Research On Marketing Strategy Of Auto-insurance Company A On Basis Of The Reform Of Commercial Auto-insurance Rates

With the rapid development of social economy,vehicles have been more and more closely related to people's lives.The rapid growth in the number of vehicles in China has provided a huge opportunity to the development of motor vehicle insurance(MVI)industry.MVI is the most important insurance in China's property insurance market,whose income rank first in property insurance.Therefore,the entire property insurance company's operating results are directly affected by MVI.In order to safeguard the interests of consumers and improve vehicle insurance underwriting and claims service level,China insurance regulatory commission(CIRC)promulgated the "Regulations on the strengthening of motor vehicle commercial insurance rate management notice" in 2012,started commercial auto insurance rate reform(referred to as "fees Change ").In June 2016,after two batches of fee reform pilot,the commercial auto insurance rate reform began nationwide.Based on the business car insurance rate reform under A general insurance company car insurance business management present situation,the contrast study on the fee change before and after the content.SWOT analytic method to the comprehensive analysis of A general insurance company in the new environment of vehicle insurance business development.Through the analysis of the competitive environment to understand A company car insurance business of the external environment,through the questionnaire survey and field interviews explore A general insurance company car insurance business strategy development and existing problems,the main factors to explore the hidden behind these problems.Secondly,based on precise marketing and the 4 c theory and precision marketing to build car insurance business strategy to improve the thinking of framework,put forward the improvement objectives and principles,and from the marketing channel,product pricing,productdifference analysis of the specific content and service cost improvement,for A car insurance business of insurance company can be healthy,orderly and rapid development of scientific advice.Improvement is given A general insurance company car insurance business development strategy plan of concrete implementation measures and implementation,to ensure the effective long-term improvement plan execution.In this paper,research idea is not only confined to A company car insurance business,other insurance subject to the research results of follow can also promote upgrading of the insurance industry,A better service to meet customer demand,to adapt to economic development,but also can promote the vigorous development of the industry.Therefore,for the general consumers,the sustainable,stable and healthy development of insurance industry has important significance.