Marketing Strategy Research On Property Insurance For Home Of PICC Property And Casualty Company Limited Lanzhou Branch

After China access into the WTO, and in the face of foreign capital insurance company fierce are competing in the market, the insurance market competition pattern are changing at the same time, a lot of Chinese insurance companies tried to attract customers by the way which at a low price, high commission, and relaxing risk control have been occupied for consolidating the market portion. It has made the profit space of the insurance companies smaller and smaller, and even appeared the national loss management situation. As a result, the kind of efficiency insurance of using marketing strategy to develop family property insurance scientifically (hereinafter referred to as homes) which plays a significant role for Chinese general insurance company to consolidate market position and develop the core competitiveness, promote the brand competitiveness and service the harmonious society.As one of the "old three insurances" traditional backbone in the insurances, since our country’s home and assets insurance recovered the domestic insurance business, it has experienced development, rapid growth, downturn three stages. Since entering the turn of the century, including the Lanzhou in province of Gansu, the national insurance industry, the share of homes has been showing a declining trend. Meanwhile, in recent years, the fire, debris flow natural disasters, decoration and burglary and a accident presents the trend of rising year by year, in addition to the China’s reform of housing system, the increased income of the residents, and the enhanced insurance consciousness, all of this have developed a new chance. Homes should be getting into a good stage of development, but homes are getting into a strange circle of "high demand, low insurance "The homes is such a dispersible business which is facing the policy-holder individuals to sell. It is found that there are many reasons of the homes market haven’t a very good development from the two aspects of insurance company and customer needs, for example, the insurance company is not give enough attention and publication, and the management cost is high, the profit rate is low, and insurance products and customer demand disrupted, etc., but the main reason lies in policy-holder insurance consciousness is not strong, and the insurance company lack of effective marketing offensive and channel. Therefore, how to strengthen the applicant for insurance product cognition? How to use the integrated marketing strategy to mobilize policy-holder the desire to buy? How to form effective marketing channel to develop the homes market? These all become general insurance enterprise problems that urgently need to be solved.This paper tries to explore a new marketing mode so as to improve the current high demand, awkward situation of low against the business homes " heat outside and cold inside ", and improve PICC Property and Casualty Company Limited Lanzhou Branch (hereinafter called PICC Lanzhou) property to the home of the awareness, establish property market in Lanzhou perfect marketing system, optimize risk structure, reduce operating risk, improving the profit level and the core competitive power.