Research On Optimizing Marketing Strategies Of Private Vehicle Insurance Of Ping An P&C.Shenzhen Branch

After20years of rapid development, Ping An P&C Insurance Company of China, Ltd. Shenzhen Branch has initially established a relatively complete marketing system for private vehicle insurance business, however, there are still some problems cannot be ignored, such as the intense competition in price, the outflow of clients, and the replication of service standards. Therefore, to continue innovating and expanding insurance marketing idea, to build a marketing strategy consistent with the reality of Ping An P&C Insurance Company of China, Ltd. Shenzhen Branch, and to ensure the company’s dominant position in insurance industry in Shenzhen, has become an important issue in the company’s continuing development.First of all, this article describe the current status of private vehicle insurance of Ping An P&C Insurance Company of China Ltd. Shenzhen Branch, including company profile, sales structural establishment, salesman administration and the premium amount, etc. Moreover, the article shows an analysis on the internal and external marketing environment of private vehicle insurance by using the SWOT analysis so as to review the opportunity and challenge Ping An private vehicle insurance may face to, strength and disadvantages in the fierce competition. Secondly, to analyze the problems such as unable to meet new demands, outflow of resources caused by present marketing strategy (homogenization of insurance types and pricing, specialization of sales channel, separated authorization of sales promotion, establishment of high standard of service) and its reason by combining it with questionnaires from clients.Furthermore, propose the specific optimization marketing strategy from the aspects of product, pricing, channel, promotion and service of private vehicle insurance in order to improve the client’s satisfaction and ensure the company’s dominant position. Meanwhile, for the purpose of ensuring the implementation of the optimized marketing strategies mentioned above, we should establish the corresponding measures, including optimizing organizational structure, adjusting department function, improving the development of human resource, cultivating service consciousness and completing motivation system, etc.Via the analysis and conclusion of Ping An P&C Insurance Company of China, Ltd. Shenzhen Branch private vehicle insurance marketing strategy, this case is drew on the experience to the whole private vehicle insurance industry, and also give rise to sustained, rapid and sound development for the private vehicle insurance market.