Marketing Strategy Of Home Insurance For AX Property Insurance Company

Home insurance is a kind of traditional insurance.Nowadays,the home insurance is the second largest market segment of P/C insurance market in most developed countries,whose insurance rate can be more than 50%and distribution channels is wide.In the global digital evolution of insurance industry of recent years,the home insurance start to combine with IoT and big date technology,focusing on which many startups have jumped at the challenge.After new China was founded,the home insurance was introduced in 1990s,but which only takes less than 1%of market share for various reasons such as product design,distribution channel,claim process and less added value.In the meanwhile,the limitations of using government power for recovery from housing disaster have being exposing to public.As an online property insurance company,it is not only can be benefit for AX but also the whole society to research on how to develop home insurance business.This article indicated the status and diplomas of domestic home insurance market at the first,then demonstrated the situation of the US home insurance market for reference,and analyzed the competition environment with PEST and SWOT method in the following paragraph,at the end,some strategy was given based on 4P marketing theory on how to develop home insurance business for AX insurance company.In the choices of research methods,this article strives to clarify the main purpose through the literature research method,comparative analysis,theoretical analysis and practical combination of method.However,due to the length of the article,the author fails to make further arguments in the product pricing using big data and government regulatory,which need to be discussed more deeply in the future.