Research On Optimization Of Automobile Insurance Marketing Strategy Of Z Property Insurance Chongqing Branch

Economic and social development has promoted the development of the insurance industry,and automobile insurance,as the largest type of insurance industry,decreased significantly from 73% to 55.1% between 2012 and 2022.At the same time,with the disappearance of the profit dividend of automobile insurance,various property insurance companies have also undergone great changes in their operating results.For example,large companies with "low fixed cost,strong internal control management and excellent competitive advantage" such as People’s Insurance Property Insurance,Ping An Property Insurance and Pacific Property Insurance still continue to maintain a large growth rate of development and better operating benefits,while some small and medium-sized property insurance companies with weak competitiveness have suffered losses for two consecutive years and market share has declined year by year.Therefore,studying the improvement of the automobile insurance marketing strategy of Z Property Insurance Chongqing Branch is of great significance for the development of automobile insurance of Z Property Insurance Chongqing Branch and other small and medium-sized property insurance companies.This article is based on the results of the comprehensive reform of automobile commercial insurance,with Z Property and Casualty Insurance Chongqing Branch as the starting point.Based on the summary of the relevant theories and research results of the comprehensive reform of automobile insurance and automobile insurance marketing strategies at home and abroad,the 4C marketing theory is used as the theoretical basis of this article.Find out the current marketing development status of Z Property and Casualty Insurance Chongqing Branch through business data and interview analysis.Analyze the problems in marketing through 4C marketing theory.Focus on analyzing the macro market environment,internal and external marketing environment of the company through PEST and SWOT analysis models,identify opportunities and challenges,and establish the direction of marketing strategy optimization.Finally,through 4C marketing theory analysis,the paper puts forward optimization measures for auto insurance marketing strategy of Z Property Insurance Chongqing Branch,such as focusing on customer marketing profile,optimizing product combinatorial optimization,optimizing value-added services,formulating differentiated pricing policies,optimizing channel classification,strengthening underwriting tool experience,establishing customer life-cycle transformation,and accelerating the construction of network platform,to provide feasible guidance for business development of Z Property Insurance Chongqing Branch,Effectively enhancing the company’s competitive value in the automotive insurance industry.The research of this article can point out the direction of marketing strategy optimization for Z Property Insurance Chongqing Branch.By further optimizing the company’s marketing strategy,it can better adapt to the business development needs of the current market,and improve its marketing ability faster than other small and medium-sized property insurance companies.At the same time,it also provides a certain degree for the development of similar Reference and reference ideas.