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Research on Marketing Strategies of PICC Lanzhou Branch

Author: ZuoZuo
Tutor: CuiMing
School: Lanzhou University
Course: Business Administration
Keywords: Peoples Insurance Company of China LanzhouBranch Marketing Strategies
CLC: F274
Type: Master's thesis
Year: 2012
Downloads: 125
Quote: 0
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Abstract


With the improvement of the socio-economic development and people’s material standard of living, financial ideas and risk awareness have been accepted by the people and recognized by the general public, the level of knowledge of insurance products is also a gradual increase in property insurance products, consumer demand and broad prospects, at the same time,market competition in the insurance industry will become more fresh strong.In this paper, the Lanzhou Branch of PICC, PICC Lanzhou branch participate in the competition in the insurance industry’s potential advantages, disadvantages and opportunities and threats, for example, through the environmental analysis of its competition in the market, is the property insurance industry in Lanzhou City established businesses, but continue to fierce market competition, the Lanzhou Branch of PICC market consumer groups will gradually divert. Through the use of the STP analysis and4P marketing mix theory, the right the PICC Lanzhou Branch of the product market positioning and marketing mix strategy of innovation in-depth analysis and the Lanzhou Branch of the PICC to further expand the market, enhance their competitiveness, the paper argues that the implementation based on4P combinations marketing strategy, is an important way of Lanzhou Branch of PICC marketing strategy innovation, and its the implementation of the strategy for the recommendations of the specific implementation steps.Through the research, a useful reference can be provided to the marketing strategy innovation and implement of PICC Lanzhou Branch.

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CLC: > Economic > Economic planning and management > Enterprise economy > Enterprise Marketing Management
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