Research On Marketing Strategy Of Commercial Lines Insurance Products About H Company

Insurance is not only closely related to the national economy, but also a positive correlation. Insurance is an important part of the whole national economy system. China insurance industry started relatively late, and is still in the primary stage of development. But while China’s economy is still in rapid development, as one of the three engines of finance, insurance spare no effort to protect national economy and people’s livelihood. A research for insurance industry, especially for insurance companies as the main part of industry, can improve sales ability, expand profit space, perfect corporate governance, and be helpful to people’s life and work in peace, helpful to country’s prosperity and stability, helpful to social progress, which has practical significance.With the growth of the economy, the new major science and technology projects will be born, and a high level of science and technology innovation center will be presented, and more internationally competitive, innovative leading enterprises will appear. China will continue to deepen reform, improve the system, and build a government ruled by law. In the next five years, Anhui province will build 544 major projects with a total investment of RMB 400 billion, and will also wedge the promoting of private and county’s economy into 10 major construction projects. Insurance is the booster of economy and the stabilizer of society. The insurance industry will greatly develop in 13th Five-Year Program. It is an important and realistic question to each insurance company how to keep balance between speed and quality, scale and benefit when develop under new opportunities and challenges.H Company is a steady property insurance company pursuing quality and benefit, which made great contribution to the development and service of local economy in the recent years. The business marketing insurance demands become increasingly apparent with the developing of local economy. But H Company backslides without progress under the market. In order to make progress, H Company should do more jobs on Business Market by completely applying commercial lines insurance products.Therefore, based on the theory of marketing and the qualitative method of case analysis, this paper researches deeply H Company’s market situation, and finds out the problems of products, prices, channels, services and sales promotion existed in business marketing. By analyzing causes and using STP theory to segment and assess market, this paper provides H Company with the following advice and methods for products sale according to business marketing characteristics on basis of target market and position chose and fixed:Set up a scientific concept meeting the needs of the business marketing. Implement different strategies in products, channels and services, simultaneously supplemented with innovative means to open up the value-added space. Increase investment in customer relation. Integrate the innovative elements into the corporate culture. Create a self-serve environment in the market competition. Keep steady in price. Focus on cultivating talents adapted to business marketing. Establish a competitive organizational structure and logistics support system in business marketing. This paper hopes that above research conclusions can provide some reference to the development of H Company. Besides, hopes provide some ideas to those insurance companies which continue to play a supporting role on boosting national economic construction, ensuring stability of people’s life and maintaining social harmony.