Research On Customer Classification And Marketing Strategy Of Vehicle Insurance Of A Property Insurance Company In Xuzhou

Since June 2016,as the third batch of provinces in China,Jiangsu Province has formally implemented a unified reform system for vehicle insurance rates,and the external environment of the A property insurance company in Xuzhou has changed.Both opportunities and challenges exist.The car insurance business accounts for more than 90 % of the business scale of Company A,and the number of car insurance customers is more than 300,000.Some of the original customer classification methods,marketing process models,and marketing strategies have not been adapted to the current development,resulting in employees 'work intensity.Large,continuous friction in channel business.The renewal rate continues to be low and other issues.Based on the above situation,this paper thoroughly excavates the pain points and problems encountered in the company's development.From the perspective of customer classification,through questionnaires,interviews,industry comparisons,experience analysis and other methods.After data extraction and a lot of measurement,verification and statistics,according to the payment situation,the customer group is divided into loss customers and profit customers.It also considers risk factors and cost investment,and divides profitable customers into superior customers and general customers.The marketing environment of A property insurance company in Xuzhou City was analyzed by SWOT analysis and STP analysis,and the market positioning was established.With 4PS combination marketing method,the marketing strategies of three types of customers: loss-making customers,general customers,and high-quality customers are applied in channel construction,product pricing,promotion methods,and product combinations.And for the loss of customers,general customers,quality customers in the pre-sale,sales,after the sale of marketing process management to establish a complete system of operations.Through customer classification and marketing strategy design,the company further improves the company's profits on the basis of controlling the payment and cost,and to a certain extent also ensures a steady increase in market share.At the same time,we have liberated manpower,reduced waste of resources,and improved work efficiency.It provides a powerful thrust for the company's later development.