Research On The Marketing Strategy Of The Jilin People’s Property And Casualty Insurance Company

In recent years, the insurance industry, always adhere to market-oriented direction of reform and development orientation, the main rapid growth in the number of domestic insurance market, the establishment of new insurance companies, branch offices, the continued expansion led to profound changes in the domestic property insurance market competition. Competitive market environment is a common stage of the insurance companies to compete, and the insurance company to enhance the core competitiveness of the external driving force, the external conditions to promote rapid and healthy development of the insurance industry, target market-oriented marketing philosophy, insurance fully utilize its advantages to meet the needs of customers and markets, in order to achieve the growth and expansion goals, the domestic insurance market liberalization, accompanied by the entry of foreign insurance companies, the main rapid increase in market insurance, the market increasingly competitive. Competitive in the market is gradually formed and continues to deepen, and market concentration will decline.The first development status of the domestic property insurance were analyzed. More than30years of reform and opening up, China’s insurance industry achieved unprecedented rapid growth and expansion. In general, property insurance in China is still immature, mainly reflected in a variety of history and reality of environmental factors, the insurance price still is the most important key factor in determining the market. At the same time, highlighting the four outstanding issues:First, the insurance industry guiding philosophy of the need to further change. Second, the construction of social credit system need to further strengthen the structure construction of the insurance industry credit system is still a long way to go. Third, the insurance awareness of social consumer. Fourth, the social atmosphere and the environment need the right guidance, to create a favorable external atmosphere and environment for the healthy development of the insurance industry. Next, the author describes the the Jilin PICC development status and the presence of ideas, the ability to sell, the market leading issues.The second property insurance market environment in Jilin Province were analyzed. Including the analysis of the macroeconomic environment and market competition analysis of the situation. Macro environment analysis, respectively, were analyzed from four aspects of the regional political and legal environment, economic environment, social environment, technological environment. Analysis of competition in the marketplace, Jilin insurance main gradually increased, intensified competition, the Jilin PICC P&C market share gradually declined. Compared with major competitors, Jilin PICC has obvious advantages in human resources and brand reputation, social resources, customer resources, network resources, and sales capabilities in risk identification and control, product development, operations control capability, service capability in the middle and disadvantages.The third chapter discusses the the Jilin PICC marketing strategic planning, elaborated mainly from three aspects of market segmentation, target market selection and market positioning. First, with the market segmentation theory, according to geographical factors, the economic and consumer factors and channel factors Jilin Province property insurance market segments. As Jilin person PICC in a leading position in the market, while China’s insurance industry is developing rapidly, the country’s economic structure adjustment, the proportion of tertiary industry accounted for the national economy to further enhance and gave birth to the property insurance, liability insurance on the objective, demand for accident insurance will increase, which will increase the proportion of personal insurance business; state support for the "Agriculture" to improve the security system in rural insurance work is gradually in-depth, all-round development will inevitably bring about the rural insurance market, the Chinese people’s Insurance as a Republic the total length of state-owned insurance companies, bear for the people’s livelihood, especially the social mission and the political mission of national development "rural" strategy to defend the strategic establish Jilin PICC target market is:the individual insurance market and rural insurance market. Then the author according to the characteristics of different market segments, Jilin PICC target market specific positioning.Analysis of the above three chapters, Chapter IV of the the Jilin the PICC marketing strategy, including three parts:brand strategy, product strategy and service strategy. Brand strategy, training and the formation of high-performance brand culture system, give full play to the staff at all levels, especially the exemplary role of leadership in the construction of brand culture; product strategy, and improve product development management system was to establish the company Total product R&D linkage mechanism, establish a product development management platform and product development linkage mechanism; service strategy through innovative service initiatives to accelerate the speed of claims, and strengthen the assessment of auto insurance claims time limit, and to improve complaint handling performance on the survey to assess the damage of the claims center staff to implement dynamic management, enhance service quality and service capabilities.In summary, the marketing strategy is of great significance to explore the market of Jilin PICC, the company decision-making on the development of the property insurance business increased awareness, strengthening the degree of attention, so that to obtain a competitive advantage in the fierce market competition status.