Research On Marketing Strategy Of YD Property And Casualty New Energy Vehicle Insurance

With the development and progress of China’s automobile industry,manufacturers are constantly trying to improve and transform the functions and characteristics of vehicles.In recent years,the market performance of new energy vehicles is very outstanding,and the production and sales are rising rapidly.However,the power system structure of new energy vehicles is quite different from that of fuel vehicles,and more complex factors are involved in repair,maintenance and accident handling,which also produce unique risks and risk costs.Therefore,it is difficult to achieve a comprehensive guarantee for new energy vehicles only by relying on the protection of traditional auto insurance.It is very necessary and of practical value to launch exclusive auto insurance products and services for new energy vehicles.New energy vehicles take batteries as the main driving force,and the charging piles,charging stations and other power facilities downstream of the industrial chain also need power resource supply.Relying on the group resources of state Grid,YD property insurance Company is the most suitable for research and development and promotion of new energy car insurance property insurance company.On the basis of reviewing the classical marketing theory,this paper analyzes the macroscopic environment,industry environment and competition environment of YD property insurance and new energy car insurance,and expounds the resources and capabilities of YD property insurance.Through the analysis of marketing status,this paper finds that YD property insurance is faced with such problems as limited types of auto insurance products,lack of process marketing,poor marketing service awareness,relatively single and narrow distribution channels,etc.,and uses SWOT analysis matrix to identify the strengths,weaknesses,opportunities and threats of YD property insurance.Based on this,this paper determines the YD insurance of new energy car insurance marketing strategy target,put forward the STP marketing strategy,and 7 ps method is used to formulate the YD insurance of new energy car insurance marketing mix strategy,including product strategy,price strategy,channel strategy,promotion strategy,people management strategy,tangible demonstration process strategy and service strategy.In order to ensure the effective implementation of new energy auto insurance marketing strategy,this paper also from the organization guarantee,corporate culture guarantee,human resources guarantee,technical guarantee and financial guarantee five aspects to develop safeguard measures.The new energy auto insurance marketing strategy of YD property insurance proposed in this paper is not only helpful to increase the market share of YD property insurance,but also helpful to improve the marketing management level of new energy auto insurance industry.This paper will help YD property insurance effectively cope with the change of new energy auto insurance market,meet the diversified market demand,so as to form the characteristic competitive advantage of YD property insurance in this industry.