Research On Marketing Strategy Of Vehicle Insurance Of Xi’an Branch,RBX

With the vigorous development of Chinese auto industry, the good opportunity for the development of vehicle insurance of Xi’an Branch.While in recent years, as the leader of insurance market in the past, the market share of vehicle insurance of Xi’an branch, RBX is reducing due to irrational price competition, more main insurances and expansion of intense competition. Thus, its profit margins is shrinking and there are more and more pressure of competition in the market. We have to say that Xi’an branch, RBX is facing one big challenge.Based on the relative theories, this paper researches the marketing environment for Xi’an branch, RBX through the analysis of marketing environment, market structure of vehicle insurance, price competition of vehicle insurance and competition among the competitors. Accordingly, the author states the marketing strategies of vehicle insurance of Xi’an branch, RBX from the following parts:seeking the new sales channels and platform, such as microblog and We Chat; the difference oriented marketing management; heart to heart service through the agent marketing channel; putting the packing sales strategy into trial use in private owned car market, through combining with the author’s working experience. Meanwhile, the author believes that the conclusion would be good to improve its sales performance and its profitability. What’s more, the research on marketing strategy has strategic significance for both Xi’an branch, RBX and other companies in the same industry. Finally, to build one special department for further research and management should be carried out.