Research On The Optimization Of AH Company's Vehicle Insurance Marketing Strategy

With the reform of commercial vehicle insurance rate,the implementation of commission fee "integration of reporting to bank" and the real-name payment system for customers,the state has increasingly strict supervision over insurance,the policy of the state on the liberalization of insurance market players and the rapid development of the original insurance market players,the competition in the vehicle insurance market has become more intense,which has brought huge pressure on the development of AH’s vehicle insurance business.This paper studies the marketing strategy of vehicle insurance of AH company,which is conducive to improving AH company’s market competitiveness,increasing AH company’s customer stickiness and improving AH company’s market operation ability.In this paper,by using 7 Ps marketing mix,customer value and related theory,aiming at AH company’s existing marketing strategy,using the case method,literature retrieval method and data analysis and other research methods,in-depth analysis in AH vehicle insurance company marketing,there are a lot of loss of market share,less competitive and customer loyalty,the cause of these marketing problems is inelastic single product strategy,pricing strategy,distribution channel weak pertinence and so on.According to these marketing problems and their causes,this article on the basis of the theory of customer value segmentation,target market,etc,combined with the actual vehicle insurance marketing company AH,from the aspects such as product,price,channel and promotion of the AH company vehicle insurance marketing strategy optimization,proposed the customer value marketing such as marketing strategy,and formulate the marketing strategy of the implementation of the scheme,at the same time from the technical support,organization and management innovation and the establishment of operation mechanism of talented students for AH company vehicle insurance marketing strategy to provide the safeguard.Through the study of this paper,the vehicle insurance marketing system of AH company will be more perfect,comprehensively improve the competitiveness of the company,help the development of vehicle insurance achieve transformation,increase the competitiveness of the company,point out the marketing direction for the future development of vehicle insurance business,and also provide reference for other insurance companies.