Research On The Marketing Strategy Of Vehicle Insurance Business Of Pingan Property Insurance Jilin Branch

In recent years,due to the increasing number of market players in China's auto insurance business,the market competition is increasingly intensified,and price war has become the main means of competition,which has also caused the continuous decline in the profit of the auto insurance market.In order to solve the pain points in the development of motor vehicle insurance,the market-oriented reform of commercial auto insurance rates has been implemented step by step,which makes all auto insurance operators face greater threats and challenges in a short period of time.In this market environment,seize the opportunity,rapid transformation,will determine the survival of enterprises.This requires the main body to find the existing problems in the current auto insurance marketing,analyze the market environment,develop the development strategy,improve their core competitiveness.From the current situation of the insurance market,various property insurance companies are increasingly fierce competition for the market share of commercial auto insurance,and ping an property insurance jilin branch is also formulating effective strategies to seek greater development space.Facing the external environment and internal pressure,jilin branch of ping an insurance to improve the development of car insurance business,realize the sustainable growth of insurance business,we must fully consider insurance rates,insurance market segmentation,car insurance customer orientation and so on,is committed to reduce the management risk,reduce operating costs,improve service levels,make rational marketing strategies to enhance enterprise competitiveness.Firstly,this paper summarizes the current situation of auto insurance marketing in jilin branch of ping an property insurance,analyzes the external environment of the company's development from four aspects: politics,economy,technology and culture,and finds that the company's premium income and the number of customers are increasing year by year in recent years,but the growth rate has slowed down.The company's market share is also on the rise,in the overall market in the second.Secondly,it summarizes the problems existing in the company's auto insurance marketing strategy,mainly including six aspects.First,the homogenization of auto insurance products;Second,the price of the lack of unified standards;Third,the channel function positioning is not clear;Fourth,the promotion mode is single;Fifth,customer maintenance work is not in place;Sixth,the service level needs to be improved.Thirdly,combined with the internal and external environment of the company and the SWOT analysis of jilin branch of ping an property insurance,this paper proposes corresponding solutions in four aspects: product strategy,price strategy,channel strategy and promotion strategy,aiming at the marketing strategy problems faced by ping an property insurance in its auto insurance business.Using big data to develop differentiated plans,accelerate the development of new products,and improve the after-sales service quality of auto insurance products;Implement differentiated premium pricing and reasonably determine the actual value of the vehicle;Promoting the integration of Internet and telephone channels and deepening cooperation with car dealers;Strengthen sales promotion,increase media publicity,and Internet platform cooperation.Finally,this paper also formulated the insurance marketing strategy implementation guarantee of jilin branch of ping an property insurance,including human resources guarantee,risk prevention and control guarantee,claim service guarantee,in order to lay a solid foundation for the auto insurance marketing of jilin branch of ping an property insurance.Based on the above research on the auto insurance marketing strategy of ping an property insurance jilin branch,this paper analyzes the current situation of auto insurance marketing and management problems faced by ping an property insurance jilin branch,which are also common problems faced by most companies in the same industry in auto insurance operation.Put forward the solution,solve these problems,for the future ping an property insurance jilin branch and even the industry motor vehicle insurance business healthy development has important practical significance.