Study On Marketing Strategies To AIA Beijing Branch

Since October's,2008 financial storm, it has demolished American insurance business giant US Group International (AIG) nearly. Insured (as the AIG capitalization subsidiary companies US ally to hereafter refer to as AIA) also to be under the very big impact in the Asian and Pacific area service. The public has had the question to the ally brand and the credit. It will increase the next service development difficulty. AIA has been facing the stern test. The ally insured Beijing Subsidiary company to be established in 2002. It was AIA in inland service important component. Insure the internal conformity facing the international domestic environment's change as well as the ally the need, the ally insure Beijing Subsidiary Company's marketing strategy also to make the corresponding adjustment and the change. AS mainly insures Beijing Subsidiary company's marketing present situation in this article writing process from the ally to embark, has conducted the demand research in view of Beijing's insurance market, as well as in market major competitor research. Discovered the ally to insure Beijing Subsidiary company to have in the marketing way in the marketing the marketing and the sales promotion confusion; the product type is unitary, lacks the characteristic. Promotion method dynamics is insufficient, effect not strong and aspect insufficiencies. Unifies the safe marketing study correlation theories, insured Beijing Subsidiary company's internal and external environment to the ally to carry on the comprehensive analysis, has utilized the SWOT analysis tool, through to the insurance target market's determination, has formulated the related marketing strategy, including:The product and the price strategy, the channel strategy as well as the promotion strategy, and proposed specifically the strategy execution's ways and means that in above marketing strategy's foundation, proposed finally carries out the strategy suggestion, including operation flow's optimization and the improvement, talented person's raise and the management, the establishment has the cohesive force enterprise culture, consummates the marketing information system perfectly and so on. The ally safe development has the opportunity also has the challenge, but the market potential is overall speaking huge, the development opportunities are broad. The Insurance company should in line with humanist, the initiative marketing principle, and pays great attention to relate the marketing, achieves causes the customer satisfactory objective.