Research On The Marketing Strategy Of PICC Property&Casualty DL Company

Scientific and reasonable marketing strategy is an important guarantee for enterprises to break through in homogeneous competition.PICC Property&Casualty DL Company,a branch of a large insurance company in DL City,has achieved good development achievements,but faced low-end price wars among small and medium competitors and strong competition from Ping An Insurance,a large rival in the marketing process.,And the lack of Internet marketing channels and other marketing challenges,it is urgent to formulate a scientific and reasonable marketing strategy.Based on this,this research focuses on the research of PICC P&C DL's marketing strategy,with a view to providing theoretical inspiration and guidance for PICC P&C DL's marketing work.This research follows the analysis logic of "status quo-problem-cause-countermeasure",and comprehensively uses typical marketing-related analysis tools to sort out the current status of PICC P&C DL's marketing and specify the problems existing in PICC P&C marketing.Analysis,formulated corresponding marketing strategies and implemented safeguard measures for PICC P&C DL.The analysis shows that PICC P&C DL's marketing has a low degree of product customization,inflexible pricing mechanisms,weakening of the traditional direct marketing channel competitiveness,slow establishment of emerging channels,single promotion methods and content,service efficiency needs to be improved,and staff team Construction urgently needs to be strengthened.At the same time,internal and external environmental analysis shows that PICC P&C DL has the advantages of strong financial resources,high credibility of state-owned enterprises,and high-quality personnel in the process of marketing.It also faces the lack of emerging Internet sales experience and state-owned enterprise systems and mechanisms.Constraints,low local product innovation and other disadvantages.Externally,PICC Property&Casualty DL Co.faces external opportunities such as a good macro environment,technological change,and big data customization,but also faces challenges such as homogeneity of competitors,all-round competition,and increasing number of potential entrants.PICC P&C DL needs to personalize customization according to the prevailing market demand and the consumer habits and consumption levels of the intended customers,and take innovation as the focus of corporate reform.With the help of current emerging e-commerce platforms,big data platforms and major living services Software such as Alipay.fully optimize product services,integrate existing resources,open up new channels,and ultimately realize the transformation and upgrade of marketing strategies in the property insurance industry.At the same time,this article fonnulates guarantee measures for the implementation of the marketing strategy of PICC P&C DL company from the aspects of business model adjustment,human resource system construction,and information technology improvement.This research has certain reference significance for the marketing of many Chinese insurance companies.