Research On Home Property Insurance Marketing Strategy Of Shandong China Property Insurance Gas Channel

After more than 40 years of rapid development,China’s economic construction has achieved fruitful results,and the residents’ consumption level has been significantly improved.With the continuous increase of physical property of residents’ families and the high risk of property loss caused by natural disasters and accidents,the residents’ consumption demand for risk transfer through insurance is gradually awakened.At the same time,the state has also issued a series of favorable policies to encourage insurance to play a better role in security.However,as a subdivision of insurance,family property comprehensive insurance(hereinafter referred to as "family property insurance")has not reached its due development level due to its "small amount dispersion" attribute and the lack of effective marketing channels.Fortunately,after continuous exploration,the insurance industry finally found a new marketing model for home property insurance of joint gas enterprises,"gas channel home property insurance" came into being.As the second tier property insurance company in China,its auto insurance is becoming more and more difficult in several rounds of auto insurance regulatory reform;Although agricultural insurance still has market advantages,its share is constantly losing;The competition in the traditional non auto insurance market has become white hot,the underwriting rate has been continuously reduced,and the profit space has been extremely compressed.China property insurance urgently needs to seek new premium and profit growth points.As an emerging product in emerging markets,gas channel home property insurance has excellent development potential and pro fitability,which is perfectly in line with the development strategy of China property insurance.China property insurance also seized this development opportunity and began to organize and promote the marketing of home property insurance through gas channels nationwide,which has achieved phased development results.Taking Shandong Zhonghua property insurance gas channel home property insurance as the research object,this thesis makes a comprehensive and in-depth marketing strategy research on the research object through case analysis,literature research and mathematical statistics,using PEST model,five forces model and SWOT model,combined with long tail theory,blue ocean theory,channel power theory and 7PS theory.This thesis widely uses the research framework based on 7PS theory,closely focusing on seven aspects:product,price,channel,promotion,personnel,tangible display and process management:firstly,it disassembles and analyzes the marketing status of the research object,and accurately locates the main problems at present;From the political,economic,social,technical and other macro environment level,from the industry competition environment and internal marketing environment level,this thesis makes a hierarchical directional analysis,finds out the advantages and disadvantages of the research object,and determines the optimization idea of marketing strategy;Finally,on the basis of the existing analysis results,starting from the 7PS theory again,this thesis puts forward 27 suggestions on the optimization of marketing strategy for the research object,which systematically and comprehensively solves the optimization problem of marketing strategy for the research object.This thesis also gives the guarantee measures for the implementation of marketing strategy from the four aspects of system,human resources,information technology and finance,which has strong pertinence and feasibility.This thesis has a certain originality for the research on the marketing strategy of gas channel home property insurance,and has a certain reference significance for how to improve the marketing level of home property insurance,how to carry out decentralized insurance product marketing,and how to promote the cross-border integration of insurance.