Research On The Vehicle Insurance Of Ping An Insurance Company Of China Ltd. Hunan Branch

With the rapid economic development in China, the insurance industry is developing unprecedented rapidly. Especially in recent years, with the rise of the auto consumption in China, vehicle insurance business is growing rapidly, and become the main areas of major insurance companies to compete. Ping’an Insurance Company of China Ltd. Hunan Branch has developed sustained and rapidly for many years, which has taken a large t share in the auto insurance market in Hunan Province, and has built up a sound marketing system. But As the competition in the vehicle insurance market in Hunan province is becoming more competitive, in order to ensure the company’s dominant position in the market in Hunan Province and to keep sustainable development, we must continue to make innovation, to utilize advanced abroad insurance marketing idea, and to optimize the company’s marketing strategy.Firstly, this paper analyzed the external environment of vehicle insurance, including the analysis on macroeconomic factors, market regulatory environment, vehicle insurance market prospects and competitive environment. Secondly, The basic situation of the company and the current marketing strategies were discussed. Based on this, the paper employed SWOT model to examine the opportunities and the threats faced by the company’s insurance business and it’s advantages and disadvantages in competition. Finally, combined with SWOT matrix analysis, the paper proposed optimization strategies aimed at improving the competitiveness of marketing in terms of product, price, channels and so on.This paper is based on the analysis of the case of Hunan branch of Ping An Insurance, applied the marketing theory to practices, to. And it has a strong practical significance in developing the company’s auto insurance market and enhancing its marketing performance. Meanwhile, to some extent, it is a reference to the other insurance company’s marketing strategy enhancement.