Huatai Property Insurance Co.,Ltd. Marketing Strategy Investigate

Along with development of china's economy and people's living standards, people raise demand for insurance. With the rapid development of insurance in china and status quo of china insurance industry, according to small and medium-sized insurers, a small number of insurance companies dominate the market, which is difficult to shake. At the same time as China's accession to the WTO, insurance industry has opened to outside world; with foreign capital's advanced management experience, its great capital advantage and keen competition of insurance companies, small and medium-sized insurance companies face toughest challenge. Huatai Property Insurance Co., Ltd. that is a national joint-stock insurance company is established in 1996. It has achieved good results in business development from their own perspective of the business, but it doesn't get huge breakthrough in terms of market share. How to solve the problem of slow development, make and implement reasonable marketing strategy is very important in order to make it stand out in the keen competition of market. The paper analyzes its chances, threats, advantages and disadvantages in the basis of statement and analysis of its insurance inner and outside situation; an design an appropriate marketing strategy combining with problems in its marketing and management.In this paper, it mainly states marketing strategy in the aspect of competitiveness strategy, marketing strategy, customer service, and so on with the modern marketing management theory in order to set up a strong brand in its own profession, which enhances the core competitiveness of the insurance and make it develop well and quickly with competitive product and service. It does good to its strategic objectives, meanwhile, it has reference value to small and medium-sized property insurance companies.