Research On Marketing Strategy Of Vehicle Insurance Business Of Fushun F Company

With the development of Chinese economy and the progress of information technology,the domestic vehicle insurance market has developed rapidly.From the traditional situation of strict supervision,the regulatory agencies are gradually consciously and rhythmically opening up the supervision,making market fully play the role of principle status.Up to now,three large-scale vehicle insurance rate reforms have been carried out nationwide,it has had a profound impact on the operation and development of vehicle insurance business of domestic property insurance companies,the traditional vehicle insurance marketing strategy is no longer adapted to the changing market environment and customer needs.Therefore,it is urgent for property insurance companies to adjust and innovate vehicle insurance marketing strategy in competition,make reform plans in time.This thesis mainly studies the improvement strategy of vehicle insurance marketing in Fushun F Company under the background of gradual promotion of vehicle insurance rate marketization.Using the methods of data investigation,combining theory with practice,literature research,comparative analysis and so on,this thesis summarizes and finds out the main problems existing in the marketing management of the company’s vehicle insurance,such as the products are lack of differentiation,the pricing unrealized premium is closely related to risk,the promotion effect is reduced,and the marketing channels are not diversified enough.Through learning and summarizing the advanced experience and coping strategies in the foreign mature vehicle insurance rate marketization reform,take the actual situation of F company’s vehicle insurance internal and external environment as the breakthrough point,and combined with PEST model,4P theory and other marketing knowledge,put forward the marketing improvement strategies from the aspects of product,pricing,promotion,channel and customer relationship.At the same time,in order to ensure the effective implementation of improvement strategies,this thesis puts forward three safeguard measures.Through the systematic research of this thesis,it is expected to help Fushun F Company obtain competitive advantage in vehicle insurance marketing,gain greater market share and operating profit,promote the healthy,rapid and stable development of its business.At the same time,it has some enlightenment and reference for other insurance companies to improve their vehicle insurance marketing strategies.