Research On The Marketing Tactics Of PICC Xiamen Branch

Degree of modernization in the development of the insurance industry is to measure the degree of modernization of a country's economic and social development important criteria,with the healthy development of China's economic and social,the constant improvement of market economic system,the residents' consumption idea change,our country property insurance industry has greater market space.As the earliest property insurance company in Xiamen city,the company has been committed to its reputation and loyal service for many years.The company has won the reputation of consumption with high quality service,the scale of sales is expanding,the company's profit is increasing year by year.However,as the insurance market in Xiamen city has become more and more mature,the competition pressure of the Xiamen branch has been increasing,and the problems existing in the insurance marketing process are more obvious.Based on the overall industry environment of Xiamen property insurance market in recent years to carry on the summary,analysis of the current Xiamen property insurance products,the overall demand of the market,demand structure,found that faster development of Xiamen city property insurance,overall demand structure stabilization.According to the theory of 4p analysis framework,this article from the insurer Xiamen city branch of the product,price,channel,promotion four aspects carries on the analysis,found that compared with competitors,the insurer of Xiamen branch characteristic in many aspects in the process of marketing.According to questionnaire inquiry analysis,customer demand and customer information on are analyzed by Cross analysis model.In order to study the different irncome,occupation demand degree of insurance and the main factors influencing user requirements,the client's insurance demand and satisfaction were analyzed,which provide the basis for marketing strategies.Finally,the target market and the marketing strategy of Xiamen branch were established?For further expansion of the target market,this paper from the insurance product innovation,price rate adjustment,the development of marketing highly channelizing,after-sales service optimization of multiple aspects,such as specific put forward to promote insurer of Xiainen city branch marketing strategy:in the aspect of product,the insurer should property insurance in Xiamen branch customers market segmentation,and according to the characteristics of the segment targeted the development of personalized insurance products,in addition,the company shall also be aimed at the shortcomings of products to strengthen the innovation of the products.In terms of price,the company should implement flexible pricing mechanism based on geographical differences,customer differences and product differences.In terms of channel,the company should actively develop the existing networ.k utilization efficiency.In terms of promotion,the company should strengthen the training of sales personnel,and strengthen the promotion of products.