Research On Optimization International Business Marketing Strategy Of PICC Changsha Branch

Under the background of the “Belt and Road” Initiative and the “go global” strategy,Chinese enterprises have implemented a large number of infrastructure investment and large-scale projects in countries and regions along the “Belt and Road” routes.The huge overseas insurance demand has made the overseas business of Chinese insurance companies develop extremely fast.Thus,in China's all-around opening-up structure,to actively adapt to the new situation of China's economy,to respond to the transformation of China's economic development mode as well as to enhance the company's sustainable development capability,it is necessary for the People's Insurance Company of China Limited(PICC)to take the opportunity to improve the service capabilities of its international insurance business by meeting the overseas insurance needs of customers.Through this way,the PICC will quickly promote the internationalization of business,and theref ore become a world-class insurance company.Taking PICC Changsha branch as the research object,the paper comprehensively analyzes the external marketing environment,the competitive environment of the industry as well as the development environment of internal resources and capacity of the international business of PICC Changsha branch by using the basic principles and framework of marketing management and insurance marketing,PEST and Michael Porter's five competitive force tools.Next,based on the analysis of internal and external environment,the paper analyzes the problems existing in the current marketing strategy and tries to find the reasons.Then,with the SWOT analysis,the paper,analyzing the advantages and disadvantages of the company as well as its external opportunities and challenges,finds out the marketing strategy that the company should make.After that,based on the comprehensive analysis of the current international business environment,using the STP analysis method to segment the international business market,the paper chooses the target market according to the company's own product features and service characteristics and provides suggestions for company's corresponding brands,products and personnel positioning for its target market.Later,on the shortcomings of the existing marketing strategy,combining with the analysis of the target market,the paper proposes more detailed optimization suggestions for the international business marketing strateg y of PICC Changsha branch from seven aspects including products,price,marketing channel,promotion,personnel,service process and application of Physical Evidence.Finally,in order to ensure the implementation of the optimization scheme,the paper gives corresponding safeguard measures from the aspects of organization,finance,talent and internal control.Seizing the opportunities that relevant state policies have created,the paper takes the insurance company's international business as the research object.Using marketing theory and related analysis tools,combining theory with practice,the paper takes PICC Changsha branch as an example,finds the characteristics of international business,optimizes the company's existing marketing strategy,and develops a set of effective marketing strategies for the company's international business.This will help the company to adjust its business structure,enhance its competitiveness in the international business market,improve the company's sustainable development capabilities,and provide reference for other institutions involved in the international business market competition.