Reserch For The Marketing Strketing Strategy Of Vehicle Insurance In Shaanxi Branch Of Pingan Insurance

In 2009, the production and the sale of China's automobile quantity have reachhed more than 13 million, the growth rate is more than 40%, China has taken the place of the United States and become the world No.1 automobile market. With the rapid growth of automobile industry, its related industry—property insurance also has haven a high-speed growth. In 2009, the motor vehicle insurance premium income is 215.6 billion yuan, and the year-on-year growth is 26.6% , more than the growth of total property insurance premium. However, the existing motor vehicle insurance marketing strategy is contradicting with the changing customer demand, which has hindered the high-speed growth of the steady development of motor vehicle insurance market. Therefore, the scientific motor vehicle insurance market segmentation has important significance to the innovation and reforme of insurance marketing strategy and it also can enhance the promotion and protection function of motor vehicle insurance to auto market.This paper has reviewed the development of China's auto insurance and the insurance principles, used comparative analysis,inductive analysis,empirical analysis and the system method comprehensively, choosen the subordinates branch of ping an property insurance LTD shares Co. (ping an insurance shaanxi branch) as a representative, pointed out the existing defect of the marketing mode of motor vehicle insurance in shaanxi branch. Finally the paper proposed that the shaanxi branch should pay attention to the channel segment, product differentiation, appropriate promotion methods and service innovation in motor vehicle insurance marketing strategy to adapt to changing market demand. All of these have important value for the reform and the innovation of development planning of the insurance business in shaanxi branch. This paper has six chapters, four parts.The first chapter, gives a general idea about this paper, including the purpose, the significance and the background of this research, the domestic and foreign study dynamic, and the author's train of thought, the method , the potential innovation of this paper.The second chapter, mainly for the related concepts and the characteristics of motor vehicle insurance, the marketing theories used in motor vehicle insurance, the basic concepts of motor vehicle insurance marketing. The third chapter, introduces the current situation and existing problems of the motor vehicle insurance marketing mode in shaanxi branch of ping an insurance, and presents the company's motor vehicle insurance marketing development process and status. In the use of marketing theories, from the points of products, prices, channels, sales promotion and services ,this paper analyzes the existing problems of motor vehicle insurance marketing strategy in shaanxi branch of ping an insurance.The fourth chapter, is mainly based on the problems analyzed in the third chapter, expounds the internal and external causes for the problems from two aspects.In chapter 5, this article summarizes the advices for shaanxi branch of ping an insurance to perfect its innovation in recent motor vehicles marketing strategies, focusing on the establishment and extension of the sale channels, using the principles of market segmentation to perfect the company's marketing strategies. Quoting some cases, this article suggests to improve and promote the motor vehicle insurance marketing strategies in shaanxi branch of ping an insurance by individualizing product, price, making reasonable use of sales promotions and innovating services.Chapter 6 is for the conclusion: The personalized reform of the prices of motor vehicle insurance producsts, reasonable and effective sales promotions, detailed division of services and a series of reforms and innovations can meet the rapid growth of auto market insurance requirements, make the motor vehicle insurance industry (represented by shaanxi branch of ping an insurance) develope from initial monopoly, malignant competition to a reasonable and orderly competition and to provide different services, let insurance products return as financial service products, improve the compensation function of insurance and transform the insurance moral consciousness of the insured. The research of vehicle insurance marketing strategies in shaanxi branch of ping an insurance, and its promotion to the industry, can make the motor vehicles insurance develop continuously, healthily and orderly and contribute to the national economy growth.