The Research On Marketing Mix Strategy Of Cigna & CMC Guangdong Branch

Insurance companies face fierce competition. Products are almost the same, and cost become higher and higher. The huge insurance companies become more and more powerful, and it gave small companies more threaten. Because Sales & serves department of Guangzhou will be Guangdong branch in 2010, it is a good time to study every element of it and make a new marketing strategy.In the first of this paper, the theories will be presented. After then, the external environment, such as political, economic, social and technological environment is pointed out based on PEST theory. The internal environment of the two samples, from organizational structure, enterprise culture to marketing strategy is indicated carefully. After that, the strengths and weaknesses of them are discussed, the opportunities and threatens are summed up based on the SWOT analysis method.After pointed out for every element of them is studied thoughtfully, the new marketing strategy is: exclusive other competitors in China Merchants Bank Guangdong Branch; launch business in Pearl River Delta; to be leader of high end market.