The Marketing Strategy Research Of Sichuan Ping An Automobile Insurance

The provision tariff marketability is the inevitable product while automobile insurance develops to certain stage. This paper elaborates, under the macro-environment of automobile insurance provision tariff reform, Ping An Property & Casualty Insurance Company of China, Ltd. Sichuan Branch (hereafter refers to as Sichuan Ping An) how to realize continuously development through reasonable and effective marketing strategy.After China joins in WTO, the insurance market opens to outside world more and more widely, as well as the main body of supply & demand and the intermediary agency increase unceasingly, and market competition intensifies day by day. The situation of insurance profession, especialy motor automobile insurance which occupies half of the market, isextremely stern. The original tariff system has restricted competition space between insurance companies and does not favor to insurance profession' s healthy development, therefore, that the supervising and managing department reforms the motor automobile insurance clause tariff management pattern, is an inevitably choice during market develops to certain stage. At the same time, the provision tariff reform proposes a new opportunity and challenge for automobile insurance management of insurance company. As a preprentive properity insurance company in Sichuan, Sichuan Ping An should know how to face to the opportunity and challenge when market changes, as well as know its existence and development marketing strategy, so that it can live without failure in the intense market competition. The front research of this paper has very important meaning doubtless.The paper first makes SWOT analysis for Sichuan Ping An. Then it divides the market into segments according to product performance and demand characteristic of automobile insurance. Based on the market segmentation and Sichuan Ping An' s own resources and ability, the paper determines goal market for each kind of product. In the end, the paper formulates differentiated marketing strategy in view of the different goal market by the method of combining theory with practice.Being engaged in the automobile insurance management and marketingwork continuously in Sichuan Ping An, I' m quite familiar to the Sichuan Ping An' s present situation of automobile insurance marketing. Through study of MBA, I also have had certain rationale. By using qualitative analysis primarily, as well as data quantitative analysis method, this paper formulates effective marketing strategy in trying to meet the needs of the company' s own development and facing to competition challenge for Sichuan Ping An.