Research On Credit Marketing Of The Qingdao Branch Of Chinese People's Health Insurance Co., Ltd.

With the economic globalization, China's economy has been developing rapidly. Because of more open insurance market and improved related laws and regulations, the competition in insurance industry is increasingly fiercer. Fostering good company image and developing improved and mature customer relationships becomes the top priority for companies. So for insurance companies, marketing strategy planning and selecting becomes the key of their competitive advantages. Insurance company must lay emphasis on credit marketing in their development. This article first summarizes theory of credit and the Principal - Agent Theory at home and abroad, and then explains the credit marketing and related theory, and then describes the current situation of the operation and marketing of the Qingdao Branch of Chinese People's Health Insurance Co., Ltd.Using SWOT analysis method and combining knowledge of management, economics and law, etc., this article analyzes advantages and disadvantages of market competition of the Qingdao Branch from macro and micro perspectives, thus proposing measures to strengthen competitive advantage by credit marketing and establishing related evaluation system. In the meantime, this article theoretically explains the scientificity and feasibility of credit marketing, and, based on this tactics, puts forward more specific implementation and safeguard measures.In short, this article brings forth workable and enforceable marketing strategy to achieve the goal of further increasing market share and economic efficiency of the Qingdao Branch of the Chinese People's Health Insurance Co., Ltd. Meanwhile, the strategy is useful for companies and enterprises of similar nature and even from similar industry.