On Marketing Strategies Of Insurance Companies Under Marketization Of Car Insurance Rate In Guangzhou

On February 3,2015,the Insurance Regulatory Commission issued the Comments of Deepening the Reform of the Terms and the Rate Management System of Commercial Car Insurance,and officially started the business car insurance rate reform which based on the rates,terms and conditions of vehicle types.Now,it has being introduced gradually in the pilot areas.With the car insurance rate marketization reform implemented roundly,it will inevitably impact on the existing insurance market.In order to adapt to the new market environment and keep the competitiveness,insurance companies must adopt effective market strategies.Against this background,this thesis chooses the car insurance market of Guangzhou as an example to study the marketing strategies for insurance companies.First of all,the thesis analyzes the development and the present situation of the car insurance rate marketization reform in our country,and then analyzes the structure and the current situation of Guangzhou through theories and market data,which could provide support for the choice of marketing strategies.Finally,the thesis uses the theory of 4C(customer,convenience,cost and communication)to analyze the choice of the best marketing strategy.