The Research Of Differential Pricing And Precision Marketing Model Of Automobile Insurance

Motor vehicle insurance (hereinafter referred to as "automobile insurance") as the main property insurance of insurance market in our country, its premium income in the property insurance has been in the first place, in recent years, the proportion raised to70%or more. Facing the development of the automobile insurance rate marketization and the emergence of big data, OBD technology and Internet insurance, the current automobile insurance rate set model of our country is difficult to adapt to the requirement of new situation, accelerating the differentiation of automobile insurance pricing (differentiation of automobile insurance rates set) has become possible, and under the situation of differential pricing, the traditional automobile insurance marketing model cannot adapt, the accuracy innovative marketing model and personalized automobile insurance scheme has become the inevitable development trend.The current automobile insurance rate set pattern of our country can be divided into "from people rate" and "from car rate" two modes, automobile insurance rates set methods including total average rate method, classification risk rate and individual risk rate method; but the existing automobile insurance rates set models and set methods are difficult to achieve the differentiation of automobile insurance pricing, therefore, this article draw lessons from the existing automobile insurance rates set modes and the foreign advanced experience premium rate making mode, put forward the new type of automobile insurance differentiation premium rate making patterns based on mileage of automobile insurance and differentiation rate set model based on driving behavior. The automobile insurance premium rate differentiation making based on driving behavior is also known as automobile insurance premium rate differentiation making method based on OBD+UBI, it belongs to the "from car+from people" rate model in car insurance rates set model, in addition it need to refer to traditional vehicle and the driver factors, also need to introduce drivers’behavior, through OBD system to quantify the driving behavior score. While in automobile insurance rates set methods it is divided into basic rate and additional premium rate two parts, basic rate reference to traditional rate factor set, additional fees will be expected to consult driving behavior data and driving score set, and then combined with a certain weight rate to add two parts together. Generally safer drivers’driving behavior performance score is higher, the risk is low, so the rate is relatively lower; on the other hand, the rate is higher. In addition, as our country doesn’t have mature differentiation rate scheme of automobile insurance based on OBD+UBI, lack of driving behavior data and ratings, therefore, in the initial, it need to refer to previous rates and perform the automobile insurance premium payment of initial deposit premium and final retreat more fill less, after entering into the second phase it can be in accordance with the insurance premium paid in advance of the previous period, until the final retreat more fill less. Differential automobile insurance rates will help tailor personalized automobile insurance scheme for policy-holder, realizing scientific, fair and reasonable automobile insurance product pricing.At the same time, along with the large-scale popularization of car in the domestic, the number of automobile insurance business will become more and more, the probability of people take the initiative to buy automobile insurance is becoming more and more high, the existing automobile insurance marketing strategy in our country, namely direct marketing channel, customer door to door insurance, agent marketing, telephone marketing channels and network marketing channels all have shown a variety of shortage, such as the first three belonging to the traditional marketing mode are still in use but have showed some obvious drawbacks, the new type of telephone marketing is developing rapidly in recent years, but there are also some problems, therefore, the network precision marketing model based on the automobile insurance premium differential rate making model based on the driving behavior has become the bestowed favor on newly under the development trend of Internet insurance.Among them, the new marketing modes of the Internet accurate marketing based on some differential pricing mainly includes micro letter marketing mode, official flagship store marketing and network marketing mode, etc., and network marketing mode including weibo marketing model, blog, BBS promotion, search engine promotion mode, network advertising and email marketing model, etc.. In insurance practice, the insurance company applied precise marketing strategy should be emphasis in different stages of development, step-by-step, at the same time, the design and application of marketing model also has to be flexible, and make the automobile insurance differential pricing precision on the basis of network marketing come true in the future.