Research On Marketing Strategy Of Non-vehicle Insurance Business Of T Insurance Company Yunnan Branch

Since the reform and opening up,China's national economy has developed steadily and rapidly.As an important part of the financial industry,the insurance industry has also developed rapidly in the past two decades.Whether it is property or life insurance industry,it is also facing the pressure of market competition while welcoming development opportunities.As an important part of the property insurance industry,non-vehicle insurance business is an important driving force for the future development of the property insurance industry,with a vast market and huge potential.T insurance company is one of the "old three" in China's property insurance industry.Since its establishment,it has been leading the development of China's insurance industry.Today,with the increasingly fierce market competition,T insurance company also needs to constantly seek breakthroughs and improvements in such a competitive environment.For the Yunnan Branch of T Insurance Company,it is particularly important to analyze and study the competition strategy of Yunnan non-auto insurance market,which will help the further development of Yunnan Branch's non-auto insurance business,prompt enterprises to find problems and improve them,and enhance their survivability in the fierce market competition.Taking Yunnan Branch of T Insurance Company as an example,this paper studies and analyses its non-auto insurance business development strategy.It makes a detailed analysis from the current non-auto insurance market in Yunnan,the development situation of main competitors,and the problems existing in the development process of Yunnan Branch of T Insurance Company.It explores the macro-level of Yunnan Branch of T Insurance Company in Yunnan market by using PEST and SWOT analysis methods.Environment,industry environment,self-advantages and disadvantages,opportunities and threats,according to the strategic objectives of enterprises,four areas of construction industry,financial industry,folktourism and county countryside which need to be developed in the future are selected.Based on 4P marketing theory,products,prices,channels and promotion strategies are explored,and corresponding competition is formulated after detailed analysis of the four key areas.Strategy.Product aspect:innovate products,upgrade existing products,launch combination products that meet market demand;Price aspect:differentiate pricing according to customer groups,products themselves and regions,build quotation model and reasonable pricing;Channel aspect:steadily develop traditional channels,focus on the development of bank and mail channels,innovate and develop direct marketing channels and network marketing channels,and jointly develop through multiple channels.Change the current single channel model;Promotion:increase advertising investment,enrich holiday thematic marketing activities,participate in public welfare undertakings,enhance corporate image,and ultimately promote business development;Focus on four key areas:in the overall non-vehicle insurance business stable development at the same time,focus on the development of diversified portfolio products,development of new products,seize four major areas Market share.