Discussion Of The Picc, Qingyang Branch Companies In Marketing Mode

Along with the lasting, fast and healthy development of national economy, the developing state of market of insurance of our country runs well. The growth of the national income and enhancement of insurance consciousness spur the enormous demands of the insurance; and has caused the keen competition of the insurance market as well. At present, the domestic competition pattern of insurance is that the competitor is increasing day by day, on the other hand, that market concentration degree is dropping constantly. The transition period when the insurance joined World Trade Organization has already been over on December 11, 2004, it indicated that the insurance of our country enters the overall new period opening to the outside world; the process opening to the outside world is accelerated day by day. The entry of the insurance company of the foreign capitals has brought the advanced technology and experience of management, and has aggravated the competition of the insurance market as well. However, it is pity that, the aggravation of the competition has not only brought the good opportunity promptly, but taken the meager profit era of the insurance. At present, the insure product is homogeneity but lack of innovation at home. Under the situation that the demand of the overall insurance is still insufficient, the masses marketing era that relies on tradition one idea to exploit the market has been already finished. Under this background, how to seek an effective insurance marketing mode has not only for important theoretical research meaning, but urgent realistic meanings. This text select PICC Chengdu Qingyang Branch as main researching case, to diagnosis its marketing mode , and applies the modern marketing theory combining with practice to establish the new marketing mode for Qingyang Branch. The full text is divided into five chapters mainly: Chapter one introduces the background of the research and then introduces the whole PICC Company and developing state of Branch Company of PICC Chengdu at first,and then introduces the relative position of Qingyang branch among all the branches. Chapter two probes into the marketing question of the property insurance theoretically, and then provides the researching frame of this paper. Chapter three analyzes the competition situation of property insurance market of Sichuan Province, as well as of area of Chengdu. Chapter four diagnoses the marketing question existed in Qingyang branch. On the basis of the two first chapters, this chapter uses quantitative analysis technology to assess the marketing strategy environment of Qingyang branch, and then analyzes and diagnose existing marketing mode, points out that the existing marketing mode does not fit well with the needs of market environment development. On the basis of diagnosing Qingyang branch existing marketing scheme question, Chapter five combines the development newly of the existing marketing theory, makes innovation up since marketing, the value chain of marketing is given a new lease of life to, strengthen market measure of popularization, strengthen group marketing strength and channel construction, etc. Based on all mentioned above, this text proposes that the insurance company must establish the marketing idea correctly, grasp the marketing effective method of the modern insurance. Marketing idea should transform from paying close attention to insurance products to paying close attention to the needs of the customer, turn from products marketing of the insurance to the marketing of brands. The insurance company must research and develop insurance product in terms of the needs of customer and formulate the marketing channel. The insurance company should...