Research On Non-auto Insurance Marketing Strategy Of China Pacific Property Insurance Company Chengdu Branch

The development of non-auto insurance business of property insurance company can realize the firm management,enhance the profitability of the company,maintain the social stability,as well as enhance the service level and image of the company,but also it is the core business of winning market share and enhancing the competitiveness of the company.Chengdu branch of the Pacific Property Insurance Company experienced 25 years of development,which already has a more mature non-auto insurance business marketing system.But under the background of the gradual increase of production and insurance market body,the promotion of state regulation and the market demand changes,Chengdu branch of the Pacific Property insurance company has been exposed to a variety of problems,such as backward marketing concept,single channel,new product launch lag.Therefore,it is urgent to continuously innovated the service concept,vigorously expand non-auto insurance business marketing channels,optimize the business structure,as well as establish a market in accordance with Chengdu branch of the Pacific Property Insurance Company’s marketing strategy,which ensure the stability and sustainable development of the company.The rapid development of the economy in Chengdu,the market mechanism of insurance and the gradual perfection of laws and regulations,they all have created the economic base and policy environment support for the development of non-automobile insurance business.In the last three years,the non-auto insurance business has also demonstrated strong growth momentum,Chengdu branch of the Pacific Property insurance company ushered in a larger market chance.And as the competition of the non-automobile insurance market in Chengdu intensifies,Chengdu branch of the Pacific Property Insurance Company’s product innovation,marketing strategy and service concept are also faced with great challenge.This paper summarizes the research on the product innovation,insurance price,channel development and service in the insurance market by the literature research method,and lays the theoretical foundation for the marketing strategy research.Based on the analysis of competitor’s marketing superiority,the product of Pacific Insurance,the status quo of sales channels and services,the paper summed up Chengdu branch of the Pacific Property insurance Company’s own marketing strategy: The company shouldadjust the product structure to meet market diversification needs,develop mobile internet marketing channels to develop app application software to gather user data,innovate service ways to enhance customer experience.Meanwhile,according to Chengdu branch of the Pacific Property insurance company Customer structure and brand advantages,it should choose the individual customers,small and medium-sized private enterprise customers,major customers as the main customer base.Combining with the marketing environment and SWOT analysis,the paper proposes that the non-auto insurance business of Chengdu branch of the Pacific Property insurance must carry out product and product portfolio innovation,enhance customer experience,pricing differentiation,diversify channel,specialization of sales team and positive image promotion and publicity.Chengdu branch of the Pacific Property insurance company must reorganize the business process,establish the rapid reaction mechanism,supervise the sales process,and improve the establishment of the Office team to ensure the implementation of the above-mentioned marketing strategy framework.This paper will provide a feasible reference for the future marketing development of Chengdu branch of the Pacific Property insurance.