed the marketing problems PICC P&C. Based on above, finally, I proposed the new marketing strategy of PICC P&C.