The Influencing Factors of Marketing Strategies for Insurance Business of Industrial and Commercial Bank of Beijing China

Abstract

This study aimed to provide valuable strategic insights to help bank achieve precision in market segmentation, improve target market system, and achieve differentiated market positioning through an in-depth analysis of the factors influencing the marketing strategies for insurance business of Industrial and Commercial Bank of Beijing China. This study examined the influence of three factors, namely market segmentation, target markets, and market positioning, on the marketing strategies for insurance business of Industrial and Commercial Bank of Beijing China. This study adopted a quantitative research method. A total of 400 questionnaires were distributed, among which 302 questionnaires were valid, with a validity rate of 75.5%. This study found that market segmentation, target markets, and market positioning had a positive effect on the marketing strategies for insurance business of Industrial and Commercial Bank of Beijing China. Based on the findings, the following suggestions are put forward: (1) achieving precision in market segmentation; (2) optimizing the target market system; (3) achieving differentiated market positioning.

Keywords: marketing strategies, insurance business, Industrial and Commercial Bank of Beijing China

6617195430 Wang Haoting, 2568 (2025). Advisor: Dr. Zhang Li, สารนิพนธ์ (Independent Study), The Influencing Factors of Marketing Strategies for Insurance Business of Industrial and Commercial Bank of Beijing China, นำเสนอในที่ประชุมวิชาการ (Conference), The 18th National and International Academic Conference 2025, ปริญญาโท (Master’s Degree), บัณฑิตวิทยาลัย (Graduate School), Master of Business Administration, International Business Management, Siam University, Bangkok, Thailand – มหาวิทยาลัยสยาม กรุงเทพมหานคร ประเทศไทย