Research On The Marketing Strategy Of Auto Insurance Business Of A Property Insurance Compan

In recent years,with the vigorous development of China’s real economy,the living standard of the general public has further improved and the people have pursued a more convenient lifestyle,the scale of China’s motor vehicle ownership has continued to expand.Motor vehicle insurance is a necessary condition for the normal operation of motor vehicles on the road,and the underwriting users and popularity are expanding with it.The business value of the auto insurance industry has been further affirmed and has become a popular industry in today’s society,which has also aroused the general concern of the people,and the services related to auto insurance are gradually incorporated into the key concern of people’s livelihood.The implementation of the three reforms for auto insurance costs marks the further standardization of the auto insurance market environment,and the capital-driven market capture by property and casualty insurance companies will be improved,forcing property and casualty insurance companies to gain competitive advantage by changing their business philosophy,improving customer experience,and perfecting their risk control.This paper uses PEST analysis to analyze the macro environment and micro environment of Company A,conducts a questionnaire survey on customers’ satisfaction with various services,uses the 4Ps marketing theory to study the marketing strategy of Company A’s auto insurance business,identifies the shortcomings of Company A’s auto insurance business marketing strategy in comparison with peer companies and market demand,and analyzes the reasons for the shortcomings in depth.The study also proposes specific marketing strategy improvement suggestions in five dimensions:product,price,channel,promotion and customer management,in order to maximize the development potential and competitive advantages of Company A in the auto insurance market and achieve the goal of sustainable and stable development of Company A.Finally,we propose corresponding measures around strategy adjustment,financial support and system improvement to ensure the effective implementation of the marketing strategy.The significance of this paper is to take Company A’s auto insurance business as the main research object to help Company A explore marketing strategies with competitive advantages,enhance corporate influence,better utilize corporate value,and serve as a broad guidance for the whole traditional insurance industry.