Research On The Marketing Strategy Of XX Company 's Auto Insurance

In our auto insurance market, there are so many competitors. But only a few companies can achieve profitable in the auto insurance business. More than half of the property insurance business auto insurance underwriting profit is negative. With the continuous development of the auto insurance market, market competition gradually standardized and orderly. As the main source of property insurance, auto insurance business begin to improve the level of the marketing department, and pay more attention on the channel of insurance marketing. Xinyang branch of XX property insurance is affiliated tertiary institutions of XX property insurance, and the auto insurance business become the important business. So research the development of the auto insurance marketing has a very important practical significance.This paper introduces the basic concepts of auto insurance and the marketing theory of STP,7Ps and service marketing theory. The introduction of the Xinyang branch of XX property insurance is studied in the first. Then, this paper introduce the basic situation of Xinyang branch, and it’s organizational structure, business status of auto insurance, and the problems. Thirdly, through the strategy analysis tools such as PEST and SWOT, combined with marketing status of Xinyang branch, the study focus on the complex internal and external environment, and we found that Xinyang branch must make target market segments, and continue to make channel innovation, so as to make the implementation of differentiated competitive strategy. Accordingly, this paper give the marketing strategy of Xinyang branch at the beginning, through market segmentation strategy, companies should focus on the important area of Xinyang, and select the young customers as the target comtomer. Using the company’s advanced telephone, Internet marketing platform, this paper suggest to develop the personalized products, establish a brand image, auto insurance company can consolidate its market position in Xinyang. After a clear market positioning and target customers, the paper uses7Ps theory to analyzes the company’s marketing strategy, from product, price, place, promotion and other aspects.