| Under the instruction of marketing ideas by the market's guidance, all insurance enterprises use their own resources to satisfy the market's demand and achieve the business goal as far as possible. Therefore, the insurance enterprises need to solve a core problem of formulating the appropriate marketing strategy. The market leaders are those insurance enterprises that hold the highest share in the insurance market. Their competition strategy is both to expand the entire insurance market's demand, and, at the right moment, to take the effective defensive measures and the attack tactic to protect their existing market share.Founded as the provincial branch of PICC Property and Casualty Company Limited, PICC Property and Casualty Company Limited Jilin Branch has provided the comprehensive insurance safeguard for the social economy development and the lives of the people in Jilin province for many years. It is equipped with nine municipal offices, and 76 basic management organization units in the entire province. It is also equipped with charge d'affaires in the main villages and towns, and the concurrently industry proxy organizations spreading in each big enterprise managing all insurance business except for the life insurance. It has the market leader position, whose market share maintains about 50%, in Jilin Province non-life insurance market. Family property insurance is a kind of insurance, facing the general inhabitant family, which regards the housing and material property depositing in the fixed place as the insurance sign. The Family property insurance of Jilin Branch owns 75% of the market share. According to market movement of Jilin Province Family property insurance in recent years, from 2005 to 2007, the Family property insurance premium scale withers year by year, and three annual mean increased ranges - 9.7%, presenting the uncoordinated characteristic with the macroscopic economic situation, the national average level of development and the rapid development with other types of property insurance. And Jilin Branch has also met some questions in the process of the Family property insurance market development, mainly including the problems in both the product aspect and the management and operation aspect. For instance, the product homogenization, the thick frame question, the product connotation which do not adapt to the social development, the partial products and the provision which are easy to initiate the different meanings and the dispute, as well as the insufficiency of insurance company's decision-making strata, and the powerlessness of the Family property insurance driving policy guidance and so on.The second chapter of this paper analyzes the environment of the Family property insurance marketing in Jilin Province, which includes analyses of macroscopic environment and market competition condition. In the macroscopic environment analysis, four aspects have been analyzed separately according to the economic environment, the policy environment, the technical environment and the social environment. In the economic environment aspect, with the fast growth of GDP and the rapid enhancement of the people's lives level, the real estate has gradually become the largest property of value quantity in the ordinary inhabitant family, which provides the good economic basis and the condition for the family property insurance. In the policy environment aspect: " Certain Opinions of State Council about Insurance business Reform Development " brought the good development turning point for the entire insurance business; Jilin Province agriculture insurance has guaranteed the experiment site work with steady steps advancement to create the good external environment for the countryside Family property insurance service development, and the gradual development of insurance fund investment domain will impel the investment Family property insurance service further to develop. In the technical environment aspect, the information technology develops progressively in our country insurance business, which not only enhances the working efficiency greatly, but also causes the grade of service and the level distinct enhancement. The application of electronic commerce causes the net insurance business to become the important way of expanding the Family property insurance gradually. In the social environment aspect, the country is enlarging unceasingly to the social security investment dynamics, and proposes the establishment of targets of the social security system development covering the city and countryside. The vital role of the insurance business clearly reveal in the resistance of natural calamities and the disaster relief. In the analysis of market competition condition, from 2005 to 2007, the main bodies of the Family property insurance market increase gradually in Jilin Province, the competition degree intensifies, and the market share of Jilin Branch drops gradually in the Family property insurance, but its reduction obviously is lower than the property insurance market average level. Comparing with other main bodies of market competition, the superiority and inferiority of Jilin Branch are more obvious: Jilin Branch has the remarkable capital superiority, the brand superiority, the talented person superiority and the network superiority; simultaneously, it also has the inferiority in the personnel knowledge structure and the efficiency of the company. With unique superiority of the Anhua Agriculture Insurance, the Chinese Life and Wealth Insurance, and other emerging insurance companies, the market of disperser service in Jilin Branch will be under the serious impact.The third chapter elaborates the analysis of market demand of Family property insurance and the choice of goal market in Jilin Province. First, with the aid of the market segmentation theory, according to the geography variable, the population variable, the psychological variable and the purchase behavior variable, the segmentation has been carried on to the Family property insurance market in Jilin Province from the point of view of the