An Empirical Study On Insurance Marketing Through Internet In The PICC Henan Branch

With the enrollment of WTO and the increase of participants in insurance market, together with the reforms carried out in the henan insurance companies in a more deep and detailed method, the competition has been fully interpreted in the insurance market in Henan Province. The PICC Henan Branch is faced with how to take initiates under new competitive situations, how to stabilize the current marketing mix, thus to achieve profound development in order to uphold and secure further advancement of economy in Henan province. Therefore, reform and innovation should be the focus in our future marketing strategy of Henan Insurance.The PICC Henan Branch in Henan Province is set up under planned economy. The traditional management and marketing styles associated with planned economy have been running in a long period. However, with the increase of participants, multiple insurance companies have all entered the competition of insurance market, while the PICC Henan Branch has been under passive situations. In this paper, based on the analysis in marketing theories and current situations of insurance market in Henan Province, a detailed marketing innovation strategy is put forward.Firstly, the current situations are analyzed, where the problems existed in traditional marketing strategy are figured out and the idea of innovation is underlined again, thus the method of internet-based marketing is introduce herein. Further, a systematic analysis about internet-based marketing is carried out. The internet offers a floor for modernized insurance marketing. The formation of internet-based insurance helps to increase efficiency in the insurance industry, spreads the time and space volume of insurance operations, promotes competition, and at the same time urges the transition of traditional insurance roles, thus in all improves the overall development of insurance industry. According to the analyzing results, some views and methods concerning internet-based marketing are brought forward, and the insurance marketing strategy of Henan Province is interpreted. Lastly, a case study in locomotive is carried out, including the feasibility and strategy analysis.How to renovate the current marketing methods, how to efficiently utilizeinternet, thus develop internet-based insurance are valuable for The PICC Henan Branch. Changes in the marketing strategy will lead to a new market partition. Therefore, the analysis is also valuable to other insurance companies.