Research On The Marketing Strategy Of A Property Insurance Company Zhuhai Branch

After over20years of rapidly development, Zhuhai branch of A property insurance company has initially established a comprehensive marketing system, but there are still some questions, such as market positioning is not clear, marketing idea behind, single marketing channel, and promotion means inefficiency. So, how to innovate and expand marketing concept, establish actual marketing strategy, ensure the market position of prominence have became important subject of the company of sustainable development.At first, this paper analyzes the connotation and characteristics of insurance marketing, and then starting from A property insurance company zhuhai branch’s current marketing system and its existing problems, on this base of analyzing the company’s internal and external marketing environment, this paper come up the market positioning for A property insurance company zhuhai branch, and puts forward the "customer oriented" marketing mix strategy framework matches the company. This paper base on the main ideas of the4Ps,4Cs and4Rs theory, comes up that Zhuhai branch of A property insurance company should construct combination marketing strategy with customer oriented:Firstly, implement product portfolio strategy, and constantly extend a new products. Based on the dynamic changes of the market demand, implement product innovation strategy. Secondly, according to the customer, regional and insurances, etc, to make the difference price strategy. Thirdly, perfect the marketing channel mode which relies mainly on the direct channel while making the middle channel (insurance agent and insurance broker) subsidiary innovating insurance sales model and promoting the application and development of the directmarketing of insurances. Fourthly, constructure quaternity sales promotion system including personnal promote, advertisement, public relations and business promotion, effectively provide insurance information and guidance, stimulate consumption of insurance. Fively, set up the service idea of customers foremost, implement standard service standardization management. Strength and improve the service quality and improve the company claims quality and improve market reputation.To ensure the implementation of the marketing strategy framework, Zhuhai branch of A property insurance company should build up the corresponding security measures, such as establishing a rapid response mechanism, restructuring business processes, organizing a high-quality marketing team and improving the human resource management system.