Research On The Marketing Strategy Of Personal Insurance In Shenzhen Branch Of Ping'an Property Insurance

With the rapid development of the national economy, China’s comprehensive national strength is increased rapidly, people’s income soared, the former is known as a symbol of the identity of cars flying into the homes of ordinary people, the automobile consumption market a rosy. Our government has come out with a series of measures to encourage the rapid development of the automobile industry, the total production and sales of the car continued to grow, for many years in the forefront of the world. Private cars are becoming more and more personal and family. It is one of the important targets of the residents in our country. The rapid development of the automotive industry has driven the development of other related industries, and one of the outstanding performance is that the premium of the premium in the whole property insurance market is becoming more and more serious. All major property insurance companies are focusing on the development of personal insurance as the focus of their business, personal auto insurance has become increasingly becoming the main battlefield of the property insurance companies. The Shenzhen Ping An insurance branch as the research object, on the basis of extensive research, combined with my own practice and his job seriously thinking, draws the main conclusions are as follows:(1) based on the analysis of the characteristics of insurance marketing, based on SWOT analysis of the existing problems, based on the 4C marketing theory, the existence of three aspects of problems pointed out the problems existing in the company’s personal insurance marketing branch of Shenzhen Ping An insurance, mainly to personal insurance publicity is not in place, marketing means lack of innovation, intermediary services development is not ideal, weak brand awareness, lack of high-quality marketing personnel, performance appraisal mere form, information technology lagging behind the use and demands of consumers lack of research, To provide customers with convenient services to consider the lack of a lack of communication and interpretation of the 11 aspects of the problem.(2) the main issues raised by the above analysis, through the research to improve the initiative, the main focus of the customer as the central strategy for marketing, to promote the development of management innovation strategy, brand building strategy to enhance the marketing development, to develop strategies to enhance the development of marketing strategy, information technology strategy, to improve the marketing strategy, marketing strategy to improve the development of marketing strategy, marketing strategy to improve the development of marketing and other eight aspects.With the continuous development of China’s automobile industry and the improvement of people’s consumption ability, the safety of personal insurance business has a huge market opportunities and attractive prospects, is to promote the continuous development of Ping An Property insurance companies and the great power and source of the forward. Ping An Property Insurance Company should seize the opportunity, as a positive, greatly enhance the competitiveness in the field of personal insurance business, and the competition of domestic and foreign insurance companies to dominate in the world and show the elegance of Ping An Property Insurance Company.