Research On Marketing Strategy Of Automobile Insurance Of PICC,Quanzhou Branch

Along with the rapid development of China’s automobile industry, automobile insurance market has grown to the most important product in the competitive market. The competition PICC Quanzhou branch will face is the decreasing of market shares,as more and more companies emerged, especially the main competitor Pingan company.The market shares competition between these two main companies is more intense than before, the gap is narrowing and PICC may be caught up someday soon. This paper fully describes the characteristics of insurance market and its trend. According to the competitive strategy theories, I make a deep analysis about the Quanzhou insurance market and find out the problem of inner operating management, so as to resolve them. Based on the knowledge of MBA, I put forward the the strategies and specific implementation plan, in order to overcome the challenge and further enhance the core competitiveness, maintaining and expanding the insurance market in Quanzhou auto insurance.Firstly, I analyses the external market of PICC Quanzhou branch in the paper, which I think it has great development space and opportunity.On this basis, I use the SWOT analysis and general competitive strategy models and figure out the marketing strategies. From the study we learn the advantages which we have, containing the service sites, customer resources, management strength and so on,while the disadvantages that the settlement of claims are not good enough,the management ways confusion and the lack of brand marketing, leading to a lower market competing. If we want to enhance the market competitiveness, we must adjust the competitive strategies and take the differentiation strategy, which contains marketing channels differentiation, service differentiation, brand shape differentiation,making the key points to the operation. In the last of this paper, I put forward my opinions and solutions on how to operate these strategies and fulfill them successfully.With the help of organization and inner resources adjustments,we can put the competitive differentiation strategy into effect and achieve the final that PICC Quanzhou branch improves its competitiveness in automobile market, strengthening the market dominance ability.