Car Insurance Marketing Strategy Based On Consumer Behavior Research

This paper studies from the resources and a review of the relevant theoretical knowledge, collect a lot of consumer behavior related journals and books, for auto insurance scheme based on consumer behavior, marketing writing accumulated a solid theoretical foundation. Dynamic analysis and combing abroad, the main subject of the following four points made findings:First, analyze the characteristics of consumer behavior and decision-making models, from the early decision-making behavior, mid and post-purchase behavior discussed three aspects of behavior feedback consumer decision-making behavior characteristics, and cognitive problems, information gathering, purchase inquiry, post the contents of the decision-feedback factorization analysis, choose the car insurance market in Hunan case later analysis and marketing program is to provide a theoretical basis. Second, the present situation of China’s total auto insurance marketing environment, described the Chinese insurance market’s strengths and weaknesses from the micro and macro aspects of the challenges and opportunities currently facing the auto insurance market, a scientific evaluation of Hunan Province for the following insurance analysis and selection of marketing programs provide a realistic market case basis. Third, the investigation and analysis of the current characteristics of the auto insurance market, consumer behavior, Hunan Province, Hunan Province, discusses the auto insurance market, consumer awareness about buying auto insurance, attitudes and post feedback and other issues, the theory on the basis of consumer behavior, from consumer decision-making behavior early, mid and late buying behavior conduct a detailed analysis of the feedback corresponding.Fourth, Hunan case study of consumer auto insurance market to develop a marketing plan based on the theory of auto insurance on the basis of consumer behavior, combined with consumer psychology and consumer’s own characteristics and objective insurance marketing environment is proposed for science marketing programs, including product strategy based on consumer behavior on the basis of price strategy, channel strategy and marketing strategy.In summary, the present study the basic theory of consumer behavior from the start, combined with the marketing environment characteristics of the Chinese insurance market, Hunan Province as a case summary and analysis of the current characteristics of the car insurance market consumer behavior in Hunan, and to point to the whole consumer behavior auto insurance market has done a general description and evaluation, in order to promote the national insurance market and the importance of understanding consumer behavior, marketing strategy to establish a scientific insurance program designed to provide a reference for the healthy and rapid development of China’s auto insurance market.