primary factor influencing Family property insurance market demand and the analysis of the characteristic of Family property insurance consumer market demand. By the analysis of satisfaction of the market demand, the unsatisfying demand might be discovered. Because Jilin Branch owns absolute leadership position in Family property insurance market, simultaneously the Chinese insurance business are being in the high speed development, the people's insurance consciousness is enhancing gradually, and national support of"three agriculture"and the perfection of countryside insurance safeguard system are penetrated gradually, the service will be developed on the full scale in the subdividing Family property insurance market inevitably, in which the speed is the swiftest in the countryside Family property insurance development. Therefore the goal market strategy, has been established, of the Family property insurance in Jilin Branch: Facing the overall market, according to the different segmentation market characteristic, different insurance and the marketing plan are adopted, by the different market strategy design, to satisfy insures consumer's insurance demand differently, expanded insurance sales volume, and enhance the market share; Aiming at the countryside Family property insurance market specially, we adopt the concentric market strategy, draws up a set of marketing plan, and concentrates the strength to strive for the massive shares in this market. Through the above three chapters'analysis, the fourth chapter proposes Jilin Branch's Family property insurance market marketing combination strategy, mainly including four parts: Brand strategy, customer relations management strategy, product strategy as well as marketing channel strategy. The brand strategy includes three primary items of the brand design, the brand propaganda and the brand management. Brand propaganda is an important constituent of the brand strategy. The effective brand propaganda should achieve three main goals: the first is to expand brand's celebrity, the second is to enhance the brand's reputation, and the third is to enhance the brand's affinity. The significance of the customer relations manages (CRM) lies in three parts: the first is the subdivision of the customers to seek and win the new valuable goal customer; the second is the consolidation of the customer relations to enhance the old customers'loyalty; the third is to seek and discover the re-development, the depth sale and the service improvement opportunity, and to enhance the customer value. But the essential foundation of implementing the customer relations'management rests with the establishment of the integrity the customer information file, and the strengthening of staff's occupational ethics education to improve its overall quality. Jilin Branch's the application of CRM is carried on the four primary aspects: the first is the analysis and the appraisal of the customers'information; the second is to gain the old customers'long-term loyalty; the third is to develop the new customers of high grade; the final is to carry on the analysis of the profit degree of contribution regularly to recognize the gold medal customers. The product strategy mainly includes the product standardization strategy, the product combination strategy, and the product creation strategy that mainly manifests the safeguard content diversification, the tariff arrangement variation and the insurance deadline flexibility. The insurance marketing channel refers to the process of the insurance product transferring from the insurer to the policyholder. There are two main kinds of insurance companies'marketing channel: One is the direct marketing channel; the other is the middle marketing channel. Jilin Branch mainly has the following several kinds in the Family property insurance service development of the direct sale channel application pattern: the first is that the insurance company carries on the direct sale through the media propaganda; the next is that the company carries on the direct sale by the electronic commerce pattern, including the telephone and the network marketing; and more importantly, the company must complete the relational marketing work with the local government and the supervising and managing departments to realize series guarantees of policy-type agriculture housing insurance. The middle marketing channel mainly includes the agents and the insurance brokers, the bank and the post service insurance and so on. Intensifying along with the market competition, the insurance intermediary expense and the handling charge proportion of the bank and post insurance also has been increased, which occupies the very major part of cost of operation in the insurance company, and influences the insurance company profit ability. Therefore, Jilin Branch must be familiar with service skill, and enhance the negotiation skill unceasingly, and must unite other market followers and the competitors, by the market leader's superiority position, to achieve the consistent agreement, which controls the intermediary expense and the procedural tariff in the normal range to avoid the damage of the financial interest. In addition, the middle marketing channel also includes the indirect sale carrying on with the aid of other correlation industry resources.In summary, the above combination strategy of market marketing has the vital significance to develop the Family property insurance service in PICC Property and Casualty Company Limited Jilin Branch. It not only provides comprehensive and pointed solution to the problem existing in the market development, but also causes the company decision-making strata to enhance the understanding and attach more importance to problem in the development of Family property insurance service. Thus the company might analyze and the appraise, from a new angle of view, the entire Family property insurance market and other dispersive service market in Jilin Province, to obtain the superior status in the intense market competition. |
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