Research On Marketing Strategy Of Chinese Small And Medium Insurance Brokerage Company

Y insurance brokers,founded in 2011 and headquartered in Beijing,is a smaller insurance brokerage firm.In the actual operation process,Y insurance brokerage company through continuous development,gradually stand firm in the market,but also a variety of problems.The development direction of the company is not clear,the marketing strategy positioning is not clear,the marketing strategy needs further optimization and upgrading,the company's internal management mechanism,talent pool and other problems have become increasingly prominent,which greatly restricts the further development of the company.In order to effectively improve the competitiveness of Y insurance brokerage companies in the market and establish a dominant position in the market,it is necessary to introduce advanced marketing concepts,adjust and perfect the system so as to achieve the company's development goals.Firstly,the present situation and development trend of domestic and international insurance market,the insurance brokerage market and the current situation and development trend,through the analysis of the data of the first-tier cities index,and clear the current situation and development trend of the insurance brokerage market,determine the research question and related theoretical basis.Then,combined with the actual situation of the operation of Y insurance brokerage company,through field research,using data analysis and results verification measures,to find the crux of the operation of Y insurance brokerage company.By using the SWOT analysis tool,the Y insurance brokerage companies face market situation analysis,based on the Y insurance brokerage company's internal and external characteristics,the face of opportunities and challenges,and combining the strengths and weaknesses of the company,to determine the development direction of the company,and its marketing strategy.Then,using 7Ps marketing mix theory and Potter five force model to analyze and summarize the highlights of the company's operation.Based on the preliminary analysis and research based on Y insurance brokerage company highlights the problems of marketing in the company,made clear the development direction of the company,the company highlights the problems in accordance with the company's current situation and development needs,improve the rationalization,and according to the marketing strategy of the company improved,developed a marketing plan,promote the development of the company's steady and rapid.