Research On Marketing Strategy Of Auto Insurance Business Of T Insurance Company

In recent years,China's economy has seen a good momentum of rapid growth,with steady increase in national income and disposable income,and enhanced spending power.The people have gradually reached a well-off level.With the continuous improvement in transportation infrastructures and the development of the automobile industry,the number of car ownership in our country has been greatly improved,as well as the sales volume in motor vehicles.The vehicle insurance business has become the dominating business in insurance companies.In recent years,the motor vehicle insurance has become an important and competitive field of property insurance companies.T insurance company was founded in 1988.The scale of business has risen year by year,the market share has been among the forefront of the industry.However,with the increasingly fierce market competition,T insurance company is also facing a great threat and challenges.This paper uses the PEST method to analyze the current marketing environment and trend,in both macro marketing environment as well as micro marketing environment,which includes competitors,internal customers,partners and enterprise.By using SWOT analysis method,this paper finds out advantages,disadvantages,opportunities and threats.The comclusion is that that the company should adopt the ST strategy,give full play to the advantages,avoid threats,innovate in insurance marketing strategy,and achieve rapid development of the business.In this paper,through the target market segmentation,finds out the suitable business development target market for T Insurance Company,and further clarifies the company as the market leader of large insurance companies.T Insurance company focuses on the use of 7P marketing strategy theory,demonstrates product,price,channel,promotion,service personnel,physical evidence and innovates in the design of the marketing strategy,thus effectively promotes product sales and customer satisfaction.Also through the design of organizational structure,human resources management,compliance construction,team building and cultural construction,T Insurance company ensures the effective implementation of marketing mix strategy.This paper also analyzes the existing problems and disadvantages of the marketing strategy of T insurance company to through a comprehensive analysis.Based on the economic data and competitor data analysis and argumentation,this paper puts forward more specific marketing strategy in auto insurance business.This is breakthrough and innovation on transitional marketing,which will benefit the conduct of marketing in the insurance business for T Insurance Company,as well as other insurance companies.