Study On Marketing Strategy Optimization Of Short-term Export Credit Insurance Of P Property Insurance Jiaxing Branch

For more than 40 years of reform and opening up,many enterprises have gone abroad and participated in international competition.Export trade has played a vital role in China's Socio-economic development.In 2019,China's exports are facing export trade risks such as Sino-US trade frictions,uncertainty of Britain's separation from Europe and fluctuations in emerging financial markets.The political and economic environment faced by export enterprises is more severe and complex.The downside risks of the world economy are increasing.Trade protectionism threatens global trade growth.Export credit insurance,as a foreign trade promotion measure allowed by the WTO rules,is widely used by countries around the world as an important tool to protect the security of overseas accounts receivable.Short-term export credit insurance is an important tool for enterprises to avoid risks and market development.It plays an important role in exporting enterprises to pass on export risks,improve risk management level,compensate enterprise losses,export credit insurance financing,and improve resource allocation.In view of the fact that China's short-term export credit insurance is operated exclusively by policy insurance companies for a long period of time,there are long-term problems such as insufficient product innovation,insufficient guarantee funds,low service levels,low export penetration rate and high rates.Therefore,how to actively promote commercial insurance companies to develop export credit insurance business,optimize marketing strategies,expand the influence of export credit insurance business,and enhance the export credit insurance's ability to serve export enterprises is extremely necessary.Based on the marketing strategy and insurance related theory,this paper takes the short-term export credit insurance project of P property insurance Jiaxing Branch as the research object.Based on the analysis of the development status of Jiaxing Branch and the existing problems in service marketing,PEST theory,Porter's five-force model and SOWT-AHP model are used to analyze the macro-political and economic environment and competitive environment faced by the short-term export credit insurance of P property insurance Jiaxing branch,identify key factors of marketing strategy and determine the overall marketing strategy focus.Finally,the paper proposes the optimization scheme of 7P service marketing strategy and related safeguard measures for short-term export credit insurance projects.The research results of this paper not only provide targeted guidance for the marketing strategy of the commercialization of short-term export credit insurance of P property insurance Jiaxing Branch,but also provide reference for other similar commercial insurance companies to optimize the insurance marketing model.