Strategy On Marketing Management Of Property Insurance For Road Cargo Transportation Of PICC Property And Casualty Company Limited, LANZhou Branch

In recent years, with the gradually opening up of the market of insurance of China, the insurance agents are more and more, which makes the competition increasingly sharper. The beneficial result of traditional car insurance and property insurance of domestic property insurance companies reduces very much, in this situation; insurance company must depend on its advantages on brand, technology and resource and so on to develop some kind of insurance for benefit. The Road cargo transportation insurance is just a kind of insurance like that.And Road cargo transportation insurance is an important insurance to PICC Casualty and Property Company Limited, Lanzhou Branch's business income, however, the lack of marketing strategy and strategy mistake greatly affected the company benefit achieved. 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 Road cargo transportation insurance in Lanzhou and the SWOT of marketing for the Road cargo transportation insurance 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 Road cargo transportation insurance of Lanzhou Branch of PICC.