Research On The Marketing Strategy Of Vehicle Insurance Business Of Sichuan Branch Of CCI Insurance Compan

In June 2015,the CBRC initiated a reform of commercial automobile insurance,optimizing terms and premiums,due to the broadening of automobile insurance coverage.Established in 2003,the Sichuan Branch of China Dadi Property and Casualty Insurance Co.,Ltd.(hereinafter known as CCI Insurance Company Sichuan Branch)is the second-level institution of Dadi Property and Casualty Insurance,with its primary activities being vehicle insurance,liability accident insurance,and so forth.Since 2017,the market share has continued to decline.Based on the 4C theory of marketing,this paper selects Sichuan Branch,whose auto insurance business is in the decline stage,analyzes the problems and causes of its auto insurance business marketing,and chooses targeted marketing measures to build a suitable auto insurance business marketing strategy for CCI Sichuan Branch.Research findings:1.The problems existing in the marketing of CCI Insurance Company’s automobile insurance business in Sichuan Branch include: weak in meeting customers’ needs,obvious tendency of product homogeneity,high cost for customers to acquire insurance knowledge,and single communication with customers.2.Respecting customer needs and enhancing product types,reducing customer costs and improving customer acquisition efficiency,constructing a car insurance service ecosystem to enhance the user experience,and enriching marketing methods to enhance customer interactivity-these are the suggestions for the company’s marketing.3.To guarantee the successful advancement of marketing strategies,the following guarantee measures are taken: organizational guarantee,including providing strong organizational guarantee and formulating effective incentive and restraint mechanism;In the aspect of human resources guarantee,including reserving compound talents and improving the professional quality of employees;In terms of scientific and technological security,including accelerating the promotion of data governance and building an intelligent risk control system;In terms of information security,including a number of differentiated price policies launched by using big data analysis resources.