A Study On The Development Strategy Of Automobile Insurance Business Of Guangxi Granch Of CPIC

In recent years, with sustainable development of the national economy and auto ownership increasing, the automobile insurance market get furthered. At the same time, the join in of ZKIC, BOCIC and BGIC made the competition of automobile insurance market in Guangxi more fierce. Under the comprehensive open competition status, the absolute advantage position of the "big three" of PICC,CPIC,PAIC getting down, especially the market position of Guangxi branch of CPIC subjected threats and challenges to a certain extent. Under the background, how to analyze the advantages and disadvantages as well as the external opportunities and challenges and develop practical automobile insurance development strategy to promote sustainable development of the whole business system, is an important topic of Guangxi branch of CPIC to keep the advantage position in the fierce car insurance market competition.Under the integrated use of PEST analysis, porter five analysis, SWOT strategy analysis, this paper summarizes the advantages and disadvantages as well as external opportunities and threats,by analyzing the status and external environment of automobile insurance business of Guangxi branch of CPIC. Then, using SWOT analysis strategy puts forward differential’s competitive strategy.At last, According to the 4ps marketing theory, puts forward corresponding product, price, channel, promotion, service development strategy as well as organization, talent, capital, incentive system, management safeguard measures. All in all, this article attempts to provide reference for promoting sound and rapid development of automobile insurance business of Guangxi branch of CPIC.