Study On The Vehicle Insurance Marketing Strategy Of Pingan Insurance Company

Chinese insurance industry is at the initial stage of development.The development of insurance industry is chaotic.The extensive development for enterprise can bring the rapid development of temporary,but at the same time,the profit model is unsustainable.At the same time,the wave of mobile Internet is the opportunity and challenge to Chinese insurance.Therefore,under the new situation,it is very important to the insurance company how to adjust the marketing channel,use its advantages,and combine with their own marketing channel advantage.This paper regard new era of vehicle insurance marketing industry environment as the background.Then this paper analyzes insurance company from internal conditions and external environment.At last,this paper put forwards some suggestions.At fist,this paper makes a brief introduction to the current research situation at home and abroad.this paper introduces the insurance marketing research by the domestic and foreign scholars on the insurance marketing research.After introducing the relevant theories,this paper introduces the situation of insurance company A.Its insurance product,marketing department,marketing personnel,and the company's main products of vehicle insurance are introduced.At the same time,this article also seriously analysis problems of this insurance company.Those problems include product development,product pricing,existing problems and problems existing in the personnel management.At the same time,this article analyze four external environment aspects of this insurance company from the economic environment,legal environment,social environment and market competition environment.Then this article has carried on the detailed analysis of the internal environment from the company's vehicles marketing strategy,marketing channel two aspects.After analyzing from Internal and external environment,this article put forward some marketing strategy suggestions for insurance company from the product strategy,price strategy,channel strategy and promotion strategy.Insurance company can use database marketing model to improve the product service ability,produce new products,improve the existing products,combination sales of insurance products and build a reasonable employee incentives to improve employee service to vehicle insurance products.Also,it can improve service quality.There are two aspects to promote channel capacity from classification management and integration of existing marketing channel.It can also enhance price competitiveness from high operating cost pricing flexibility to enhance competitiveness,the implementation of differential pricing strategy.There are five aspects which can be used to improve marketing promotion strategy,such as bank agents,professional agents,direct selling mechanism,online marketing and telephone marketing.