Research On Marketing Strategy Of Vehicle Insurance For Panjin Pacific Property Insurance Branch Company

With the continuous increase of the number of vehicles in the country and the rapid development of the vehicle insurance market,As an important part of the insurance industry,vehicle insurance continues to increase its position in property insurance.With the rapid economic development and the advent of the Internet era,traditional vehicle insurance marketing system can not be able to adapt to the company's current development.Especially after the reform of national insurance business fees rules,competition in the industry has become increasingly fierce.Many small insurance companies are facing the risk of being eliminated,and many medium-sized insurance companies may also be exposed to the business brought by large insurance companies threats,they have to find a way out for the survival of the enterprise.In the insurance industry,especially in property insurance,the introduction of the concept of "marketing strategy" is of importance for insurance companies to use the most advanced and most suitable marketing concepts if they want to occupy a place in the insurance market.Only in this way can they effectively improve their company's strength and competitiveness.After analyzing its internal and external environment,its own advantages and disadvantages,the opportunities and risks of development,the author points out the current marketing problems of the vehicle insurance business of Panjin Pacific Property Insurance Branch Company.This article takes Panjin Pacific Property Insurance Branch Company as the research object,systematically collects materials by reading a lot of relevant literature and conducting questionnaire surveys,then analyzes and compares the collected data with text;The author uses SWOT analysis and PEST analysis to analyze the current situation of auto insurance marketing of Panjin Pacific Property Insurance Branch Company.In order to provide theoretical support for the company to stand out in the fierce market competition in the futureand help its future development.We explore the vehicle insurance marketing strategy which is suitable for the company's development based on the 4Ps theory.Through analysis and exploration,this article believes that the auto insurance business department of Panjin Pacific Property Isurance Branch Company needs to make the following improvements: increasing the intensity of promotional activities,attaching importance to the development of grid marketing,formulating reasonable price portfolio products,and rectifying mixed marketing strategies of the product.In order to ensure the effective implementation of the above strategies and policies,the company also needs to establish measures such as,establish a strict vehicle insurance marketing assessment mechanism,pay attention to the supervision of auto insurance marketing departments,improve the capabilities of human resources departments,and strengthen the management of renewal business.This will provide a guarantee for the steady and rapid development of Panjin Pacific Property Insurance Branch Company in the future.