The Tianjin Property Insurance Market Analysis And Research On The Entry Strategy Of The New-born Insurance Enterprise

China has the biggest market potential throughout the world in 21st century. Insurance industry plays a more and more indispensable role in the economy, and experienced around 30-year's development originating from 1978. As the development of the economy, Chinese financial industry now has a very good opportunity to grow itself, so does the insurance industry as a buffer for the economic growth.Nowadays Chinese insurance market is still in an early stage of the specialized operation. Although almost all the leading global insurance companies have entered the emerging market, the market perspective still leaves many chances for local insurance companies. For domestic companies, How to learn from foreign competitors, build up their own competitive edge and take advantages of the local know-how is a new but important topic to do more research.The thesis focuses on discussing the market-entry and market-expansion strategy for newly-established local insurance companies, as well as analyzing the Tianjin insurance market. We use the game theory, customer demand analysis, SWOT analysis as research tools, and sort the targeting clients according to demands and consuming habits, other than simply classifying as institutional clients and individual clients. We also introduce some new business models like the experiential marketing, e-business and company alliance into the entry strategy in the thesis.