Guizhou Province Sunshine Property And Casualty Insurance Company Marketing Strategy Research

Business insurance is the most important part of the social insurance, which has the special meaning and the important function. Insurance in China has made an obvious development in the past twenty years, while it has some disadvantages. After China being the WTO membership, the Chinese insurance companies must fact the direct competition with the foreign counterparts and must share the playing rules in the same international insurance system. Although the twenty years' development, it is still some parts needed research and discussion in the fields like scales and regulated. In that way, the Chinese insurance should handle the current situation to shorten the development gap and improve the international competition capability between China and its foreign competitors. There are some achievements while we should not slide over its new problems and new difficulties.The paper is studying on the marketing strategies of the Guizhou Sunshine Treasure Insurance Company, which was established in July 2006. First, it briefly reviews the national insurance development history, and probes the periodical features in the initial stage of the Chinese insurance, analyze its macro circumstance and competition. It raises the opportunity and challenge after the detailed analyses of 4P marketing combination theory, SWOT method and competition trends. It also gives the market strategies on the company's management situation and problems.The Guizhou Sunshine Treasure Insurance Company must choose the differential development way, which is directed by the demands of the market, and fulfills its comprehend marketing system. At the same time, the other methods like new products, quality product, inside management, quality service are should be conducted to promote its progress.