Research On Marketing Strategy Of Family Property Insurance Businbess Of PICC Property And Casualty Jiangxi Branch

In recent years,with the continuous development of the economy,people's concepts are gradually changing.Since the insurance industry gradually resumed business after the reform and opening up,the position of insurance in people's hearts has been rising,and more and more families have economic strength and will to purchase insurance products to protect the safety of family property.With the recovery of the insurance industry,more and more domestic and foreign insurance entities have entered the market,and the property insurance market has a variety of products with fierce competition.With the restoration of the insurance industry,home-based property insurance has become one of the types of insurance business that has started earlier in China.It should have become one of the main businesses of the property insurance industry,providing protection for hundreds of millions of families.However,family property insurance's development has shown a tendency of shrinking.The market share is not high,the growth rate is slow,people's insurance awareness is not strong,and the development of family property insurance is becoming increasingly severe.Facing the situation that the family property insurance market is so weak and stagnant,insurance companies must take the initiative to open the market and seize the opportunities through scientific marketing methods so as to be invincible in the competition.This paper builds on the theoretical research of corporate marketing strategies and analyzes the business development of PICC Property and Casualty Jiangxi Branch(hereinafter referred to as “the company”).Through the combination of theory and practice,this paper find out the current problems in the marketing strategy of the family property insurance business in order to further optimize the marketing strategy and help the company to open up the situation in the competition and promote the company's overall business development.Firstly,this paper analyzes the family property insurance market in Jiangxi Province using the PEST analysis method.The paper points out that after the party's "Nineteenth Congress" the insurance market ushered in a more healthy and stable social development environment,which provided good external conditions for the development of the business of PICC Property and Casualty Jiangxi Branch.Then,through the Potter Five Forces model,this paper analyzes the competitive situation of Jiangxi's family property insurance market,which put forward that family property insurance is weaker in market acceptance than the vehicle insurance,and consumers have variety choices.The market competition is fierce and the family property insurance business is difficult to develop.Furthermore,this paper use the SWOT analysis method to sort out the advantages and opportunities faced by the company's family property insurance business.At the same time,it also proposed its disadvantages and challenges.This paper believes that in order to accelerate the development of the company's family property insurance business and further enhance the company's overall competitiveness,it must increase support for the family property insurance business by improving existing market strategies in terms of products,pricing,channels,and promotions respectively.