Strategy On Marketing Management Of Accident And Health Insurance Of PICC Property And Casualty Company Limited.Xian Branch

In recent years,as the market of insurance is gradually opening,the insurance agents are more and more,which makes the competition stronger and stronger.In this situation,PICC Casualty and Property Company Limited,Xian Branch must depend on its advantages on brand,technology and resource and so on to develop some kind of insurance for benefit.However the accident and health insurance with high security,low premi.ums and good benefits,and has been welcomed by a large number of consumers.Therefore developing the accident and health insurance is very important for using for reference of the PICC Casualty and Property Company Limited,Xian Branch's orientation in the market.But in the marketing on the accident and health insurance of PICC Casualty and Property Company Limited,Xian Branch exist many problems.For example,mining of the latency clients is ignored;maintenance of the existing clients is ignored etc.Herein we must establish an available strategy for marketing based on the severe analysis of the market,thus we can obtain the advantages in the situation of severe competition.In this thesis,via analyzing the management of the market on the accident and health insurance in Xian and the SWOT of marketing for the accident and health insurance of Xian Branch of PICC,from the practical fact of market of insurance in Xian,we fix on a target market.Basing on the basic characters and the behavior of the consumption in the objective market,adopting the combination of the theory with practice,we devise a marketing strategy including product,price,place and promotion.This thesis can provide a reference strategy for the marketing of the other products of insurance by discussing the strategy of the marketing of the accident and health insurance of Xian Branch of PICC.