Research On The Vehicle Insurance Of AB Insurance Company Shandong Branch

Being one of the property insurance, vehicle insurance is an important part of the insurance company’s business. Especially with the improvement of living standards and the increased level of automobile, market for vehicle insurance has great prospects. I have entered the insurance industry for nine years and have served in Shandong Branch of AB Insurance Group four years, consequently I get a chance to deepen my knowledge in the field of marketing management of vehicle insurance. With this opportunity to prepare this dissertation, I introduced vehicle insurance business in Shandong Branch of AB Insurance Group, combined with my practical experience in the insurance industry of all these years. I also analyzed the marketing team and channel construction of vehicle insurance in this company with an in-depth analysis to identify current issues in internal and external environment and to identify the problems in marketing concept, in marketing model, in the quality of the sales staff and the sales target. I did a SWOT analysis of internal and external environment of this company to analyze the strengths and weaknesses of their current competition in the automobile insurance industry and the opportunities and challenges in the process of marketing. Based on this, I used the experience of other developed countries for reference in order to establish the new marketing concepts and models and to develop new marketing channels, with communities as the sales targets. These measures provide the scientific advices to Shandong Branch of AB insurance group, promoting the rapid development. Different from the developed countries, the insurance industry in today’s China is still a sunrise industry, which is a huge primary market. With the focus of the government and the reform of the regulation, the development of the insurance industry is unprecedented. With the increased level of business entities and the severity of product homogeneity, competition of vehicle insurance is intense. Under such circumstances, taking reasonable marketing management strategies for insurance companies to establish the new competitive advantage is very important. I also hope that my dissertation can provide references for the development of vehicle insurance in other insurance companies as well.