Research On The Marketing Strategies Of Logistics Insurance Of PICC Property And Casualty Company Limited, Tianjin Branch

With the continuous development of Chinese insurance market, the number of Tianjininsurance agents is increasing, and the industry competition pressure is rise continuously.However, the fast development of logistics industry bings a great market for logistics insuranceof insurance companies. Due to the decreasing profit of traditional insurance types, the insurancecompanies have to fully use their own resouces, find and develop new benefit-oriented insurancetypes, and logistics insurance is one of them. Logistics insurance is one of the most importantbusiness for PICC P&C, Tianjin Branch. But, the company did not make a practical andeffective insurance marketing strategy, and caused a negative influence for company’s benefit. Inorder to survive and hold advantage in the fierce market competition, PICC P&C, TianjinBranch has to survey and analysis the insurance market, and make a effective marketing strategy.In this thesis, it detailedly surveys and analysises the logistics insurance market and finds itsexisting problems. It adopts SWOT to analysis the logistics insurance marketing environment ofPICC P&C, Tianjin Branch, and makes a corresponding target market for its logistics insurance.Theory with practice, based on the analysis of target market, make a logistics insurancemarketing strategy, including product strategy, channel strategy, price strategy, service strategyand promotion strategy. And make guarantee for the realization of marketing strategy from fouraspects, including talents, resources, technology and management. The paper deeply analysisesthe logistics insurance marketing strategy, it brings a new thought for other products’ marketingof PICC P&C, Tianjin Branch, and lays a foundation for the corresponding insurance productbusiness.