Research On Marketing Strategy Of Branches Of Non-life Insurance Company

In recent years, the insurance market of Chinese developed at a very fast speed. According the gross premium, Chinese insurance market ranked third in Asia and eleventh in the world. Along with the growing of the market, more than 45 non-life insurance companies established. On the contrast, there was only 1 company at earlier 1990s. Because Chinese insurance market is deep undeveloped, there isn't significant market segmentation. Nearly all the non-life insurance company congested the lower level market. Price war is unavoidable. Most of them got deficit because of over-competition.This paper is a study on PICC Xiamen Branch which the author is working for. The major aim of the author's research is to help PICC Xiamen Branch to escape from over-competition. On the basis of analyzing the company's operating environment, the author made market strategies by market planning. The paper is divided into five chapters. Chapter One introduces the basic research background, research significance, research method and research framework. Chapter Two reviews the evolvement of marketing of non-life insurance company both overseas and domestic, located the stage of domestic marketing of non-life insurance and its future trend. Chapter Three analyzes the environment and the status of PICC Xiamen Branch's daily operating with SWOT analysis. Chapter Four is the major part of the paper. It makes market segmentation for sub-markets of all non-life insurance business lines. It also make certain which segmented market is suit for PICC Xiamen Branch according to the concrete situation of the company. In Chapter Four, the author makes strategies for PICC Xiamen Branch to help it to attain its marketing goal. Chapter Five raises some issues need to be considered when PICC Xiamen Branch apply the marketing strategies.