A Study On The Strategy Of Automobile Insurance Business Of Hainan Granch Of CPIC

The State Council proposed to accelerate the development of modern insurance services industry in 2015 and clearly put forward to deepen the reform of the insurance industry,also steadily carry out market-oriented insurance rate reform,and finally better meet the needs of insurance consumers.The actual development of the current insurance industry including as a single insurance products,service capacity is not strong,the insurance consumer demand for diversification,these actual situation and the insurance company management level is closely linked.China Insurance Regulatory Commission carry out commercial auto insurance rate market reform pilot in some city on June 1 of 2015,such as Shandong,Chongqing,Shaanxi,Heilongjiang and Qingdao,and then gradually deepen the reform to all of the country.In this paper,Hainan branch of China Pacific Insurance Co.,Ltd(hereinafter referred to as:HNCPIC)as the research object,we should research the experience of domestic and foreign auto insurance reform,analyze auto insurance rate reform,use related tools to discuss the situation and problems of HNCPIC,and finally carry out some ideas and strategies of car insurance business for the future.This article is divided into six chapters.The first chapter is the forword for the introduces of article,including the background,the purpose,the method,the content,the technical route and the innovation.The second chapter is Literature review and theoretical basis,introduced the relevant basic theory,including the Porter five force model and SWOT strategy.The third chapter introduces the external environment of Hainan auto insurance market and analyzes that by using Porter's five-force model,and uses SWOT to analyze the business strategy of HNCPIC.The fourth chapter introduces the problems after the reform of commercial insurance of HNCPIC.The fifth chapter optimizes business strategies of HNCPIC.The sixth chapter is the conclusion.This paper analyzes the external environment and the internal problems of auto insurance business of HNCPIC by the Porter five force model and SWOT strategy,and then summarizes the strengths and weaknesses of auto insurance business and the external environment about opportunities and threats including.Finally,according to the "4P +1S" marketing theory,the article points out the development strategies of HNCPIC in auto insurance products,including as price,channel,promotion and service and also direction.