Research On The Marketing Strategy Of CPIC Jiangsu Branch

Chinese insurance industry has developed rapidly since joining the WTO. And insurance subject has become increasingly diversified. But compared with developed insurance market, the insurance depth and density of China is still in a lower level, and the growth potential is enormous. In 2014, the premium income of Pacific property insurance Jiangsu branch is 4.321 billion Yuan, and ranks the second in Jiangsu market. The vehicle insurance premium income is 3.214 billion Yuan, occupying 76.14% of the total premium, with year-on-year growth of more than 14.77%. How can occupy more market share in the future, and implement the rapid growth of the car insurance business are urgently needed to be solved in Jiangsu Pacific.Firstly, this thesis introduces the development of Jiangsu branch. Thesis mainly includes the marketing agency settings and marketing personnel management of vehicle insurance. Secondly, it focuses on the Jiangsu Pacific insurance marketing environment and parsing problem with SWOT analysis method. The main characteristics of the current vehicle insurance in Jiangsu province is that the homogeneity competition in diversified main body market is serious, the car growth is getting close to a turning point, the bargaining power of trade related parties is more and more strong, and the application of new technology used to reconstruct the basic product pricing and the basic way of management services. The present main vehicle insurance business management situation is not optimistic for that operating income growth speed slow down, and operating efficiency become worse and worse, the comprehensive cost rate of more than 100%, moreover, the product and service lack of differentiation competition. The next and then the thesis discuss the strategy problems of vehicle insurance of Jiangsu branch. The main existing problems is that vehicle insurance products are uncompetitive, market marketing ability is so weak and the business cost is growing so rapidly that the service quality can’t meet the needs of customers. Besides, we obtain the data information through the way of questionnaire, Using SPSS software to analyze the questionnaire. Finally provide business strategy to promote the development of its transformation. The business strategy mainly cultivate the product core competitiveness, to build differentiated market competition ability, promote differentiation and lean marketing pattern, strengthen the channel and the industrial chain to secure control of bargaining power, and by using new technology and new management methods to reduce operating costs, promote efficiency of managementThe summary of marketing strategy of Jiangsu branch will be great importance value to the same trade for vehicle insurance. Also this thesis will play a positive role for the insurance market.