Study On The Marketing Strategy Of Pin'an Insurance Company Weinan Branch

With the fast development of social economy, the insurance industry of our country has got considerable development. Meanwhile, the overall opening of market of insurance and the optimization of relevant legal environments of policy make the competition of insurance market increasingly deepen and fierce. The competitive strategy of every insurance company also presents diversity. Insurance goods have their particularity. How to obtain the competition advantage in the marketing of the insurance products has becoming an important issue that every insurance company seeks.This text uses the marketing theory and strategic management theory, combine 4R, 4C with traditional 4P theory, on the basis of analyzing the macro and micro environment that Ping'an Insurance Company Weinan Branch faces, gets an overall look at the competitive environment of the company and current marketing situation through SWOT analysis. The article has found out problems of the company such as the unstable marketing team, the unripe compound marketing idea, the business risks brought by the incomplete property agent's system etc.. Reasons of the problems are also analyzed, and the goal market and corresponding marketing integration tactics including products, pricing, distributing and promoting are confirmed. It is pointed out that the key customer of the company is individuals, private enterprises, state-owned enterprise, companies that assets scale is between 500-1000 ten thousand Yuan and under 200 ten thousand Yuan. The company should consider various factors omni-directionally, applying corresponding marketing tactics to different customers, insurance types and areas. Finally, some practical guarantee measures are put forward to ensure the implementation of the strategy scheme.An operable marketing strategy for the aim of "gain the competitive advantage, high market occupation and economy efficiency " is brought forward, which is of significance to both Ping'an Insurance Company Weinan Branch and other companies in the industry.