Research On Competitive Strategy Of Auto Insurance Of Changchun Company In GPIC

With the deepening of the reform of commercial auto insurance rates,competition in the auto insurance market has become increasingly fierce and has accelerated the competition in the auto insurance business.At the same time,the government's strict supervision of the auto insurance market,while curbing the situation of vicious competition through increased handling fees,has also led to other related issues.For example,due to the small size and small number of outlets,small and medium-sized enterprises do not have a large influence and do not have a say in market competition.The business still obtains customers through price.However,since the announcement of the “Notice on Relevant Requirements for Commercial Auto Insurance Rate Supervision ” issued by the China Banking Regulatory Commission,the small and medium-sized insurance companies have undermined the advantage of price competition and further destroyed the survival mode of small and medium-sized insurance companies.In response to this situation,small and medium-sized insurance companies need to re-enact new strategic plans if they want to survive and develop,and reconsider the survival mode according to their own positioning.Compared with large companies,such small and medium-sized companies should pay more attention to customer experience,refine customer service,and spread word of mouth among customers,so as to win the favor of more customers,so that the company can achieve sustainable long-term development.Under such circumstances,the in-depth analysis of the pros and cons of China Life Property and Casualty Insurance Changchun Branch's auto insurance business and the challenges and fundamental opportunities brought about by changes in the external environment will modify the company's development strategy,thereby helping the company's business system to develop soundly.To formulate specific strategies suitable for the development of the company,so that Changchun Company can gain an advantage in the fierce market competition.This article firstly refers to the previous research results by analyzing the research background and research significance.Then by analyzing the current operating conditions of China Life Insurance P&C Insurance Changchun Branch,it shows that under the circumstances that relevant departments continue to strengthen the supervision of commercial auto insurance,China Life Property P&C Insurance Changchun Branch is facing increasing operating pressure and there are certain Difficulties,including the loss of the original channel advantage,the current market is no longer able to obtain customers by price advantage.Because of the loss of channel advantages,the company is further faced with problems such as a decrease in the sufficiency of premiums,an increase in the overall cost rate,and growing operating pressure.Taking full advantage of various research methods such as PEST analysis,Porter's five forces analysis,SWOT strategic analysis,etc.,through a specific analysis of the business status and risk challenges of China Life Property Insurance Changchun's auto insurance business,the company's advantages,disadvantages,and existing difficulties and opportunities are summarized On these foundations,put forward a different competitive strategy applicable to the development of the company.Finally,the 4PS marketing theory is used to guarantee the development plan and organizational structure,staffing,and financial related systems of the price,sales,product and service development of China Life Insurance Changchun's auto insurance business based on the differentiated competition strategy.The measures provide a good reference and reference value for the further development of China Life Insurance Changchun's auto insurance business.