The Study Ofservice Marketing Strategyfor ABC Property & Casualty,Shunde Branch

As the globalization is going forward,Chinese market has been open more and more to the world. For a long time, relation-marketing plays an important role in the insurance industry. But as the international insurance companies come, they are bringing in new marketing concepts and models. The native Chinese insurance companies, in order to strengthen their core competitive ability, pay more attention on marketing channel developing,as well as human resource training and managing. Because of the higher living standard and more insurance suppliers for choice, the consumers consider more on the service quality before make the final decision. Service quality has become the main factor for the insurance consuming.This study applied classic cases and research with focusing on the background and main meaning. It briefs service marketing and insurance marketing theories and relevant strategies with indicating research targets, contents and approaches. The research has been both streamlined ABC's present background information and service marketing situation (7P). At the same time, shortcomings and problems also emerged during this research. By using PEST on the macro environment analysis and "five strength model" of Poter on the insurance industry analysis, along with the SWOT of ABC Shunde branch, this articles presents some proposals on service marketing strategy in order to enhance core competition capability. It provides the useful text and case to enhance and maximize the learning for other insurance companies in China.