Research On Marketing Strategy Of Motor Vehicle Insurance Of SI Insurance Company

Today,with the rapid development of Chinese economy and automobile industry,the number of vehicles keeps increasing rapidly and the insurance business of motor vehicles keeps rapidly developing,which accounts for about 70%of the whole property insurance business.To each property insurance company,the development and profitability of motor vehicle insurance are directly related to the property insurance company's market share and profit level;therefore,motor vehicle insurance plays an important role in the business of property insurance companies.On March 8,2012.the market reform in commercial auto insurance started,which is expected in 2014 officially launched.The purpose of the reforn is to gradually establish a system of the market-oriented rate formation.As long as the certain conditions are met,insurance companies can independently develop the commercial vehicle insurance terms and rates.The new rate system will put forward higher requirements on actuarial management,managing cost control risk pricing,and every company has to face the challenge of a new price system.Motor vehicle insurance business is the core of property insurance companies.The reform of commercial insurance market will further promote the automobile insurance market competition,and cause the competition to be more intense,which will significantly influence the motor insurance market,The simple traditional price war can't come into effect,so differentiated marketing strategy is more important.This paper explains the policy of the rate market reform in commercial auto insurance and deeply analyses the influence commercial insurance market reform has on the motor vehicle insurance and SI Insurance Company by using the research method of literature,method of enterprise diagnosis,qualitative analysis and quantitative analysis.On this basis,according to the trend and new demands of the reform of commercial vehicle insurance cover rate market,SI insurance company should set up a specific strategic marketing department,directly belonging to the general manager's office,which is responsible for interpreting and carrying out the reform policy,competitor analysis and adjustments of marketing strategy.The department will put forward some suggestions about adjustments and iniovation strategies for SI Insurance Company's vehicle insurance in five aspects:product strategy,price strategy,channel strategy,promotion strategy and service strategy.As for product strategy,effective product development and innovation should be much accounted of.About price strategy,the level of accurate calculation should be improved and differential price strategy should be conducted.Concerning channel strategy,construction of channels should be strengthened,priority should be given to the direct selling business and marketing channels should be further subdivided and widened.With regard to promotion strategy,promoting strategies should be combined with driving strategies to form a complete marketing system.As for service strategy,ranges of service should be widened and coltents of service should be enriched.The research results not only can promote the healthy development of SI Insurance Company's motor auto insurance business,but also can provide practical reference for the development of motor vehicle insurance of other property companies as well as the making of marketing strategies.