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The Study Ofservice Marketing Strategyfor ABC Property & Casualty,Shunde Branch

Author: LinLin
Tutor: LeiMing
School: South China University of Technology
Course: Business Administration
Keywords: Property insurance Services Marketing Marketing Strategy
CLC: F842.3
Type: Master's thesis
Year: 2011
Downloads: 38
Quote: 0
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Abstract


Economic globalization continue to deepen , further opening up of the Chinese market , the Chinese insurance industry opportunities and challenges , the marketing tool of the insurance market is also undergoing change . Represented by means of marketing to relationship marketing is widely use in the insurance industry , with the major insurance giant stationed in the Chinese insurance market , has brought new ideas and patterns , in recent years , the insurance companies starting to focus on the channel construction , while increasing personnel training efforts , and strive to enhance the core competitiveness . With the changes in the external environment , the improvement of living standards and the increase in market supply main insurance consumers began to focus on the quality of insurance services . The quality of service has become the main basis of consumers' purchasing decisions . In this paper, the method of case analysis , an overview of the background and significance of the topic , with reference to the theoretical literature of service marketing and insurance marketing at home and abroad , used theoretical and insurance in the country 's development process , General Insurance Marketing market conditions , as well as the development of services marketing insurance marketing sense , the study objectives, content , and research methods . The case text introduces ABC PICC Shunde branch company in the course of development and marketing strategy of the status quo (7P) and the problems , PEST analysis marketing macro environment , as well as five forces model analysis of the competitive environment of the industry , combined with the Shunde PICC company SWOT analytic superiority, weaknesses and external opportunities and threats , summed up the main reason for the marketing strategy issues . Based on the analysis of the for Shunde property insurance market characteristics , status quo and development trend , combined with the characteristics of the insurance industry , and recommendations for improvement of the the Shunde company marketing strategy , and provide a reference for the development of other property and casualty insurance company service marketing .

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CLC: > Economic > Fiscal, monetary > Insurance > China's insurance industry > Insurance organizations
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