Research On Insurance Marketing Strategy Of Shihezi Branch Of PICC

Degree of modernization in the development of the insurance industry is to measure the degree of modernization of a country's economic and social development important criteria,with the healthy development of China's economic and social,the constant improvement of market economic system,the residents' consumption idea change,our country property insurance industry have greater market space.As the earliest property insurance company in shihezi area,the company has been committed to its reputation and loyal service for many years.The company has won the reputation of consumption with high quality service,the scale of sales is expanding,the company's profit is increasing year by year.However,as the insurance market in shihezi city has become more and more mature,the competition pressure of the shihezi branch has been increasing,and the problems existing in the insurance marketing process are more obvious.Based on the overall operating data of shihezi property insurance market in recent years to carry on the summary,analysis of the current shihezi property insurance products,the overall demand of the market,demand structure,found that faster development of shihezi city property insurance,overall demand structure stabilization.By analyzing the problems existing in the marketing of insurance products,this paper determines the key and research direction of the problem.According to the theory of 4 ps analysis framework,this article from the insurer shihezi city branch of the product,price,channel,promotion four aspects carries on the analysis,found that compared with competitors,the insurer of shihezi branch shortcomings in many aspects in the process of marketing.According to SWOT analysis frame,this article on the insurer of shihezi branch marketing environment are analyzed,in order to make clear the threats and opportunities facing at present,at the same time,an objective analysis of the company in many ways now has advantages and disadvantages,in order to further provide the basis for marketing strategies.Further,this article through to the plant market performance,this paper compares and analyzes the current shihezi insurance product market for classification,to filter out the classification of insurer shihezi city branch of the target market.For further shihezi city branch of insurance marketing strategy,this article through to the target market customers and business personnel interview investigation further clear the demand characteristics of market segments,provides the basis for the establishment of marketing strategy for the next step.For further expansion of the target market,this paper from the insurance product innovation,price rate adjustment,the development of marketing highly channelizing,after-sales service optimization of multiple aspects,such as specific put forward to promote insurer of shihezi city branch marketing strategy: in the aspect of product,the insurer should property insurance in shihezi city shihezi city branch customers market segmentation,and according to the characteristics of the segment targeted the development of personalized insurance products,in addition,the company shall also be aimed at the shortcomings of products to strengthen the innovation of the products.In terms of price,the company should implement flexible pricing mechanism based on geographical differences,customer differences and product differences.In terms of channel,the company should actively develop the "blue ocean market",improve the existing network utilization efficiency,and strengthen the modernization channel network construction.In terms of promotion,the company should strengthen the training of sales personnel,increase the investment in targeted advertising marketing,and strengthen the promotion of products.In terms of service,we should optimize the underwriting service,make long-term service and improve the efficiency of claims service.In order to guarantee the successful implementation of the marketing strategy of shihezi branch,this paper puts forward that the company should ensure the company's resource allocation and management style innovation.In terms of resource management,the company should put forward specific safeguard measures in terms of business expense guarantee,operation resource allocation and maintenance resource allocation.In terms of management innovation,this paper puts forward the hierarchical management mode for the current company,the company shall make composite business institutions,establish a flat management style,and focuses on running a small company to save operating costs,ensure smooth decision-making.