Research On Service Marketing Strategy Of Private Vehicle Insurance Of W Company

With the steady growth of household car ownership in China in recent years and the improvement of people's insurance awareness,the household car insurance industry has made great strides forward.But with the start of car insurance two fee changes,the advent of Internet + era.The traditional family car insurance business of insurance companies has been challenged.Under this change,how to seize the opportunity has become the focus of attention of all insurance companies.This paper is based on the rapid development of the Internet under the background of Ping An Property Insurance W Company(hereinafter referred to as W Company)home car service marketing strategy research.Through the analysis of service marketing status,macro-environment external analysis,market competition analysis and development trend analysis of household vehicle insurance business,customer satisfaction questionnaire investigation and analysis,this paper analyzes the current situation and problems of marketing management of automobile insurance business of Ping An Property Insurance W Company,understands consumers' views on household vehicle insurance,and finds out W Company.Deficiencies.This paper puts forward several specific suggestions for the marketing of Ping'an W's family car insurance: change the management concept,and take improving customer service experience as the key work direction.Adjustment of the structure,unified and coordinated management of sales,insurance and claims teams,unified management of all sales teams,to ensure that service marketing efforts go one by one.Channel service optimization,optimize customer service experience according to the characteristics of each channel,and guide customers to join the online customer relationship management platform of W company.Build a customer relationship management platform,through a benign communication between the platform and consumers,improve customer viscosity,find customer needs,and actively respond to meet customer service needs.