Sichuan Province, A Branch Of The People's Insurance Cargo Marketing Strategy

The paper took a multidisciplinary approach to research logistics, insurance and marketing strategies by using the comprehensive theory and knowledge of logistics, insurance and marketing. Meanwhile, it considered the marketing strategies of cargo transport insurance in depth by taking the case of PICC Sichuan Branch - - Cargo Transport Insurance Department. Now, the development of cargo transport insurance has slipped into a rather difficult stage. As a result of shrinking traditional insurance market, lacking of strength for premium income, it has been stagnated for years. The article worked out a series of possible plan for sustainable development of the cargo transport insurance by researching marketing strategy.First, the author introduced the characteristics and beginning of the cargo transport insurance for preliminary knowledge of our readership. In the environmental analysis of PICC Sichuan branch - - Cargo Transport Insurance Dept., the article carefully analyzed their position in ChengDu cargo transport insurance market and competitive environment of this department, in the view of surrounding macro-environment, segmentation environment, inner business structure of this company and human resources. Then it summed up these elements by using the five-force model. And then, by studied SWOT analysis, the paper exactly found out the strengths, threats, weaknesses and opportunities of this department in the present market environment. It's a preparatory work for making a suitable plan to the sustainable development of cargo transport insurance. Focused on the result of company environment and SWOT analysis, the chapter five stated clearly that the marketing and development strategy of cargo transport insurance was to make vigorous efforts to encourage innovation, to learn, to change, to be differentiation strategy under the trend of shipping logistics, in the way of united the SO and the ST. The paper also dealt with specific marketing tactics to support mentioned strategy. In the end the author introduced a successful case of large state-owned enterprises'cargo insurance marketing. Throughout the entire marketing process of this case, the author participated in person and flexibly applied the marketing strategy and tactics mentioned above, with satisfactory results.The author hope that this paper could find out existing problems of cargo transport insurance and, further more, could provide useful experience to this company's cargo transport insurance business and others in the business. Because of limited knowledge, please understand any mistake.