Man Paul Dalian, Marketing Strategy Study

With the development of society and economy, the insurance industry of China have a quickly development, too. Being the biggest insurance , the PICC Property and Casualty Company Limited has got a large increase in premium scale these years. However, with the competition of insurance industry became severer and severer ,plus the harshly management and the lack of modern marketing idea, the market share of PICC has decreased dramatically.This paper takes PICC Dalian Branch as the research subject , according to the relevant theory of marketing, together the actual condition of PICC Dalian Branch, the marketing status of PICC Dalian Branch is concluded, at the same time, through the macro environment and industry circumstance analysis , the marketing strategy and marketing tactic of PICC Dalian Brach is brought out.This paper is divided into five partsThe first part gives a simple introduction to the background of PICC Dalian Branch. And through the description a marketing circumstance, the marketing problem are concluded ,at the same time, the causes has been analyzed in detail.In the second part, the insurance demand and supply is analyzed, and through the compare of premium scale and the GDP of Dalian city, the paper indicates the insufficient development of Dalian insurance industry. In addition, in this part the insurance category and insurance structure in Dalian city is analyzed.In the third part, this paper have a detail analysis about the internal circumstance of PICC Dalian Branch and the condition of competitors , through the description and analysis the advantage and disadvantage is concluded.The forth part is the most important part, based on the above three parts , the part bring forward the company's marketing target and the conference tactic, including outside marketing strategy ,such as, production strategy, price strategy, service strategy promotion strategy and channel strategy and internal marketing strategy .The fifth part is the last part, in the part there only be a simply conclusion about this paper.