Research On The Marketing Strategy Of PICC Property Insurance S Company’s Automobile Insurance Business

The modernization degree of the insurance industry is a key indicator to evaluate the modernization degree of the national economic development.With the healthy and sustainable development of the national economy and society,the market economy will be improved and the consumption concept of the residents will change significantly.However,China itself is a huge market of the property insurance industry.S Company is one of the earliest property insurance companies in S city.In the years of development,The Branch company in S City adheres to the service standard of customer satisfaction and the management tenet of integrity.Over the years,the company has enjoyed a good reputation in the industry by providing customers with high-quality services.The corresponding sales scale and profit scale of the company are maintaining a rapid growth rate.While the insurance market in S city continues to mature,the branch in S city is faced with more severe market challenges,especially the insurance marketing process,which is accompanied by many problems,which will be highlighted below.Collect and sort out the operation and management data of S property insurance company.At the same time,analyze the current S property insurance product market from the dimensions of demand situation and demand structure.The results show that property insurance in S city has a good development trend and the demand structure is stable.By taking PICC insurance product as the research object,this paper analyzes a series of problems in marketing,and then summarizes the key standards and development direction of the problems.Combined with the marketing theoretical system,this paper summarizes the numerous problems and shortcomings of PICC S market branch company in dimension.Through SWOT analysis model,this paper studies the current marketing situation of The Branch in S city,objectively summarizes the current threats,opportunities,advantages,disadvantages and other information of the branch in S city,and provides suggestions which basis for later marketing strategy formulation.In the depth,this paper completes the research work based on the performance of multiple markets,and studies the market conditions of Insurance products in S by classification,so as to select the market that conforms to the development of PICC branch in S city,and then proposes Suggestions for the insurance marketing strategy of the branch in S city according to the market characteristics.In the process of data integration,this paper mainly conducts communication with customers and business personnel to deeply explore the market demand and provide a foundation for the follow-up strategy research.To promote the development of the target market sequentially,this paper respectively combining marketing channel rate,price adjustment,product innovation,service optimization point of view,in view of the insurer’s branch marketing of the city,and put forward the corresponding strategies:from the point of view of the product,insurer S city branch for customers should undertake appropriate segmentation,feature selection based on different groups differentiated insurance product development.In addition,combining with the defects of current products,promote prod;ct innovation;From the perspective of price,the company should establish flexible price management mechanism based on the multi-dimensional differences of regions,customers and products.From the perspective of channels,the company should continue to make efforts in the blue ocean field,improve the utilization efficiency of the network,and strengthen the construction of modern channel network.From the perspective of promotion,enterprises need to strengthen the training of salesmen and invest more advertisements to let more consumers know about the products.From the perspective of products and services,it is necessary to improve underwriting services,ensure long-term service quality,and enhance the efficiency of claim settlement serviceIn order to promote the effective implementation of the marketing strategy of PICC S branch,this paper is based on the enterprise culture,organizational structure,allocated human resources and financial support to ensure smooth decision-making.