Research On The Marketing Strategy Of The Auto Insurance Business In Shanxi S Property Insurance Company

With China's increasing depth and density of insurance,the insurance consumer consumption concept matures,to meet the diversified demand of insurance can not be obtained in the homogenization of auto insurance products,insurance and curing system also led to the overall loss of auto insurance industry.In view of this,the national insurance regulatory authorities have begun to gradually promote the auto insurance terms and rates of the market.This paper chooses Shanxi S insurance company as the research object,hope that through the analysis of the market environment and marketing situation in Shanxi,to find out the existing problems and countermeasures.Firstly,this paper introduces the basic concepts of motor vehicle insurance and the related theories of 4PS and service marketing in the marketing,and analyzes the relevant literatures about the automobile insurance marketing.On the basis of purchase behavior and customer development from the status quo of external macro factors,industry and other aspects of the analysis of Shanxi S property insurance company auto insurance business marketing environment.Again,from the basic situation of the company,organization,insurance business status,insurance marketing problems of Shanxi S property insurance company's marketing situation,and analyzes the existing problems.Finally,the paper applies 4PS marketing theory,put forward the optimization measures of Shanxi S property insurance company auto insurance business marketing strategy.The proposed new product innovation and development in productstrategy,the way to improve value-added service claims service efficiency and innovation products;in the aspect of price strategy is proposed to improve the rate factor revised price refinement coefficient,strengthen insurance risk determination to improve risk data of different models,auto insurance personalized accurate pricing using big data in the marketing channel in this paper;We Chat mobile client marketing channels,marketing channels and marketing channels in the official flagship store;promotion strategy,this paper puts forward a network promotion,marketing and public relations strategy.In order to ensure the smooth implementation of the marketing strategy,this paper puts forward the optimization of organization structure security marketing strategy implementation,the interconnection of full use of the information exchange platform of vehicle information,learn from foreign experience to promote the car networking applications,as well as the implementation of remote video system damage and other security measures.The purpose of this paper is using the theory of marketing,to find suitable for Shanxi S property insurance company auto insurance business marketing strategy,to help them get more market share and profits in a competitive environment.