Research On Car Insurance Marketing Strategy Of J Province T Insurance Branch

Since the beginning of China's accession to the WTO,every industry has shown a leap of growth,particularly in the insurance industry,not only the main bodies appeared diversified development,but also its degree of openness is unprecedented.However,compared with developed countries,deficiency could be seen in the breadth and depth of the coverage in China's insurance market.Therefore,on the other hand,development space is relatively large.Take J province's T Insurance branch for example,the premium income of 2015 has exceeded 4.3 billion Yuan,over 70 percent of which came from auto insurance,nearly 15%higher than the same period last year,ranking second in the local insurance market.For T insurance branch,there is a urgent need to face and resolve the important issues of how to obtain more market share and how to promote the further growth of auto insurance.This paper takes J province's T Insurance branch as the study object.Firstly it looks at the branch's present operating conditions and its specific marketing strategies.Secondly,combined with the actual marketing environment of the auto insurance and relevant theories,the paper makes a comprehensive analysis of the branch's internal and external,in order to find its shortcomings in marketing strategies and propose effective solutions.In the current situation,there is a high degree of homogeneity in national auto insurance market.In addition,the rapid growth of car sales in recent years may be approaching an inflection point.The introduction of new auto insurance policies,coupled with related parties' continuously improving bargaining ability and the use of new technologies,bring changes in the products positioning and mode of operation.Therefore,the question that auto insurance business would be facing in the next stage is likely to be business failure,such as the dropping revenue gains growth,operating income decline,rates of comprehensive cost exceeding 100%and so on.In the mean time,because of the lack of competitive products and a high degree of homogeneity,differences between insurance companies would be weakened.Subsequently,this paper makes a deep-in discussion and analysis of T branch's existing insurance marketing strategy.With the help of consumer behavior questionnaire,more direct and accurate data is collected,which is an effective tool to summarize the existing problems in marketing strategy.This paper grasps the future development direction of the auto insurance industry,and takes a new theory of T branch's auto insurance business marketing strategy,namely 4Rs,to realize the adjustment and improvement of the business strategy and maximize the management process optimization,in order to achieve a strong impetus to the T insurance branch's auto insurance business.The research results of this paper has certain significance for other insurance companies in auto insurance marketing,and for the whole insurance market,it also plays a positive role.