| The strategic marketing to Jilin Huaren Insurance Agency Co., Ltd, is based on profit of company, and is above of the relation of interior function of company and exterior environment. It provides satisfying production and service for final clients when the company manages marketing in the drastic competition. We can conclude from the developing change of the management plan of the company in last 50 years, the strategic marketing passed through some stages, for example: Producing Plan, Marking Plan, Strategic Plan, Strategic Marketing Plan. Every stage has particular background. Strategic Marketing Plan came into being in the 80's of the 20th century, it combined interior functions with exterior changing environments of organization. To a company, such as Jilin Huaren Insurance Agency Co., Ltd, which has marketing and service, is only to establish a Strategic marking management system that is economic, effective and useful, which can achieve an aim of survival, development and profit. The aim of strategic marking is make a plan, is an action to achieve and support the aim of management policy of company. It emphasizes course of applying plan. From the actual condition of Jilin Huaren Insurance Agency Co., Ltd, the central background and pertinent theory of strategic marketing, I make a useful plan of strategic marking. It includes the following three parts: 1. The aim of strategic marketing: In this thesis, the aim of strategic marketing is established for marketing management system that is guided by clients, but is not productions. It emphasizes clients and markets, and embodies satisfaction of clients, is adequate for progress of society and times developing. 2. Strategic Marketing Plan: In this thesis, Strategic Marketing Plan comprises the long-term plan and the short-range plan. Its topic is that clients are God. It can increase market allotment, proceed market penetration and develop new market. The short-range plan must be beneficial to accomplish the long-term plan. 3. Strategic Marketing Tactics: The thesis makes mention of four representation tactics. There are following: production tactics that is starting point of client's need, famous brand tactics that is guided by client's satisfaction, E-business tactics that is based on company progressing, and human being tactics that promotes company's competition.. The four Strategic Marketing Tactic, expound leading thinking, and management policy of the company. At a different angle, embodies that the company adapts to the larger environment. The actual strategic marketing plan of Jilin Huaren Insurance Agency Co., Ltd, is a system that is guided by clients and its aim is to achieve benefits. The system has some advantage, for example: is economics and utility, has clear aim and is easy to be controlled. But it may meet with some difficulties when it is carried out, for instance: there is few of messages and indistinct aim. It emphasizes ensemble strategic marketing, but different parts are not detailed and precise, and that the clients are assayed is not exact. If it is not effective circumstance, it is difficult to solve above-mentioned problems and carry out the strategic marketing plan. In order that the strategic marketing is favorably to be carried out, it is necessary to apply effective circumstance for Jilin Huaren Insurance Agency Co., Ltd. The effective circumstance is constituted with the following four parts. 1.Detailed classification of Insurance market and confirm market position of company. It is prime that is value of client for Jilin Huaren Insurance Agency Co., Ltd, but is not benefit. Because they should know about their clients'needthan their competition antagonist, so they can insure that the clients satisfy and obtain more benefit. The staff of Jilin Huaren Insurance Agency Co., Ltd, should have a concept that the production sold by company is not insurance, but service all the time, so that they can satiety the client's need. Nothing but this market position, can their production distinguished with competitor's, and obtain mort strategic advantage in aim market. 2.Have a concept that is guided by the clients and is beneficial for each other. The staff of Jilin Huaren Insurance Agency Co., Ltd, should have a mentality that service for the clients with heart and soul, especially the staff that are in touch with the clients directly, so they can improve the client's satisfaction, and promote enterprise management and development. 3.Enforce management to the staff, and promote nature of staff and loyalty to the company. Jilin Huaren Insurance Agency Co., Ltd work out system of staff, its emphasis is to construct enterprise culture and the sense of belong to the staff. It abolished the distinction between clerk and salesman, the company offer the staff society indemnify and welfare treatment, establish regimentation of motivation that is to scheme staff's career and vacation with salary. The company is based on existing talent to introduce talent and develop human resource, encourage innovate, establish a scientific system that is used to evaluate and train staff, so that synthetic nature of the staff is promoted. In this thesis, we discuss about Strategic Marketing Plan of Jilin Huaren Insurance Agency Co., Ltd, from aim, plan, tactics, present theory evidence, discuss about feasibility of the plan, draw up a plan to carry out, establish effective circumstance. |
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