Research On Differentiation Marketing Strategy Of YG Property And Casualty Insurance Co.,Ltd.

With the rapid development of China's insurance industry, there are more entrants to this market and the competition increasingly fierce. For maintain and expand market, to make and implement a suitable marketing strategy is a valuable project in the development of an insurance company.In the thesis, the author set YG P&C Insurance Company as a research object, made an in-depth analysis on its marketing environment, and then combined marketing management theory, proposing differentiation strategy and tactics to YG Company. The article is divided into six parts. The first part is the preface which including the research background, subject, content, significance, method and structure. The second part is the summary of marketing strategy theory in insurance industry, which illustrated the character of insurance product and the marketing strategy of insurance industry. The third part is the analysis of marketing environment. The author used PEST, Five Forces tools to analyze external environment, and making the external factor evaluation matrix (EFE), then analyzed the internal resource and capacity of YG and making the internal factor evaluation matrix (IFE). The fourth part is the selection and design of marketing strategy. Using SWOT model, the author pointed out the opportunities and threats, strengths and weaknesses of YG, and found out the differentiation marketing strategy is the optimal option. The fifth part is the specific projects of differentiation strategy of YG, including organizational structure, performance evaluation, channel innovation, customer service etc. The sixth part is the conclusion.The author used the research methods which include the qualitative analysis, quantitative analysis and statistic analysis, and proposing the differentiation strategy could be implement in the aspects of brand, market segments, products, people, services and channel to improve competition.This research will provide a reference to YG Company in making marketing strategy, and to bring inspiration and ideas to other emerging insurance organizations is also expected.