| During 2007 to 2009 in the global financial crisis, also called the world financialcrisis, sub-prime mortgage crisis, credit crisis, but also named The Financial Tsunamiand the Wall Street Tsunami from 2008. Since the sub-prime mortgage crisis,investors began to loseconfidence in the value of mortgage-backedsecurity, causinga liquidity crisis. Even if many of the country central banks repeatedly injected hugeamounts of money to the financial markets, could not prevented the outbreak of thefinancial crisis, and eventually lead to a financial crisis began to out of control, so thata number of very large financial institutions failed or be taken over by thegovernment.The financial crisis takes severe challenges to the reform and development ofthe Chinese insurance industry, firstly is the challenge of economic slowdown,especially some domestic insurance companies have encountered serious financialcrisis. Secondly is severely fluctuating challenges of financial market that broughtgreat pressure to the sufficient assets, management and risk prevention of theinsurance industry. Thirdly is interest rate cycle challenge, increased the challengesof matching assets that brought on the difficulty of matching assets and liabilities,increased risk.At the same time, financial crisis breeds opportunity indeed, the post- crisis eraChinese insurance industry will usher in a new development pattern. This financialcrisis have taken significant adjustments in the global political and economic patterns,created a historic opportunity for Chinese economic and the rise of Chineseinsurance industry, with the rise of the Chinese economy, Chinese insurance industrycould significantly speed up to catch-up the developed countries. Financial crisiscontributed to accelerating the restructuring of Chinese insurance industry, changed in business structure and growth mode, in the Chinese property insurance market,only by strengthening the research on market marketing strategy, that could becontinually promote the sustainable development capability of property insurancecompanies.This paper based on the research on the correlation of insurance marketingresearch theory and the analysis of Jilin insurance market, emphatically research onthe property insurance marketing strategy of Pacific Insurance Company. In order toimproving the competition ability of Pacific Insurance Company in Jilin propertyinsurance market, by this method, also for stimulating various property insurancecompanies to set up a modern marketing system warm discussion, furtherexploration for China, Jilin insurance market on property insurance marketing system,continuously improve the core of our national competitiveness in the insuranceindustry, be well placed to withstand the world financial crisis impact on the entireinsurance industry, contribute to achieve the stable and healthy development ofChinese insurance industry in " post- financial crisis" era.The basic content and frameworkBased on the investigation of Jilin property insurance market, this paper hascarried out a marketing strategy research on Jilin Province Pacific PropertyInsurance Co., The dissertation consists of six chapters:Chapter One: IntroductionChapter Two: Insurance Marketing TheoryFor the insurance marketing concept, connotation and characteristics, it alsointroduced and analyzed the basic content of insurance marketing managementbriefly. That insurance marketing management including market environmentanalysis; marketing research strategy; target market marketing strategy; marketlocalization strategy; conformity marketing strategy. It emphasized to import brandmarketing concept in marketing mix strategy concept.Chapter Three: The marketing situation of Jilin Province Pacific PropertyInsurance Co. It has introduced the nearly 3 years'management situation of Jilin ProvincePacific Property Insurance Co.: analyzed the Pacific property insurance companymarketing mechanisms, and analyzed the existing problems in marketing.Chapter Four: Analyzing the faced marketing environment of Jilin ProvincePacific Property Insurance Co.This chapter has analyzed the marketing environment of Jilin province propertyinsurance market, then it introduced market subject and the object, analyzed theproperty insurance marketing characteristics, also it analyzed and prospected forJilin insurance marketing potential and prospect.Chapter Five: The marketing strategy of Jilin Province Pacific PropertyInsurance Co.It has analyzed the present competition situation of Jilin province propertyinsurance market, And also analyzed the competitive advantages of PacificInsurance's main competitors, People's Insurance Company and Ping An InsuranceCompany, then pointed out the Pacific Property Insurance Company's competition strategy should be differentiation strategy.Chapter Six: The countermeasures and suggestions for accomplishing thePacific Property Insurance Company's overall marketing strategy.This chapter carried on the marketing analysis in the marketing research, andproposed countermeasures and suggestions for the existing problems in PacificProperty Insurance marketing. Based on research for the target market and marketlocalization strategies, it carried on the product strategy analysis, the price strategyanalysis, the retailing strategy analysis and the promotion strategy analysis, Putforward the Pacific Property Insurance Company's marketing strategies.Conclusion... |
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