Research On Marketing Strategy For Non-Auto Insurance Business Of China Pacific Property Insurance Company JiLin Branch

Since 2011,many years of at full speed development,China’s insurance industry has become the second largest insurance market in the world in 2018.But given the maturation of the insurance market and the constant market shocks under the influence of international and domestic factors,including the COVID-19 in the past three years,the property insurance industry has entered the transformation and upgrading period of high-quality development,and the challenges in the insurance marketing journey have become increasingly complex.This article takes the Jilin Branch of Pacific Property and Casualty Insurance as the research object.Under the situation of coexistence of opportunities and challenges,the Jilin Branch of Pacific Property and Casualty Insurance is faced with the problem of how to maintain high-speed growth and break through the existing situation.Through literature research,qualitative and quantitative analysis,and other methods,using relevant marketing theories,it comprehensively analyzes the domestic and foreign macro environment,industry environment,marketing status quo,and existing problems,Targeted re development of the company’s marketing strategies and safeguards.Specifically,Chapter One suggest the research setting and significance,research methods and substance of this text,and summarizes relevant theories and literature to provide theoretical basis for subsequent research.Based on the introduction of Pacific Property and Casualty Insurance Jilin Branch and the current marketing status of nonauto vehicle insurance business,Chapter 2 proposes the existing problems in terms of insurance product structure,marketing channels,professional level of sales personnel,and marketing services.The third chapter analyzes the marketing environment of Pacific Property and Casualty Insurance Jilin Branch’s non vehicle insurance business from the macro environment of policy,economy,society,and technology,as well as the industry environment of suppliers,customers,competitors in the same industry,and new entrants.At the same time,through SWOT analysis,the company’s strengths,weaknesses,challenges,and threats are determined,and a combination strategy suitable for the company’s development is obtained,Provide reference for the formulation of new marketing strategies.Chapter 4 uses the STP target marketing theory to analyze market segmentation,target market,and market position,and improves its marketing strategy mix and safeguards by designing four marketing strategy combinations,including production policy,pricing policy,marketing policy and promotional policy,with human resource assurance,risk control assurance,and technical service assurance measures.This paper analyzes the current problems of the Pacific Property and Casualty Insurance Jilin Branch,discusses the shortcomings of the current marketing strategy,and puts forward ideas for improving the marketing strategy,with a view to improving the enterprise’s marketing ability and management level,and helping the Pacific Property and Casualty Insurance Jilin Branch to steadily increase its non-vehicle insurance business.At the same time,the research in this paper can provide reference and reference for enterprises in the same industry to improve the marketing strategy of non-vehicle insurance business.