The Casualty Insurancemarketing Strategy Research Of Beibu Gulf Insurance Company

Casualty insurance business is one type of three traditional insurances of property insurance company,which has several obvious characteristic like high degree of security, low insurance rate, easier to accept by consumers and better management benefits, etc.Casualty insurance is not only well welcome byconsumers in the market, but also in great fierce competition by every property insurance company. Beibu Gulf Property & Casualty Insurance Co.,LTD (short for "BGIC") was established on January 18,2013,which is the first national corporate insurance institution. In order to "a good start, a big step" in the fierce market competition situation, BGIC are focus on the development of casualty insurance businessfrom the beginning, even come up with the developing ideas of making casualty insurance business become bigger and stronger. How to make the integrated andmarketing strategy of casualty insurance system, is the key problem that the company faces, and is the main content of the study in this paper as well.This article will usewhatl have learnt in MBA study period combine with my over 10 years working experiencespecifically discussing marketing skills of Casualty insurance in order to through the research, provide guidance for beibu gulf Insurance companyin product marketing of casualty insurance. There are seven chapters in this article, chapter one introduction mainly introduces the research background and significance, research ideas and methods, this paper generally several basic concepts in the theory of marketing, insurance marketing theory and related area casualty businessmarketing theory development course and relevant research results.The second chapter presents the BGIC and casualty insurance products, and from the current use of marketing strategy and results to explore the problems existing in current marketing strategy, insurance marketing present situation and the results.The third chapter using PEST, five models and SWOT analysis method analyze the interior and exterior marketing environment of the BGIC. The fourth chapter according to the customers’ characteristics of casualty made market segmentation of Guangxi region, after analyzed the market potential of various segments and located the targeting market, finally positioning the region and brand of the company.The fifth chapter from several aspects of product, price, channel, promotion etc. Analyzed the marketing strategy that put forward by BGIC. The sixth chapter puts forward the organizational structure optimization measures, strengthen customer resource management,human resources management, perfecting examination incentive mechanisms such as casualty implementation safeguard measures. The seventh chapter is the basic conclusion and research prospect.