Direct Marketing In Anto Insurance Market

With the drastic competition of market and the quick development of information technology, it influences many aspects of economic life. It seems more obvious for finance as the backbone of economy. Chinese insurance is so inexperienced, especially after entering WTO the challenge with Chinese insurance faces has become the focus of demotic attention.This paper makes a scientific research on direct marketing in auto insurance product market with focus on customer action of buying, marketing segmentation, customer strategy and operation.Firstly, this paper discusses the essential features and advantages of direct marketing compared with traditional marketing. Then according to specific conditions of development of auto insurance product market in China, it evaluate the channel of marketing by analyzing environment of auto insurance product market and necessity of execution of direct marketing. on the basis of direct market Of Ping An insurance group company, it describe executions in organization, production, marketing segmentation, customer list, offer, the choice of promoting and media, response of media tool, deliver system, payment system and customer service. In the end of this paper, it points out the exiting problems at the president time of Ping An direct marking and solutions.