Marketing Strategy Of Individual Credit Guarantee Insurance Of X Property Insurance Company Liaoning Branch

With China’s consumer credit market showing great growth potential and the introduction of policies by the government,the demand of microfinance by small and micro enterprises and individuals has exploded.The individual credit guarantee insurance product developed by the insurance industry helps small and micro enterprises and individuals to obtain unsecured small loans from banks by providing credit guarantee.In order to cope with the increasingly fierce market competition,X property insurance company Liaoning branch started the individual credit loan guarantee insurance business in 2015.After less than five years of development,the market share of X property insurance company Liaoning branch’s individual credit loan guarantee insurance business ranks second.However,there is still a big gap compared with the main competitors.With the rapid change of the market environment,the original extensive marketing management model of X property insurance company Liaoning branch is no longer suitable for its future development goals.Under the premise that the quality of business is fully guaranteed,realizing an increase in market share is already an urgent problem that X Property Insurance Liaoning Branch needs to solve.Based on the background,this essay focuses on the marketing strategy of X property insurance company Liaoning branch’s individual credit loan guarantee insurance.Collect relevant materials and comprehensively analyze the internal and external environment faced by the company in marketing,the marketing strategy of the company’s individual credit loan guarantee insurance business and the relevant safeguard measures are formulated to promote the smooth implementation of the marketing strategy.In this article,first introduces the purpose,background and significance of the research,and clarifies the methods and specific content of the research;then sorts out the theoretical results and concepts that need to be applied to this research,including SIP theory,7Ps marketing mix theory,etc.,Provide theoretical support for follow-up research.Thirdly,the internal and external marketing environment of X Property Insurance Liaoning Branch is analyzed using Porter’s five forces model.And the SWOT analysis is used to comprehensively analyze the competitive situation.Then segmentation,targeting and positioning is used on the individual credit loan guarantee insurance of X property insurance company Liaoning branch,clarifying the company’s alternative goals,so as to formulate the marketing strategy in combination with the marketing theory of 7Ps.Lastly,the necessary measures to guarantee the implementation of the marketing strategy are proposed.