Research On Marketing Strategy Of T Property Insurance Company A Branch

After nearly 20 years of rapid development,A property insurance company T branch has preliminarily established relatively complete system of marketing,but there are still some problem that not allow to ignore,such as market positioning is not clear,the marketing idea behind;Single marketing channel,promotion,low efficiency,etc.Therefore,continue to innovate and expand insurance marketing concept,build consistent A property insurance company T branch of the actual market marketing strategy,ensure that the company's dominant position,has become an important topic in the sustainable development of the company.At first,this paper analyzes the connotation and characteristics of insurance marketing,then starting from A property insurance company T branch and problems of the current marketing system,analyzes the internal and external marketing environment,the company based on this,on the market positioning,and puts forward the actual match company to "customer oriented" marketing mix strategy framework.In this paper,based on the 4PS,4CS and 4RS marketing theory,the main point of the proposed A property insurance company T branch should be built to the integration of "customer oriented" marketing strategy:(1)based on the dynamic change of market demand,the implementation of product innovation strategy;Implement product portfolio strategy,and continuously extend out new products;(2)according to different customers,geographical and danger is planted,the different price strategy formulation and implementation.(3)to further improve is given priority to with direct channel,channel(insurance agent and insurance broker)is among the marketing channel mode;Innovation of insurance sales model,to promote the use of insurance straight after marketing and development.(4)the builder marketing,advertising,public relations and business promotion "four-one" promotion system,effective to provide insurance information and guidance,stimulate consumption.(5)the idea of service first,implement standard service standardization management;Strengthen after-sales service and improve the quality of claims,improve the company's market reputation.In order to ensure the implementation of the marketing strategyframework,T A property insurance company branch should build corresponding safeguard measures,such as establishing the mechanism of rapid strain,restructuring of the company business process,to form A high-quality marketing team,improve the human resource management system,establish A good channel feedback system,etc.