Research Of American AIA Insurance Marketing Strategy

After China' s access of WTO, the insurance industry has been widely opened according to the promises in WTO. With more and more rivals entering, the insurance market in China has a further developing. Nevertheless, the competition between the insurance companies becomes more violently. The thesis intends to introduce and analyze the case of how American International Group Inc. exploits their market in China and then gives some advice to the domestic insurance companies.This paper mainly introduces the development of American International Assurance Company in the Chinese market and its marketing status. Analysis of AIA marketing in the Chinese market means, including product marketing, price marketing,channel marketing, advertising and marketing,and do a detailed analysis of its classification. Finally it proposes some enlightenment to Chinese insurance companies on how to use the marketing methods well under the background of the insurance industry's opening through analyzing the success and the failure in marketing methods.