Research Of Marketing Strategy About The Foreign Property Insurance Business Of DJBX Company

China joined in WTO in 2001.After 2006 when the protection time ended,the insurance market in our country is totally open to the world,lots of famous insurance company swarm into China,which infuses fresh blood to the insurance market in our country,and also brings about advanced management experience and product technology.While these companies was lack of localization and did not develop differential products that fitted for Chinese national conditions,and what's more,because of short of publicity,narrowness of the target market and also short of interdisciplinary talents,these large companies developed very slowly in Chinese market.In the time background,based on the modern marketing concept,customer relationship management and target marketing sales theory,this article is making a research taking writer's company-DJBX as a representative foreign insurance company.It analyses the present situation and the problem faced in operating,and also brings about the marketing strategies to solve the problem and every solutions to guarantee the implement.DJBX company did gain some development since its establishment based on its professional insurance experience and mature operating idea,especially in goods transportation insurance area,its premium scale listed in the front rank of property insurance market.But it still faces many problems,such as lack of interdisciplinary talent,slow establishment of affiliated agency,identity of product construction and price to Chinese-founded insurance,service disappointment to the costumer,unsatisfactory profit etc.These problems all strictly restrict the long-range development of DJBX company in the Chinese insurance market.To solve these problem,base on modern marketing idea,customer relationship management and target marketing,the writer re-establishes the target market of DJBX company.That is continuing fixing the Japanese invest company as main target market,and carefully underwriting some business with high quality non-Japanese invest company and individual incidental insurance and healthy insurance,and at the same time make the foreign invest insurance as NO.1.To reach the target,the writer draws up a series of marketing strategy,such as giving up low-level pricing battle,developing and designing the products with high-content and diversificational of technology,strengthening the cooperation with insurance economic company and agencies,and exploiting the retail market deeply,starting the data marketing through wechat,enhancing the customer satisfactory through holding study conference of fire safety,disaster prevention and loss prevention,and raising the popularity through participating socially useful activities.And also the writer brings about the ideal to ensure the implement of above marketing strategy through enhancing the marketing ideals of enterprise and staff,improving the structure of marketing organization,increasing the professional training to marketing staff,consummating the encouraging system to marketing staff and definiting the marketing fee to ensure the implement of the marketing strategy.Though the challenges faced by the foreign insurance companies are very obviously,it is not insurmountable.Later on,after re-choosing and re-fixing suitable target marketing,these companies need to focus on localized innovation and digital marketing to increase the attractiveness of the brand.And in the mean time,after the open of the auto insurance marketing,we can estimate that the foreign insurance companies will have longer-range development in the Chinese marketing in the near future.Besides,the research of this article in the long term also has very important referential significance to the development of the local insurance walking out to the world.