C Company Fidelity Insurance Market In Guangzhou2014Promotion Plan

Credit insurance is one kind of insurance that the insured provide the insurance of thedebtor’s credit risk to the insurer, and an insurance product for enterprise of the riskmanagement. Its main function is to protect the security of the receivable enterprise accounts.And the principle is to transfer the debtor’s obligations to the insurer. When the debtor fails toperform its obligations, the insurer shall bear the responsibility for compensation. Creditinsurance in our country started in1978after the Reform and Opening-up, and since1986,China began to offer short-term export credit insurance and domestic credit insurancebusiness. In recent years, with the gradual establishment of the social credit system, creditinsurance also gradually develope.The headquarters of C company is an insurance company that was established in1991.As the world’s top500companies, whether the scale of operation or business benefits, it wasin the leading position. After decades of development, business outlets are all over the country,brand value is continuously rising, classes of the insurance are continuously improved, andcredit insurance is the kind of insurance that is going to be strengthly sale. As the largeroperating city branch within the system, C company plays a quite important role. It hopes thatthe premium can hit a new growth point by means of selling the credit insurance, optimizeproduct structure and improve the market share of Guangzhou.According to the characteristics and the marketing situation of company credit insuranceproducts, fully analysis the future development strategy of the company and marketingenvironment of the product, a market promotion plan is made to sale the credit insuranceproducts in Guangzhou in2014. Plan first discusses the future development goals anddevelopment situation of C company, deeply analysises and researches on the Guangzhoumarket and the products of the company and the historical sales data, developes ideas anddirection of future strong marketing company credit insurance.And to provide decision support for the Guangzhou market marketing target and targetmarket selection of credit insurance company in2014, the plan uses the macro environmentanalysis method to analyze the macro environment for the product of C company marketingfrom nature, policy, economy,demand perspective. The plan uses Potter’s five forces analysismodel to analyze the industry environment of product marketing from the supplier, buyer,entrants, substitute,competitors perspective. The plan uses the method of SWOT to analyzethe marketing situation and environment from the advantage, disadvantage, opportunity, threat perspective.Finally, based on the product marketing, marketing environment and the actualdeployment of resources, the plan develops specific marketing plan company credit insurancein Guangzhou market in2014. And the brief analysis of the financial revenue can providefinancial risk control for a certain promotion plan, help Guangzhou branch better completecredit insurance of the company in2014in Guangzhou market.