The Research For Key Customer Of PICC Anhui Branch Service Marketing Strategy

With the rapid development of social economy, the insurance industry as stabilizer, security and mortgage financing of social economy, is playing an increasingly important role. With the growing insurance market players, the supply of insurance products and services is expanding, the status of insurance industry in social life is improving, while the competition among insurance companies becomes increasingly white-hot, and the customers with large scale and good benefits become marketing focus. Therefore, the systematic study of top clients market, the research to the nature of insurance services, the analysis of the strengths, weakness,,opportunities and challenges in insurance, the establishment and improvement of the insurance service marketing strategy system, and the implementation of security, the achievement of sound and rapid development of insurance, become the problems faced and solved.For more realistic background, this paper takes PICC P&C Anhui Branch with good brand, well service, extensive network, sound underwriting and claims management foundation, and other advantages for instance, which retains the top market share in property and casualty insurance market of Anhui. Based on the theories and methods of service marketing, the article is to analyze the macroscopic environment, industry environment and main competition in target market of insurance through the use of the PEST analysis. SWOT analysis clears about business advantages, weaknesses, opportunities, challenges and conducts to research. The article also analyzes the status of key customer marketing of PICC P&C Anhui Branch, the problems in marketing and causes, raises a strategy and offers a proposal in product, price, channel, promotion, personnel, visible display and service marketing according to 7P combined strategy. Finally, it proposes measures of the implementation of safeguard in insurance business, the sales team construction, the insurance corporate culture and enterprise operation construction.This study gives an objective analysis of the internal and external environment faced by insurance companies, and also puts forward specific recommendations for optimization of the status quo of insurance marketing through the research of insurance customer service marketing strategy, combined with actual work. This study can not only play a positive role in key accounts marketing improvement of PICC P&C Anhui Branch, but also provide the insurance industry for a complete study system for key accounts marketing process, while it gives certain reference significance to insurance industry practitioners.