Research On The Sales Strategy Of PICC P&C Jiamusi Branch On Property Insurance

As an important sector of the financial system and social security system, theinsurance industry has made a considerable development in last30years. Currently,China issued a series of policies and regulations to guarantee the healthy and rapiddevelopment of insurance, and has brought the insurance industry good developmentprospects. For PICC P&C, it is encountering with both rare opportunities and seriouschallenges. Nowadays, the competition of Jiamusi insurance market is quite intense,with a total of24insurance companies, including12P&C companies. As Jiamusi’slargest P&C insurance company, living in complicated external environment ofenterprises, how to improve the existing marketing strategies to maintain andconsolidate its existing market position in the new situation and seek greaterdevelopment, PICC Property and Casualty Company Limited of Jiamusi City Branch(hereinafter referred to as PICC P&C Jiamusi Branch) must confront the problem.Firstly, this research gave an introduction about the current situation of thedevelopment of PICC P&C Jiamusi Branch, finding out the existing problems in thesales and analyzing the sales environment. On this basis, for the PICC P&C JiamusiBranch, this research combined with the relevant theory of marketing managementand insurance sales, made use of public relations and advertising to promote thecompany brand image, strengthening the fine management on sales channels,extending consultative sales mode, implementing differential customer relationshipmanagement sales strategy to improve the existing sales strategy. Finally, in order toensure that the new sales strategy can be implemented smoothly, it has created aseries of safeguard measures of sales strategy. This research has formed a new salessystem of PICC P&C Jiamusi branch from the four aspects of the construction of thecustomer-oriented corporate culture, the composing sales personnel training system,implementation of the humanized internal service, the establishment of an effectivesales force regulatory mechanism and the improvement of the incentive mechanismof sales system. This research has studied the actual business of PICC P&C Jiamusi branch salesstrategy. It can enrich theoretical research on domestic P&C insurance company sale,consummating the specific P&C studies such as sales strategy, channel strategy,promotion strategy etc. Meanwhile, through the analysis and the re-develop researchand implementation of marketing strategy of PICC P&C Jiamusi branch, it hasprovided the theoretical and practical references for the company. It has an importantpractical significance to effectively improve the PICC P&C Jiamusi branch salessystem, improving the core competitiveness of the enterprise and creating economicvalue for it. The results are not only for the solution of sales strategy of PICC P&CJiamusi branch, and also provide references for other related enterprise sales.