On Insurance, Positioning And Integrated Marketing Communication Strategy

China insurance market has a great potential, though the overall development of Chinese insurance remains at the primary stage. Cultivating people's consciousness of insurance, helping people have a correct understanding of insurance, thus turning the potential needs of insurance into realistic ones has become a very important problem for Chinese insurance industry. The important solution to this problem depends on marketing communication. With China 's accession to WTO, the competition in insurance industry is getting more and more intense. Therefore revealing its characteristic image to the public, creating a competitive advantage of discrepancy has become an important strategy of marketing communication. To carry out this strategy needs insurance positioning; and to maximize the effect of marketing communication needs strategy of integrated marketing communication. As far as I know, there is no one who has taken up this research by combining the theory of positioning, theory of integrated marketing communication and insurance marketing communication strategy in Chinese insurance industry or academic world. This is why I have taken the strategy of insurance positioning and integrating marketing communication as my research subject.By means of consulting reference gooks, visiting and interviewing the personnel, giving out the investigation questionnaire and carrying out on-the-spot investigation, the author makes some relevant qualitative and quantitative analyses. The author has tried her best to be scientific and serious, practical and realistic, to integrate theory with practice.This dissertation contains five chapters. Chapter 1 is an introduction of the research purpose, methods, plans and of the research achievement of some famous scholars in marketing communication. I make an introduction to the basic theories including the function, process, channel and manner of marketing communication in chapter 2; I make an analysis of the present situation of the insurance marketing communication in China and put forward the viewpoint that Chinese insurance marketing communication demands proper positioning and integrating strategies inchapter 3; Chapter 4 analyses the experiences of seme advanced countries in insurance marketing communication and suggests that Chinese insurance shcuid draw upon the experiences from the advanced countries in insurance credit system, marketing communication channel system, insurance marketing and customer service model, insurance marketing communication technology and so on; Chapter 5 is the core of the dissertation in which I set forth my plan of our country's insurance marketing communication strategy: firstly making insurance positioning, then integrating and communicating the positional information. The combination and application of positioning and integrating can maximize the effect of insurance marketing communication. This chapter makes a comprehensive and profound discussion about how to carry out the strategies of insurance positioning and integrating marketing communication from the aspects of insurance industry, enterprise, products, service, advertisement appealing, the professional image of the salesmen, marketing model and the core information of marketing communication, model, channel, structure and lineal strategies, etc. I have put forward some creative viewpoints in the dissertation and I believe that these viewpoints will bring out some enlightenment and reference for the insurance industry and the academic world.