A Research On Marketing Strategies Of China Pacific Property Insurance Co., Ltd. Shenzhen Branch

After over 20 years of rapidly development, Shenzhen branch of the China Pacific Property Insurance has initially established a comprehensive marketing system, but there are still some questions, such as market positioning is not clear, marketing idea behind, single marketing channel, and promotion means inefficiency. So, how to innovate and expand marketing concept, establish actual marketing strategy, ensure the market position of prominence have became important subject of the company of sustainable development.The development of Shenzhen's national economic and improvement of the insurance laws, regulations and industrial policies provide a solid economic and institutional guarantee for property insurance industry development, Shenzhen branch of the China Pacific Property Insurance has a big market opportunities. At the same time, because of it's special position and function in China economic reform and development, the supply bodies of Shenzhen property insurance market will be increased, Shenzhen branch of the China Pacific Property Insurance will be faced with a sharp market competition, products design, marketing, after-sale service ect will face challenges.Based on the product, the brand, the service network, and other aspects of the competition strength and market popularity, the Shenzhen branch of the China Pacific Property Insurance should establish and implement market positioning strategy being the challenger of Pingan Property Insurance. According to its customer structure and the competitive advantage, Shenzhen branch of the China Pacific Property Insurance should position personal, medium and small sized private enterprises, and government departments as the key customers.Based on the main ideas of the 4P_S, 4C_S and 4R_S theory, Shenzhen branch of the China Pacific Property Insurance should construct combination marketing strategy with customer oriented: Firstly, implement product portfolio strategy, and constantly extend a new products.Based on the dynamic changes of the market demand, implement product innovation strategy.Secondly, according to the customer, regional and insurances, etc, to make the difference price strategy.Thirdly, perfect the marketing channel mode which relies mainly on the direct channel while making the middle channel (insurance agent and insurance broker) subsidiary, innovating insurance sales model and promoting the application and development of the direct marketing of insurances. Fourthly, constructure quaternity sales promotion system including personnal promote, advertisement, public relations and business promotion, effectively provide insurance information and guidance, stimulate consumption of insurance.Fively, set up the service idea of customers foremost, implement standard service standardization management. Strength and improve the service quality and improve the company claims quality and improve market reputation.To ensure the implementation of the marketing strategy framework, Shenzhen branch of the Pacific Property Insurance should build up the corresponding security measures, such as establishing a rapid response mechanism, restructuring business processes and organizational structures, organizing a high-quality marketing team and improving the human resource management system.