China Pacific Property Insurance Co., Ltd. Chengdu Branch Insurance Marketing Analysis To Explore

Being confronted with the challenge after " entry to WTO " and facing the enormous potential insurance market, China national insurance companies should seize the opportunity, be ready for the challenge, and adopt the positive marketing strategy to improve its competence in the market .The task of top priority is to strengthen the marketing consciousness of the insurance, catch the opportunity that the insurance market of our country has not yet been open to the foreign insurance companies in an all-round way at present, use the effective marketing strategy to increase the market shares rapidly and occupy the market. Then we could lay a solid foundation for our company in the future keen competition and sustainable development. At present some insurance companies do not think to improve their managerial skill and perfect the business activities. They just try to promote the selling by taking improper actions, such as increasing fees and giving commission,thus not only having caused their business to be abominable, but also having seriously influenced the reputation of our national insurance companies. This article does a study emphatically on marketing strategy of property insurance of CPIC through the research on relevant insurance marketing theories and actual investigation of the insurance market in Chengdu.The purpose of the article is not only for improving CPIC's competence in the insurance market in Chengdu, but to evoke every property insurance company to discuss about setting up modern marketing system. From such discussion, we could probe into the marketing system of property insurance that is suitable for our country and Chengdu, and improve the competence of all national insurance companies so that they can be in a position to confront with the impact of whole insurance after entry to WTO confidently. Basic content and frame of this article This article does a study on the marketing strategy of the CPIC Chengdu branch on the basis of the insurance market service . There are six chapters.Chapter One: Introduction.Chapter Two: The theory of insurance marketingThis chapter has introduced and analyzed the concept, meaning, characteristics and the basic contents of insurance marketing management briefly. It has pointed out that the insurance marketing management includes market environment analysis; the tactics of market survey, target market marketing; market selection; combined marketing. It stressed that the combined marketing concept should be introduced in the marketing strategy.Chapter Three: Present marketing status of CPIC Chengdu branch This chapter has introduced the business status of CPIC Chengdu branch in recent years. It has analyzed the marketing mechanism of CPIC and the problems existing in the operation of marketing.Chapter Four: The analysis of the market environment confronted by CPIC Chengdu Branch.This chapter analyzes the current situation of the insurance market in Chengdu. It makes an introduction about the subject and the object of the market. It analyzes the characteristics of the property insurance market and forecasts the potentiality and the prospect of the insurance market in Chengdu.Chapter Five: The analysis of the competitors of CPIC Chengdu BranchThis chapter analyzes the current situation of competition of the insurance market in Chengdu and the competition advantage of the main competitor of CPIC—PICC. To the malignant competition of insurance's price war, it does a study on the price competition by using the method of Gambling and puts forward that the CPIC's competitive strategy should be the differential competition strategy.Chapter Six: The analysis of the marketing strategy and the marketing tactics of CTIC Chengdu Branch This chapter carries on marketing analysis on the basis of marketing survey and study. And it has put forward the corresponding tactics to the problems existing in marketing. It has carried on studies on tactics analysis of the products, price strategy analysis, distribut...