A Motor Vehicle Insurance Marketing Strategy Research Of China Pacific Property Insurance Co., Ltd. Gansu Branch Under The Background Rate Marketization

With the rapid development of social economy, increase the level of national income, China’s motor vehicle purchases and retains the quantity increases rapidly year by year, has brought the huge development potential for the development of the insurance market. At present, the motor vehicle insurance has become one of the fastest growing property insurance pillar of our country insurance and premium, and closely related to people’s daily life, is the priority among priorities the property insurance market competition.But with the continuous increase in the depth and density of insurance, the insurance consumer consumption concept matures, satisfy diversified insurance demand can not be in the homogenization of insurance products, at the same time, curing insurance system also caused the overall loss of insurance industry.In view of this, the state insurance regulators have begun to gradually promote the marketization of insurance clause and premium rate. The Pacific Insurance Company Gansu branch as the research object, hope that through the analysis of the market environment and marketing situation in Gansu Province, find out the existing problems and countermeasures.The paper first carries on the insurance marketing theory is reviewed and summarized, analyzed the concept and influence on car insurance premium rate market, and then to the Gansu province automobile insurance market environment, sales channels, purchasing factors, satisfaction in multi angle, deep analysis and research in detail by using PEST analysis method and questionnaire method, according to the results and analysis research to develop marketing strategies and Optimization for the Pacific Insurance Company Gansu branch improvement, Including market segmentation and selection, product marketing strategy, marketing strategy, price strategy, promotion strategy and security system etc.. The purpose of this study is to utilize the relevant theories of marketing, to find suitable for the Pacific Insurance Company Gansu branch marketing strategy, was the largest market share and profit for its premium rate market competition background.