Research On Auto Insurance Marketing Strategy Of A Insurance Company Based On Individual Insurance Behavior

In recent years,with the emergence of Internet insurance companies,the reform of premium rates and the demand for insurance technical services,traditional insurance companies are facing a huge impact,and the competition in the whole auto insurance industry has gradually become more fierce.Business is like a battlefield,only to win the consumer in the competition to win.According to modern marketing management theory,products that meet consumer demand can have a large number of sales,and the marketing strategy of enterprises can be optimized according to consumer behavior.Therefore,this paper takes the automobile insurance industry as an example,considers the factors that affect the insurance behavior from the perspective of consumers,and proposes the marketing strategy of automobile insurance companies based on individual insurance behavior.In this paper,first of all,literature induction car insurance and car insurance marketing related concepts to explain clearly,then carries on the overview of relevant marketing theory,and then with A insurance company as the research object,on A insurance company marketing based on the analysis of the status quo,the marketing strategy combination of product,price,channel,promotion of car insurance marketing strategy actually launched A probe,summarizes the enterprise in the marketing business development strengths,weaknesses,opportunities and threats.It is concluded that although the current marketing strategy is reasonable,whether it fits the consumers' insurance behavior remains to be further explored.So based on the theory of consumer behavior,using the means of questionnaire survey questionnaire design,on the basis of related research,the actual situation of car insurance target customers as well as the practical idea,by descriptive statistics analysis,correlation analysis and regression analysis to verify the influence factors of affecting the behavior of personal insurance,and based on personal insurance for A company marketing strategy.The paper concludes that if auto insurance enterprises want to stand out in the fierce market competition,they must deeply analyze consumer behavior and implement different marketing strategies in terms of price,channel,product and promotion.Analysis shows that among the factors influencing individual insurance behavior,price factor is the most important,and other factors are channels,products and promotion factors in order.Therefore,the adjustment of the marketing strategy of insurance company A needs to be carried out from the aspects of price,channel,product and promotion.In terms of channel strategy,the platform can be used to expand new channels,maintain auto dealer channels,and vigorously develop grid cross channels.In terms of product strategy,we can use the database to provide differentiated products and develop innovative new auto insurance products.In terms of promotion strategy,advertising and publicity should be strengthened and differentiated promotion strategies should be implemented.This study is based on company A,but it is also instructive for other auto insurance companies to optimize their marketing strategies.