Study On The Marketing Strategy Of Auto Insurance Business In Shanxi Branch Of An Insurance Company

Along with the economic and social development level and the continuous improvement of car ownership,the car insurance business sustained and rapid development of our country,in 2012,our country car insurance premium income is 434.8 billion yuan,about 70% of the total in the insurance business.However,due to the increasing car insurance and insurance business,triggered a fierce competition between the same industry,and a shrinking profit margins.Since 2012 development,overall presents the adverse trend of the development of the insurance industry,between the same industry in order to seize market share,took a lot of illegal means,seriously disturbed the market order,from the overall analysis of insurance market,consumer demand is increasingly complex,higher demand for insurance products,general adverse trend of the development of insurance industry,and car insurance system lacks flexibility.With the development of globalization,information network,the emergence of the Internet,e-commerce make consumers become more convenient and quick access to information way,people consumption style also changed a lot,Internet insurance relies on technology,the characteristics of high efficiency and low cost accepted by consumers,gradually become the important marketing channel of each insurance company.In this context,the study of some insurance company marketing strategy of taiyuan branch has the vital significance.The paper is divided into seven parts.The first part introduces the background and significance of the topic,the research status at home and abroad,the theoretical basis of the paper,the research content,research methods and so on.The second part introduces the connotation of auto insurance marketing,STP market positioning theory,7PS marketing theory.The third part analyzes the macro environment,the industry environment and the purchase demand behavior of the insurance company Taiyuan branch.The fourth part analyzes the present situation and the existing problems of the marketing of auto insurance business in Taiyuan branch of an insurance company.The fifth part makes clear the market positioning of the company's auto insurance business,and puts forward the 7PS marketing mix strategy of the company's auto insurance business.The sixth part puts forward the optimization of the organization structure adjustment function,improve the auto insurance business marketing management system,strengthen the protection of auto insurance business marketing culture and so on.The seventh chapter is the conclusion and Prospect of the whole paper.The main innovation of this paper is to propose an insurance company Taiyuan branch based on OBD+UBI car insurance rates to determine the model,combined with the driver's driving habits to determine the premium price.And put forward the auto insurance business in the Internet,WeChat,APP and other new marketing channel strategy,and from the survey link,link,link loss adjusters and claims the improvement and application of equipment update and other aspects of the optimization measures of the insurance service.The purpose of this paper is using the theory of marketing,to find suitable for Taiyuan branch of an insurance company insurance business marketing strategy,to help them get more market share and profits in a competitive environment.