PingAn Property &Casualty Insurance Marketing Strategy Of Dalian Branch Research

With the fast development of the Internet + mode, the major industry has undergone enormous changes. Traditional insurance industry is no exception. The emergence of Internet insurance company, insurance rate reform, and consumers' demand for safety technology makes the traditional insurance companies faced with a huge challenge. How to seize this great change has become a most important issue of every insurance company. Internet sales channels is particularly important in the Internet era, it is a major insurance company competition venue.This article is based on this background, using marketing issues of Ping An Property &Casualty Insurance Dalian Branch(hereinafter “Ping An Dalian”)for analysis. Firstly, according to 4Ps theory, it analyze the existing marketing problems, and then start from the external environment of Ping An Dalian, analyzing major changes in the political environment and the current market trend of auto insurance. Secondly it is based on the overall market conditions of Ping An Dalian to analyze their advantages and disadvantages. Finally, from a view of consumer demand, we try to understand consumer views on the insurance market.According to the research of Dalian auto insurance marketing, this paper puts forward some specific proposals for Ping An Dalian: 1.STP strategy: to subdivide the target market, providing different services for different customers, then formed their own differentiated product strategy.2. Product strategy: to meet the needs of customers, developing their own characteristics of auto insurance products.3.Price strategy: to give appropriate preferential policies as well as to provide a full range services for high quality customers. 4. Place strategy: to play the cross effects of online marketing and telemarketing,and combining the advantages of both, to fully tap the customer information, understanding of customer needs in a timely manner, to provide the most appropriate service. 5. Promotion strategy: to seize the young owners' psychology on their precision marketing. We hope that this study can help Ping An Dalian in the face of new industry reshuffle in Dalian to seize the opportunity, positive and healthy development, constructing their core competitiveness.