Research On Marketing Strategy Of Vehicle Insurance Of PICC Property Insurance Z Branch

As the growth rate of vehicle sales in China has gradually slowed down,automobile insurance,as one of the main sources of income for property insurance companies,The original single clause,fixed rate,and narrow insurance liability are no longer suitable for the current development of vehicle insurance,and are not conducive to the self-discipline of the vehicle insurance industry.The reform of commercial vehicle insurance(hereinafter referred to as the commercial vehicle fee reform)has emerged.The market-oriented reform of car insurance premium rates began in 2015.The China Insurance Regulatory Commission stated in its "Opinions on Deepening the Reform of the Management System for Commercial Car Insurance Terms and Rates" released that property insurance companies will be given and gradually expanded a certain degree of autonomy in determining commercial car insurance premium rates,adjusting rates based on market autonomy,and moving towards market-oriented rate mechanisms.After the reform of commercial automobile insurance,the insurance coverage has expanded,the premium has decreased,and the homogenization of automobile insurance products is serious.On the other hand,the insurance industry has also been greatly impacted by the COVID-19 and the recession of the global economy to varying degrees.According this background,the Internet industry has sprung up.Therefore,all property insurance companies have gradually changed from seeking the increment of vehicle insurance premium to seeking the breakthrough of premium and market share in the form of combination.On the premise of stabilizing the existing vehicle insurance premium stock,they also need to improve the combination of main insurance and additional insurance,the increase of insurance amount,the combination of the insurance without vehicle,the improvement of service quality,the maintenance and growth of customer stock,the construction of high-quality marketing team,and providing all-round planning for logistics support and combine the advantages of the Internet to formulate scientific and reasonable marketing strategies.This thesis first studies the current situation of research on insurance marketing at China and abroad,and summarizes that Internet+ insurance and green insurance are the development trends in the future insurance market.At the same time,the consumer behavior and satisfaction will affect the recognition of a brand.However,due to the late start of commercial automobile insurance reform,the relevant research is relatively blank,which is worth exploring for the research and application of relevant theories.Secondly,based on the local market and the company itself of PICC P&C Insurance Z Branch,this thesis conducts in-depth analysis by combining macro and micro environment with Porter’s Five Forces Model and SWOT analysis,and uses STP analysis and 7P marketing strategy,and integrate4 C and 4R marketing theories into the text,to analyze consumer behavior and the company’s difficulties in vehicle insurance marketing.As the premium will be reduced after the official implementation of the commercial vehicle fee reform nationwide in 2020,the scope of insurance liability will be expanded,The landing at PICC P&C Insurance Z Branch not only affects premium income and claims expenses,but also faces issues such as low brand recognition,severe product homogenization,unclear channel division,incomplete marketing team construction,and imperfect customer information management system.Therefore,this thesis will develop a targeted marketing strategy from four dimensions of product,price,promotion and channel,and put customer service throughout,In this way,the market competitiveness of PICC P&C Z Branch and the premium volume of vehicle insurance will be improved,which will also drive the development of other insurance types and help PICC P&C Insurance Z Branch improve the premium storage volume.Finally,in order to ensure that the car insurance marketing of PICC P&C Insurance Z Branch can be implemented,this thesis provides safeguard measures from three aspects: organizational system,vehicle insurance management and human resources,so as to help the smooth implementation of the marketing strategy from an all-round perspective.