Research On The Optimization Of Car Insurance Marketing Strategy Of C Property Insurance Company

Great changes have taken place in China's insurance industry in 2018.In order to deepen the reform of the financial supervision system,the China banking regulatory commission and the China insurance regulatory commission have integrated their responsibilities and established the China banking and insurance regulatory commission to uniformly supervise the banking and insurance industries.After the establishment of the China banking and insurance regulatory commission(circ),in order to eradicate a series of industrial chaos,increase the supervision of the insurance industry,the motor vehicle insurance business began to implement the "reporting and registration",coupled with the upcoming promotion of the real name system of motor vehicle insurance,motor vehicle insurance business will accept the most severe industry self-discipline ever.Secondly,with the development of China's economy,car ownership has been increasing,and great changes have taken place in the automobile market.The increase in the number of high-end cars,the growth of new energy vehicles,the application of artificial intelligence,and the promotion of driverless technology have put forward more new requirements for the auto insurance industry,which accounts for half of the property insurance companies.Therefore,the reform is extremely urgent.At the same time,with the introduction of the concept of Internet +,the rapid development of network technology,the application of big data and cloud computing,and the rapid rise of digital technology represented by the Internet of things,a large number of network insurance companies have been born one after another,giving birth to the old traditional insurance companies.Facing the development opportunity and the challenge,how to carry on the automobile insurance service marketing is our country each property insurance company urgent matter of the moment.C property insurance company is one of the three major property insurance companies in China.The exploration and innovation of the marketing status of its auto insurance business is of great significance for enriching the marketing strategies under the new situation of the insurance industry.At the same time,the discovery and solution of practical problems within C property insurance company are of guiding and practical significance.This paper takes various severe challenges faced by the insurance industry under the new situation as an opportunity to explore the optimization of auto insurance business marketing strategy of C property insurance company based on relevant theories of marketing.First of all,this paper analyzes the current situation of the development of the auto insurance business of C property insurance company.By studying relevant theories such as marketing and combining with the current business development situation of C property insurance company,this paper finds out the marketing problems existing in the auto insurance business of C property insurance company at this stage.Through PEST analysis method,this paper analyzes the automobile insurance marketing environment of C property insurance company,including the macro environment and competitive environment.STP analysis was used to analyze the customer behavior characteristics of C property insurance company,so as to find the target customer market and finally realize the new market positioning.Then,according to the 7P marketing strategy combination theory in the marketing theory,the marketing strategy of C property insurance company is optimized from seven aspects,including product,price,channel,promotion,personnel,process and tangible display.Finally,the supporting supporting measures for the auto insurance business of C property insurance company are proposed to better support and promote the implementation of marketing strategies.This paper expects to optimize the auto insurance marketing strategy of C property insurance company,which will help C property insurance company better adapt to the new situation,form competitive advantages in the market,improve the core strength of the company,and better serve the society.In addition,foreign capital comes in one after another and the opening makes the market more globalized.Through the research on the marketing strategy of C property insurance company,it can serve as a reference for other property insurance companies in China to cope with the development of the new situation.At the same time,it plays a positive role in the healthy development of the industry.