Zhuzhou Branch Of China Life Property And Casualty Insurance Marketing Strategy Optimization Design

With the rapid development of national economy and the opening up of Chinese insurance market, China's insurance industry has also developed at an unprecedented rapid speed, with growing Insured subjects and rich insurance products. The growing speed of the premium income is much faster than that of the national economy. Consequently, it is accompanied by increasing competition among insurance companies especially in the field of property insurance industry, which has gradually moved towards a cut-throat competition, leading directly to the general loss in the property insurance industry in recent years. As a challenger, China Life Property and Casualty Company Limited,Zhuzhou Branch (hereinafter referred to Zhuzhou branch), which was established two years ago, has achieved the top three in Zhuzhou property insurance market, but it has no improvement in the operating efficiency and suffered two consecutive years of losses. How to make out of the plight of the losses, improve operational efficiency and enhance the competitiveness of the company has become an important issue Zhuzhou branch has to face. Except to strengthen the operational management and control, financial control, the more important issue is to optimize the internal and external marketing strategies of Zhuzhou branch.This paper firstly analyzes the existing problems appeared in internal and external marketing, which mostly lies in the sales incentive strategies, product strategies, pricing strategies, channel strategies and service strategies. Then it makes in-depth analysis of the consequences from improper strategies. On this basis, it has made segments of Zhuzhou property insurance market, identified the target market and put forward concrete and effective marketing strategies, making Zhuzhou branch defend its own position by using the market weapons in a better way.The paper will put the theoretical knowledge into practice. The research achievement will have a strong practical guide to the marketing work of Zhuzhou branch and have a certain reference value to the other municipal insurance companies.